Fireside Chat at ICS MENA 2024
During a fireside chat by Moengage at the Internet Commerce Summit (ICS) MENA 2024, Kunal Badiani, Regional VP – Growth & Strategy for MoEngage was in conversation with Syed Zeeshan Ali, Regional Technology Lead – Middle East, Pakistan, Turkey, Africa and Germany (MEP and TAG), Yum! Brands and Vivek Gupta, Director of Digital, MENA, Pak, CIS, Turk, Yum! Brands.
The question that Badiani posed to Ali and Gupta was how they keep abreast with their omnichannel strategies in the face of rising customer expectations. That’s when both agreed that whether it is KFC or Pizza Hut, the idea of QSR is all about visibility, putting forward the right offer and practices across channels and then ensuring a seamless customer experience whether offline or online.
They all agreed that channel strategies may change, but the approach to customer-centricity will not change and it is all about understanding the business necessity and customer’s point of view to ensure that the right technology implementation is made possible to back the channel strategies.
In the context of artificial intelligence (AI), data protection emerged as a significant concern. To maintain brand trust and safeguard data, brands need to transparently operate with technology and use the data for insights and to personalise for customers.
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