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New Research Findings on Telecom Customer Support in the UAE 2024

Emirati telecom customers value 24/7 proactive customer support


Market research 2024 by Subtonomy - The state of Telecom Custom Support in the UAE

Subtonomy, the world’s leading telecoms technical customer support vendor, has unveiled its latest research on customer care in the United Arab Emirates (UAE). The findings reveal the increasing importance of customer service in this highly connected market, with UAE customers demanding more than ever from their telecom operators. The study takes a closer look at what truly matters to telecom customers, uncovering expectations around self-service, proactive care, and personalized customer support.


One of the most striking insights? A vast majority of UAE customers expect support to be fast, easy, and available around-the-clock, with many willing to engage in digital self-care.


Key highlights of the study include:


  • The critical role that customer care plays in the choice of telecom operator.

  • A growing preference for proactive solutions, especially when customers want to fix issues themselves.

  • The desire for real-time updates during service disruptions, particularly from certain demographic groups.


“These findings offer a clear view of the evolving expectations in the UAE,” said Fredrik Edwall, EVP Sales & Marketing at Subtonomy. “The diverse needs of native Emiratis and the large expatriate workforce present unique challenges for telecom operators, who must ensure they’re delivering personalized and seamless support. Our research shows that understanding these varied needs is essential for operators seeking to enhance their customer experiences and maximize the value of their 5G and AI-driven services.”

This comprehensive report also explores how high-speed broadband, widespread 5G coverage, and the country’s drive toward AI-powered digitalization shape the customer care landscape. It offers valuable insights for telecom operators looking to differentiate themselves in this competitive market.


To delve into the full findings, download the report here.

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