Delivering seamless customer experiences

Veronica Martin caught up with Evren Aker, Director of Partnerships, Genesys, Middle East, Africa, Turkey & France to discuss GITEX 2022 and the company’s plans for the region.

Can you tell our readers about some of the solutions and partnerships during GITEX this year?
Genesys is a customer experience orchestration company that provides experiences for the end users and connects with customers on their life of journey. For example, a product that you buy, let’s say a car. During your power cycle, how you start is you go to a website and search for the car model. That’s the time when we start engaging with customers to be able to sell to the end customer and to make sure they are connecting each channel. Let’s say after you purchase the car, you have a problem. For this, you might be routed back to the customer service agent, so this is where we play a key role. In order to achieve this, we have a compete cloud platform and we work with AWS very heavily in region and globally. We also have our service provider partners and system integrators that excel our solutions on the ground.

In the last 12 months, how has your company performed in the MENA market? Has your company ventured into any new markets/countries, and can you share your overall growth?

We have achieved over 35-40% growth in the Middle East market and our Saudi and Dubai offices have grown immensely. When we started, we were 5 people only and now we are 25.

Which technologies and IT trends are the forefront of driving innovation for your business?
AI is key for us now, as it’s becoming the centre of the conversation for the end customer. The core fundamental for us is leaning towards this, understanding the journey, the customer, and also applying AI and analytics & robotics. This way we can serve at the right time to the right people and connect them on the ground, which gives the best experience for the end customers, as well as for the customers using our solutions.

How have channel partners contributed to the growth of your business?
In the Middle East 85/90% of our business is indirect, so we rely heavily on our partners and their experience and skills in different sectors, such as education and healthcare.

What differentiates your company from your market rivals?

Through the power of the cloud and AI, our technology connects every customer moment across marketing, sales and service on any channel, while also improving employee experiences. We pioneered Experience as a Service℠, so organisations of any size can provide true personalisation at scale, interact with empathy and foster customer trust and loyalty.