Freshworks hosts first-ever UAE edition of its flagship customer event

Freshworks Inc., a software company that empowers the people who power businesses, hosted the first-ever UAE edition of its flagship customer roadshow, Global Jam, with great success.

The event, held in Dubai, brought together over 100 of the region’s most innovative customer experience, information technology, sales, and marketing professionals from industries ranging from airlines to retail, eCommerce, and consumer services, with the goal of understanding and addressing key customer experience trends in the digital-first era.

Manish Mishra, Head – Middle East & Africa at Freshworks delivered the event keynote. Commenting on the regional market dynamics that now made Freshworks more relevant than ever he said, “The last two years have accelerated the pace of change globally, creating higher expectations from employees and customers. At the same time, the Work-from-Anywhere workforce model and the Engage-from-Anywhere customer experience model have put pressure on organisations to deliver faster time-to-value for technology-enabled initiatives. Our event arms regional businesses with unparalleled insight into the key CX trends they now need to navigate. Together with Freshworks, they can break down silos to empower employees to more easily create delightful experiences for the people most important to their business.”

The customer panel, moderated by Silvia Gomez, Director of Customer Experience at BitOasis, Shubham Grover, Product Manager at Swvl, Divek Karagwal, Head of Omnichannel Experiences at the Landmark Group, and Zachariah Manyapye of Fine Hygienic Holding, was a highlight of the event.

During the panel, Gomez explained how Freshworks enabled her company, the MENA region’s largest cryptocurrency exchange, to scale and elevate its customer service function, which was critical to the company’s ability to capitalize on the recent, unprecedented surge in cryptocurrency adoption.

“We have been using Freshworks to take our contact centre to the next level. We have aimed to have a personalised solution which enables us to enhance the experience across multiple channels. Most recently, we have expanded (customer service) via chat on WhatsApp and it’s now one of the fastest ways we’re able to communicate with our customers and provide real-time responses. Because of the market we’re in, customers want speedy resolutions to navigate market fluctuations,” she said.

In a similar vein, Karagwal shared how the Landmark Group successfully leverages digital channels to enhance customer engagement. “Across every touchpoint – whether you walk into our stores, whether you give us a call, whether you chat with us on social media – Freshworks enables that experience. Their technology enables our team members to get the information they need and serve it to our customers. Today, by introducing channels such as WhatsApp, we’re making life easier for both our customers as well as our call centre agents,” he said.

Freshworks has demonstrated its commitment to the Middle East by hosting its first customer event in the region, as it looks to strengthen ties with local businesses and invest in its presences and channels.

“Nurturing the thriving digital economy has been a major initiative for Middle East governments. This has fostered the evolution of enterprises into technology and experience driven organisations and Freshworks is excited to be a part of this journey. Our mission of delivering simple but powerful software that users love addresses key pain points that businesses face along this transformation and has therefore resonated strongly in the market,” said Mishra.