Dubai-Based Serial Entrepreneur Jigar Sagar Explains Why The Customer Always Comes First "Technology should enhance, not detract, from the customer experience. It's a delicate balance."

In the complex web of business transactions, it's often the moments of adversity that offer the greatest opportunities for showcasing exceptional customer service. Such was the case for serial entrepreneur Jigar Sagar, who once found himself in a situation where a simple typo on an invoice led to a client overpaying by a significant amount. Upon discovery of the error, frustration understandably ensued from the client's end. Yet, rather than succumb to the gravity of the mistake, Sagar swiftly sprang into action. An apology was issued promptly, followed by the initiation of a refund process to rectify the overpayment.

But Sagar's commitment to customer satisfaction didn't end there. He went above and beyond, absorbing any incurred losses, and offering complimentary value-added services as a gesture of goodwill. A week later, a follow-up confirmed the client's satisfaction. They were not only pleased, but genuinely impressed by Sagar's transparency and effort in resolving the issue. Their glowing review of Sagar's efforts stand today as a testament to the transformative power of turning negative situations into positive ones- and the importance of customer satisfaction.

Sagar's career journey commenced in the bustling corridors of the Sharjah Gold Souq, where at a very young age, he started helping his father's family business. Decades later, Sagar stands as a titan in the regional entrepreneurial landscape- a seasoned founder, investor, and mentor, boasting a portfolio of over 15 ventures collectively valued at US$350 million. He's currently running the show at Triliv, an up-and-coming business consultancy, and he was, until recently, the Managing Partner of Creative Zone, the largest business setup advisory firm in Dubai.

He's also the entrepreneur behind EZMS, which currently operates three successful free zones in the UAE. AppiZap, a joint venture between EZMS and DRC Systems, is another tech innovation that Sagar leads, which is said to have a projected valuation exceeding $100 million. Sagar had also founded Set Hub (formerly known as Business Incorporation Zone) in 2015, which went on to successfully bring to life more than 25,000 companies. Other ventures in his portfolio include Al Taasis, Al Taj Medical Center, and O Square Communications.

But it was within those very early days Sagar spent with his father at the Souq that he imbibed a fundamental lesson, one that would resonate across the expanse of his entrepreneurial journey- the paramount importance of customer service. "I learned that trust and rapport with customers is essential," he recalls. "By prioritizing their needs and providing outstanding service, we cultivated strong relationships that turned one-time buyers into loyal, repeat clients. They knew they could count on us for quality products and a positive experience every time."

Through the prism of his own ventures, he discovered a common thread: in industries saturated with offerings, differentiation hinges not solely on the product, but on the experience surrounding it. "In my entrepreneurial journey, I often found myself in commoditized industries," he reflects. "To stand out, I realized I needed to offer something more- exceptional customer service. This opened an honest, direct line of communication with my target market. I was able to get real-time feedback on their needs and preferences, allowing me to constantly refine my offerings and tailor my approach to better serve them."

But how does one stay ahead in a landscape where change is constant? For Sagar, the answer lies in perpetual evolution. "The world of customer service is constantly evolving, so complacency isn't an option," he says. "I make a conscious effort to stay informed and adapt to the changing landscape through a multi-pronged approach. I'm a voracious consumer of industry knowledge. Whether it's diving into the latest customer service books, subscribing to relevant blogs and podcasts, or attending industry webinars, I'm always seeking out new insights and perspectives." Sagar also pays close attention to new tech launches and trends, from chatbots powered by artificial intelligence, to personalized marketing automation tools. Exploring how he can leverage them to enhance the customer experience is integral to his strategy.

Yet amidst the whirlwind of technological innovation, Sagar underscores the timeless importance of direct customer engagement. "There's no better source of information than the customers themselves," he emphasizes. "I prioritize open and consistent communication with my clients, actively seeking their feedback and suggestions. This direct line of communication allows me to stay attuned to their evolving needs and preferences, ensuring I'm always delivering the best possible experience."

For aspiring entrepreneurs just embarking on their journeys, Sagar's sage advice is thus to always put the customer at the center of their customer service strategy. "It might sound obvious," he says. "But it's easy to get caught up in the day-to-day operations, and lose sight of who you're truly serving. Ask yourself: what do your customers need? How can you make their lives easier? How can you exceed their expectations? By focusing on their needs, you'll naturally build a strategy that resonates with them."

Furthermore, Sagar advocates for leveraging technology as a force multiplier in customer service endeavors. "Customer relationship management (CRM) systems can be invaluable," he says. "They aid in managing customer interactions, tracking preferences, and identifying opportunities for personalized service. Don't be afraid to explore the many tools available to streamline your processes and enhance the customer experience." That said, too often, businesses fall into the trap of prioritizing internal efficiency at the expense of the customer journey. "When technology is implemented solely for the benefit of the company, customers are often left navigating obstacles," Sagar warns. Instead, he encourages entrepreneurs to adopt a customer-centric approach, leveraging technology to streamline processes, provide self-service options, and offer multiple channels for communication.

Looking ahead, he foresees a significant change: a time where AI and machine learning (ML) will usher in a new era of deeply customized experiences for each individual. "In my opinion, the next big wave in customer service and experience that startups should prepare for is the rise of hyper-personalized experiences powered by AI and ML," he says. "We're already seeing glimpses of this with recommendation engines and targeted marketing, but the potential goes far beyond that. Imagine a world where every customer interaction is tailored not just to broad demographics, but to the individual's unique preferences, purchase history, and even their real-time emotional state. It's not just a trend; it's the future."

Sagar also believes that AI will be capable of anticipating customer's needs before they even articulate them, proactively offering solutions or suggestions that align with their specific tastes. ML will personalize product recommendations, website layouts, or even communication styles to create an experience that feels tailor-made for each individual. "Startups that embrace this trend early on will be well-positioned to gain a competitive advantage in the market," adds Sagar. Yet amidst the innovation, he cautions against losing sight of the human element. "Never underestimate the power of communication," he advises. "Regular engagement fosters trust and loyalty, the bedrock of any successful business."

In Sagar's vision, technology should serve as a bridge, connecting businesses with their customers in meaningful ways. By prioritizing the customer experience above all else, entrepreneurs can harness the power of technology to foster deeper connections and drive sustainable growth. "Technology should enhance, not detract, from the customer experience," he concludes. "It's a delicate balance."