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SurveySparrow hosts “RefineCX 2023” in Dubai at the backdrop of rapid expansion 

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SurveySparrow, a leading experience management platform, is organically expanding in the Middle East and North Africa (MENA) region with a host of strategic initiatives aimed at delivering exceptional services and enhancing data security. The company hosted a premium, exclusive event, “RefineCX 2023,” at Hotel Taj, Business Bay, Dubai, on October 17, bringing together more than 40 prominent CX leaders, visionaries, and entrepreneurs. The event featured groundbreaking discussions and keynote speeches centered on leveraging technology to enhance customer journeys in the digital age.

The event was highlighted by a stirring keynote from Hazem El Zayat, Chief Experience Officer – MENA, Memac Ogilvy, titled ‘Crafting Exceptional Customer Journey in the Digital Age.’ “In today’s fast-evolving digital landscape, understanding and anticipating customer needs isn’t just beneficial; it’s essential. Technology isn’t replacing the human touch; it’s amplifying it. The brands that will lead tomorrow are those seamlessly integrating technology to craft customer journeys that feel not just personalized, but deeply personal,” stated El Zayat during his address.

This theme was further explored in a panel discussion, “CX 2.0: Leveraging AI for Transformative Customer Journeys,” featuring insights from Lara Khouri, Founder of there is no spoon, and Biju Nair, Assistant Director Customer Experience and L&D, Ejadah Asset Management Group. The discussion delved into practical strategies for integrating AI in customer experience, emphasizing that the future of CX is not just technology-driven but also empathy-driven.

“RefineCX 2023 was a congregation of visionaries, united by a common goal,” said Shihab Muhammed, Founder and CEO of SurveySparrow. “What stood out was the unanimous agreement on the symbiotic relationship between technology and empathy in crafting customer experiences. As we move forward, SurveySparrow is committed to being at the forefront of this exciting intersection, empowering brands to create memorable, meaningful interactions.”

SurveySparrow’s recent expansion in the MENA region resonates with the themes explored at RefineCX 2023. Their new data center in the UAE stands as a testament to their commitment to data security and localized service excellence, pivotal in the digital transformation narratives discussed during the event. “Our presence in this dynamic market reinforces our mission to help businesses connect with their audiences through engaging, conversational surveys, enhancing the human experience in the digital realm,” remarked Aldrin Kenneth, SurveySparrow’s Director of Middle East and Africa.

RefineCX 2023 was more than an event; it was a step into the future of customer experience. The success of this gathering underscores the MENA region’s burgeoning role in the global digital transformation landscape, a domain where SurveySparrow continues to be a pivotal player.

About SurveySparrow:

SurveySparrow is a leading experience management platform that empowers brands to refine experiences at every touch point. With its intuitive feedback platform and comprehensive solutions, it transforms the customer journey by providing valuable insights and actionable data. The establishment of a custom data center in the UAE reinforces SurveySparrow’s commitment to top-notch security measures for the Middle East region. The company serves over 200,000 customers in 149 countries, working with marquee clients such as McKinsey, Dubai Tourism, Shurooq, Eros Group, and others.

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Final Rentals taps 13,000-car GCC fleet in new AUTORENT Alliance

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British car rental technology platform Final Rentals has announced a strategic partnership with AUTORENT, one of the Gulf region’s largest vehicle rental and leasing operators, as it accelerates expansion across the GCC.

The agreement gives Final Rentals access to AUTORENT’s fleet of more than 13,000 vehicles operating across the UAE, Saudi Arabia, Bahrain and Oman, significantly strengthening the company’s regional presence.

The move marks a homecoming of sorts for Final Rentals, which launched its first operations in the UAE in 2021 before growing into a global platform serving customers in more than 65 countries.

The company’s growth has been rapid. Annual bookings surged from just 1,900 in 2021 to more than 139,000 in 2025. Momentum has continued this year, with 148,065 bookings recorded in the first five months of 2026 alone, already surpassing its full-year 2024 performance.

“The UAE is where Final Rentals started,” said CEO Ammar Akhtar.

“Many of the lessons that shaped our technology and business model were learned here. Expanding our Gulf operations is both a strategic and symbolic step as we return with a much larger international network and greater scale.”

