Executive Interview

Middle East Loyalty Update: An Interview With Manav Fernandez

The customer loyalty landscape is developing rapidly in the Middle East and this interview with Manav Fernandez, co-founder and CEO, QBF Consulting, provides a solid overview of market activity and consumer trends.

QBF Consulting is a marketing agency focused on customer and digital strategy, helping clients to acquire, retain and grow customer revenue. QBF is based in Dubai, UAE — and the MENA region (Middle East, North Africa) is the focus of their activities. That said, they are active with clients in EU and Asian markets as well and you can hear more about that in this short video.

Manav Fernandez is a Certified Loyalty Marketing Professional (CLMP™) and both he and his partner Chayya Bassi have extensive experience working with brands throughout this region.

Previously, Manav shared that the Middle East is a Millennial Minefield with 48% of the GCC market being in the 25-40 age range. He reminds us that the Middle East customer is loyal but unforgiving; the customer tends to have travelled; and, the customer is well exposed to high standards of service delivery and demands the same from programs around the world.

If you want to hear an update about the latest trends and happenings in the Middle East loyalty landscape, this short video will give you a great start.

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