In a survey conducted among citizens and residents of Saudi Arabia, SAS, a leader in analytics, reported that more than eight in 10 respondents (88.4 percent) will pay a premium and repeat their custom at businesses that provide a good customer experience during the ongoing COVID-19 pandemic.

This is higher than the average of 61 percent, from respondents in 11 countries across Europe, the Middle East, and Africa.

The discerning Saudi customer is patient with businesses, but this patience is not unlimited. More than 34 percent of respondents have said that they will cut all ties with a business for just one failure, mistake, or bad experience.

The majority (52 percent) will offer some leeway, and will only withdraw their custom after two to five poor experiences.

Zafir Junaid, general manager, north Gulf at SAS, said: “At SAS, we believe that the customer experience is the primary driver of repeat business, especially when it comes to products and services that are not unique.”

It is more difficult to acquire a new customer than to retain an existing one, and businesses in the Kingdom need to realize the impact of the experience they provide.

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