Founded in Wales in 2016, Final Rentals operates a digital marketplace that connects travellers with local vehicle rental providers across Europe, the Middle East, Africa and the Americas.

For AUTORENT, the partnership supports its digital transformation ambitions by enhancing online booking capabilities and improving customer access to its vehicle network across the region.

The announcement comes as economic ties between the UK and Gulf countries continue to strengthen, with discussions ongoing around a proposed UK-GCC free trade agreement aimed at boosting trade and investment.

Industry observers say the Gulf remains an attractive destination for international technology companies due to its rapidly growing digital economy, advanced infrastructure and strategic position linking Europe, Asia and Africa.

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Getting a UAE work permit could soon become faster and easier

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The UAE is preparing to make work permit applications even faster and simpler as the Ministry of Human Resources and Emiratisation (MoHRE) launches a new phase of labour market reforms.

As part of the initiative, MoHRE has opened a public consultation period until July 30, inviting employers, employees and members of the public to share feedback on existing work permit services and suggest improvements.

The ministry said the latest reforms will focus on simplifying procedures, reducing administrative requirements and expanding digital services to improve customer experience and speed up transaction processing.

Faster, simpler work permit services

According to MoHRE, the planned upgrades are designed to support the UAE’s wider Zero Government Bureaucracy Programme by making work permit services more efficient and user-friendly.

The ministry recently removed the requirement for supporting documents across several permit categories and reduced mandatory application fields by up to 97 per cent, significantly cutting processing times.

Officials say the next phase will build on those changes by redesigning permit procedures and increasing the use of digital channels.

13 types of work permits

MoHRE currently issues 13 different work permits tailored to various employment arrangements, including:

  • Recruitment permits for workers hired from outside the UAE
  • Transfer work permits
  • Family-sponsored resident work permits
  • Part-time work permits
  • Temporary and mission work permits
  • Freelance work permits
  • Golden Visa holder work permits
  • Student training and employment permits
  • Juvenile work permits for individuals aged 15 to 18
  • UAE and GCC national work permits

The ministry said the reforms are aimed at supporting private-sector growth, protecting workers’ rights and strengthening the UAE’s position as a competitive global labour market.

Public feedback open until July 30

Residents, employers and businesses can submit suggestions through MoHRE’s electronic consultation platform before July 30.

The ministry said public feedback will help shape future enhancements and support the development of faster, more flexible and fully digital government services aligned with the UAE’s long-term economic vision.

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Dubai launches new digital platform to simplify SME setup and reduce expenses

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Dubai has unveiled a new one-stop platform aimed at making it faster, simpler and more affordable for entrepreneurs to launch and grow businesses in the emirate.

Launched by the Dubai Department of Economy and Tourism (DET), SME in a Box brings together essential business services on a single platform, allowing founders to access licensing support, banking, digital payments, logistics, telecommunications and other operational tools without dealing with multiple providers separately.

The initiative is designed to remove many of the challenges entrepreneurs face during the business setup process, helping startups and small businesses reduce costs, save time and get operational more quickly.

According to DET, businesses using the platform could unlock more than Dh80,000 in potential value through partner discounts, fee waivers, subsidised onboarding and preferential service packages. Founders may also save up to 200 hours typically spent comparing providers, negotiating contracts and completing onboarding requirements.

The platform launches with 18 private-sector partners, including Emirates NBD, Commercial Bank of Dubai, du, Aramex, DHL and several fintech and business service providers.

Certain digital services, including payments, logistics and telecom solutions, can be activated within as little as 24 hours, while more complex services such as corporate banking and licensing continue to follow standard regulatory procedures with streamlined onboarding support.

Ahmad Al Room Almheiri, CEO of Dubai SME, said the platform was developed in response to entrepreneurs seeking greater clarity, speed and cost efficiency when setting up businesses.

The initiative supports the goals of the Dubai Economic Agenda (D33), which aims to further strengthen Dubai’s position as one of the world’s most attractive destinations for investment, entrepreneurship and business growth.

Future phases will introduce deeper digital integration and eventually connect SME in a Box with Dubai’s broader business ecosystem, creating a seamless journey from company formation to scaling and expansi

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