The way brands communicate and seek to engage with their customers is rapidly evolving. The digitalization of processes and touchpoints has brought with it many advantages for customers and businesses alike, namely speed, deeper insights based on data collected and analyzed, and the personalization of experiences. However, there are many disadvantages as well, mainly the decline in human-led interactions and the loss of emotional connections.
We sat with Rabih Farhat (RF), CEO of Related, a 10+ time award-winning Martech company, that is centered on Customer Engagement Programs. We discussed how their team is supporting businesses to amplify their customer engagement experiences and turn increase loyalty.
BDD: What are the trends in customer experiences that businesses are following?
RF: As leaders in building and managing award-winning customer loyalty programs, we are witnessing a significant shift among brands toward enhancing customer experiences through hyper-personalization. This trend is characterized by a focus on creating human, engaging interactions that resonate deeply with customers.
Hyper-personalization is achieved through data-driven insights, AI-powered recommendation tools, and consistent omnichannel experiences. By understanding individual preferences, behaviors, and needs across all customer touchpoints, brands can anticipate what customers want even before they realize it themselves. At Related, this proactive approach is embedded in our company DNA.
BDD: So what are brands looking for today?
RF: Brands are increasingly seeking tools and techniques to build emotional connections with their customers. This involves gaining a deeper understanding of their emotional needs, beliefs, and values. I often emphasize the importance of balancing artificial intelligence (AI) with emotional intelligence (EI). This balance ensures that AI-driven strategies maintain a human touch, preserving the emotional connections that foster customer loyalty.
Finally, one of the most efficient strategies currently employed by brands to boost customer engagement and lifetime value is gamification. This approach motivates customers through enjoyable and interactive elements such as points systems, badges, and prize draws. At Related, our gamified reward marketplace has proven successful in helping clients across the MEA region achieve remarkable results: a 35% increase in customer engagement, a 15% uplift in customer lifetime value, and a satisfaction level soaring to 90%.
BDD: If we take a step back, can you let us know how Related started out, and then evolved?
RF: Over the past decade, Related’s has focused on enhancing customer experiences by bridging the gap between brands and their customers. Our mission has been to develop innovative loyalty and rewards solutions that not only increase customer lifetime value but also create new revenue streams and boost customer satisfaction.
I firmly believe that true innovation occurs at the intersection of vision and technology. In a market dominated by youth and tech-savvy customers (60% of the GCC population under the age of 35 years), we recognize that the future of customer engagement is rapidly changing. At Related, we are not just observing these shifts; we are actively driving them. Our award-winning Reward 3.0 solution is a testament to our commitment to leveraging technological advancements to enhance brand and customer interactions in this digital age.
Our journey began 10 years ago in a shared office space at BDD 1082. Today, we proudly extend our services across the MEA region, including Saudi Arabia, the UAE, Kuwait, Iraq, and Oman.
Throughout our evolution, we have successfully delivered sustainable impact for anchor brands in the region across various industries, including mobile operators, financial services, utilities, retail, entertainment, and F&B. Recently, we were selected, amongst many regional and international players, as the official sponsor of the Saudi Olympics.
From being recognized as a Best Loyalty & Rewards Technology & Service Provider to winning The Most Innovative Product in the Metaverse, our continuous investment in technology and innovation has positioned us as a frontrunner in both international and regional awards.
BDD: That’s impressive. What industries do you serve and what benefits do you offer them?
RF: At Related, we cater to a diverse range of consumer-focused industries, tailoring our programs to align with each sector’s specific business objectives and key performance indicators (KPIs).
In the telecommunications industry, companies often face challenges such as low customer engagement, high churn rates, and a competitive landscape that can feel like a zero-sum game. For instance, we have partnered with Ooredoo in Kuwait to create a gamified rewards marketplace featuring over 200 brands and deals, including discounts, Buy 1 Get 1 offers, value vouchers, experience-based rewards, and options to convert program points with major loyalty programs in the region.
As a result of our initiatives, Ooredoo experienced a 35% increase in customer engagement, a 60% boost in program profitability, and achieved an impressive customer satisfaction level of 91%, one of the highest in the industry.
In the banking sector, key challenges include increasing card usage, reducing attrition rates, and acquiring new customers. We addressed these issues for Kuwait Finance House (KFH) by developing an award-winning loyalty and rewards program. Our comprehensive approach included consulting, design, technology implementation, and ongoing management. Within just 8 months of launching this program—KFH being the last bank in Kuwait to introduce such an initiative—we helped them dominate the market by reducing card attrition by 15%, increasing card spending by 20%, and successfully tapping into a new customer base.
Our latest recognition for the best use of technology came from our work with tam Bank, the first Islamic digital bank in Kuwait aimed at engaging a youth segment. The challenge was to connect with this demanding demographic effectively. We designed and launched a gamified rewards program that keeps young customers engaged throughout their banking journey.
Additionally, our program designs are driven by consumer insights that yield significant results across various sectors. For example, we helped Empire Cinemas in Saudi Arabia increase ticket sales by 30%. This achievement underscores how loyalty and rewards programs can play a vital role in enhancing customer engagement and boosting revenue for brands.
BDD: So we assume you have a star offering at Related, that you would recommend all businesses to look into. What would it be?
RF: While we have made significant investments in our new AI modules this year—ranging from rewards recommendation systems to hyper-personalization and fraud detection—I’d like to highlight the power of gamification as a star offering that every business should consider integrating.
Our gamification module has emerged as a standout product this year, demonstrating immediate impacts in several key areas: increasing customer engagement, expanding data collection points, and generating direct revenue for brands. The interactive nature of gamification not only captivates customers but also fosters a deeper connection with the brand
Looking ahead to 2025, we anticipate further growth in this area, particularly with the introduction of immersive experiences powered by AI. Our current offerings, such as “spin the wheel,” “scratch and win,” “pick a card,” challenges, and badge systems, have proven successful in motivating and engaging customers.
We are also excited to unveil innovations within this module that will enhance customer interaction even further.
At Related, our mission is to create moments of happiness for people around the world. To achieve this, we are committed to continuous innovation, ensuring that we remain at the forefront of the industry and help businesses thrive through engaging customer experiences.
To learn more about Related and get started on your customer engagement program, visit: https://related.me/en
