Ethos launches Mapovate to revolutionise customer service in the UAE


April 4, 2016 | By RetailME Bureau

Ethos Integrated Solutions, specialising in customer experience management, is seeking to revolutionise customer experience in the UAE and beyond with the launch of Mapovate – its bi-lingual customer journey mapping software available in both English and Arabic with dynamic, real-time voice-of-customer.

The Mapovate software captures and reports customer feedback from the moment it’s generated, making companies immediately aware of their customer service shortcomings so they can address and remedy them on-the-spot allowing senior managers to react to changing customer expectations and actual brand experience.

Designed and created from years of experience in the UK with input from the company’s wealth of voice of customer measurement experience in the UAE, Mapovate utilises multiple touch points with quantifiable feedback and reports in English and Arabic.

“As a result of its functionality and immediacy, Mapovate assists with enhancing brand experience, customer engagement and loyalty,” explains Robert Keay, Ethos founder and CEO. “Mapovate is able to integrate with any customer feedback system employed by a company, even ones outside the Ethos portfolio. The software’s dynamic reporting capabilities can be specifically tailored in line with company objectives.”

“Following 18 months of design and implementation we have delivered the ability for companies to create smarter customer journeys,” he adds. “While organisations are beginning to understand how vital it is to perform better in an increasingly competitive landscape, they lack the resources and expertise to map a 360 customer experience journey to deliver exceptional customer experiences. This is the right product, at the right time to meet the needs of organisations in the new experience economy.”

Within five days of its social media launch, Ethos has received several partner-related global enquiries and is already in talks with large retail, banking and government organisations that are looking to implement Customer Experience Journey Mapping into their current customer survey systems.

“With more consumer touch points across multi-channel devices, the complexity of today’s customer journey is only heightening the challenge. Disjointed data, unaligned marketing efforts and budgetary constraints can produce fragmented and unrewarding experiences,” Keay elaborates.

“Increasingly businesses understand the risks involved in focusing on single aspects of delivery thereby detracting from the overall experience. Thus, the focus is on the total customer journey – from understanding buyer preferences, training staff and adjusting promotions, locations and all delivery standards to suit. In addition, our own research has clearly demonstrated that customer experience can impact a nation’s happiness index, which is a new governmental priority in the UAE,” he continues.

Mapovate’s launch follows Ethos’ recent development of a unique, cloud-based, smartphone-enabled multi-purpose online solution KnowledgeTRAK, which is a new way to run mystery shopping assignments and surveys, designed to significantly reduce costs. KnowledgeTRAK has been integrated into Mapovate for instant upload of surveys and mystery shopping assignments.

Mapovate’s dynamic, real-time characteristics are generated through its integration with KnowledgeTRAK with all KPIs and measurements originating from the journey mapping device resulting from KnowledgeTRAK surveys. Similar to Mapovate, KnowledgeTRAK is a unique solution in the region and was developed in the UK with support from Ethos in Dubai leveraging the company’s 12 years’ experience in generating more than a quarter of a million mystery shopping visits by thousands of shoppers and over one million surveys.

Used together, Mapovate and KnowledgeTRAK can impact an organisation’s reputation, brand loyalty and competitiveness and greatly influence its role in assisting national happiness ratings.

“Customer experience drives satisfaction, which, after all, impacts customer happiness,” Keay concludes.

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