Across industries, post-pandemic, we would hear discussions about the demanding nature of the digital-native consumer. Impatient, demanding, vocal. Impatient for things to be done quickly and correctly, first time, every time. Demanding flexibility at every touchpoint and expecting to engage with a brand at any hour, from anywhere in the world, through whatever digital channel they choose. And vocal on social platforms and review pages if they do not have an optimal experience.

Across the Middle East, such discussions on the customer experience were simmering gently. And then Covid-19 emerged. People retreated to their homes to live their lives online. And the pot boiled over