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In the complex web of business transactions, adversity often presents the best opportunity to demonstrate good customer service. That was the case with serial entrepreneur Jigar Sagar, who once found himself in a situation where a simple typo on an invoice caused a customer to overpay.
Upon discovery, the client was understandably frustrated. But undeterred by the gravity of the mistake, Sagar quickly took action. He immediately apologized and then initiated a refund process to rectify the overpayment. But Sagar’s commitment to customer satisfaction didn’t end there. He went above and beyond, covering the losses incurred and offering free value-added services as a gesture of goodwill. A week later, a follow-up confirmed the client’s satisfaction. Not only was the client satisfied, but he was also truly impressed with Sagar’s transparency and efforts to resolve the issue. The client’s glowing review of Sagar’s efforts remains a testament to the transformative power of turning a negative situation into a positive one, and the importance of customer satisfaction, even today.
Sagar’s career journey began in the bustling streets of Sharjah’s Gold Souk, where he began helping his father in his family business at a very young age. Decades later, Sagar stands as a giant in the region’s entrepreneurial world. As an experienced founder, investor, and mentor, he boasts a portfolio of over 15 ventures with a combined valuation of $350 million. He currently holds executive positions at up-and-coming business consultancy Triliv and was until recently the Managing Partner of Dubai’s largest business incorporation consultancy, Creative Zone. He is also an entrepreneur with EZMS, which currently operates three successful free zones in the UAE. AppiZap, a joint venture between EZMS and DRC Systems, is another tech innovation led by Sagar and is said to have an estimated valuation of over $100 million. Sagar also founded Set Hub (formerly known as Business Incorporation Zone) in 2015, which has successfully instituted over 25,000 companies. Other ventures in his portfolio include Al Taasis, Al Taj Medical Center, and O Square Communications.
But it was during those very early days Sagar spent in the souk with his father that he absorbed a fundamental lesson that would resonate throughout his entire entrepreneurial journey: customer service matters more than anything else. “I learned that trust and rapport with our customers is essential,” he recalls. “By prioritizing their needs and providing excellent service, we built strong relationships and turned one-time customers into loyal, returning customers. They knew we were giving them a quality product and a positive experience every time.”
Throughout his own ventures, he discovered a common thread: in a saturated industry, differentiation hinges not just on the product, but on the experience surrounding it. “In my journey as an entrepreneur, I often found myself in commoditized industries,” he recalls. “I realized that to stand out, I needed to offer something more: great customer service. This paved the way for honest and direct communication with my target market. I was able to get real-time feedback on my customers’ needs and preferences, which allowed me to constantly refine my product and customize my approach to better serve my customers.”
But how do you stay ahead in an environment where change is constant? For Sagar, the answer lies in constant evolution. “The world of customer service is constantly evolving, so complacency is not an option,” he says. “I make a conscious effort to stay informed and adapt to the changing environment through a multifaceted approach. I’m a voracious consumer of industry knowledge. I devour the latest customer service books, subscribe to relevant blogs and podcasts, and attend industry webinars, always looking for new insights and perspectives.” Sagar also pays close attention to new technology launches and trends, from artificial intelligence-powered chatbots to personalized marketing automation tools. Exploring how to leverage them to improve customer experience is integral to his strategy.
But even amid a whirlwind of technological innovation, Sagar emphasizes that direct engagement with customers remains crucial. “There’s no better source of information than the customers themselves,” he emphasizes. “I prioritize open and consistent communication with my customers, actively seeking their feedback and suggestions. This direct communication helps me stay responsive to my customers’ changing needs and preferences, ensuring I always deliver the best experience.”
For aspiring entrepreneurs, Sagal’s sage advice is to always put the customer at the center of your customer service strategy. “It may sound obvious,” he says. “But it’s easy to get caught up in the day-to-day running of things and lose sight of who you’re really serving. Ask yourself: What do my customers need? How can I make their lives easier? How can I exceed their expectations? By focusing on your customers’ needs, you’ll naturally build a strategy that resonates with them.”
Additionally, Sagar advocates leveraging technology as a force multiplier for customer service efforts. “Customer relationship management (CRM) systems are invaluable,” he says. “They help you manage customer interactions, track preferences, and identify opportunities for personalized service. Explore the many tools available to streamline processes and improve customer experience.” That said, too often companies fall into the trap of prioritizing internal efficiency at the expense of customer experience. “When technology is deployed solely for the company’s benefit, customers have no choice but to jump through hoops,” Sagar warns. Instead, he encourages entrepreneurs to adopt a customer-centric approach and leverage technology to streamline processes, offer self-service options, and provide multiple channels of communication.
Looking ahead, he foresees big changes, ones where AI and machine learning (ML) will usher in a new era of highly 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 customized not just to broad demographics, but to an individual’s unique preferences, purchase history, and even real-time emotional state. This isn’t just a trend, it’s the future.”
Sagar also believes that AI will be able to predict customers’ needs before they even voice them, proactively offering solutions and offers that match their preferences. ML will personalize product recommendations, website layouts, and even communication styles to deliver a tailored experience for each individual. “Startups that adopt this trend early will be well positioned to gain a competitive advantage in the market,” Sagar adds. But in the midst of innovation, he warns not to lose sight of the human element. “Never underestimate the power of communication,” he advises. “Regular engagement fosters trust and loyalty, which are the foundations of any successful business.”
In Sagal’s vision, technology should be the bridge that connects businesses and customers in meaningful ways. By prioritizing customer experience above all else, entrepreneurs can harness the power of technology to foster deeper connections and drive sustainable growth. “Technology should enhance the customer experience, not detract from it,” Sagal concludes. “It’s a delicate balance.”
