Mobile customer experience in the Middle East: consumer survey

18 January 2022 | Research

Karim Yaici Stephen Sale

Survey report | PPTX and PDF (14 slides); Excel | Mobile Services

"stc (Saudi Arabia) leads the region in terms of the customer adoption of, and satisfaction with, self-care apps, and this has contributed to the increase in its score for customer service satisfaction."


This report provides an analysis of the customer experience of smartphone users in the Middle East. It uses consumer survey data to assess customer satisfaction KPIs such as the Net Promoter Score (NPS) and churn intention, as well as the impact of digital channel usage on sales and customer service satisfaction.

This report provides:

  • insights into the main drivers of mobile customer experience and how they vary by country and by operator
  • an analysis of the key factors that influence consumers' intention to churn
  • NPSs and customer satisfaction metrics of operators in the Middle East
  • an assessment of why some operators have better NPSs than others
  • insight into the digitalisation of customer services and its impact on KPIs.

Survey data coverage

The survey was conducted in association with On Device Research between September and October 2021. The survey groups were chosen to be representative of the mobile-internet-using population in the region. We set quotas on age, gender and geographical spread to that effect. There were at least 750 respondents per country, and 3000 in the region.

Geographical coverage

  • Kuwait
  • Oman
  • Saudi Arabia
  • UAE


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