Across the world , the COVID-19 pandemic has provoked longterm changes in how businesses embrace Digital Transformation . This has increased the need for digital workflows to become more seamless and placed emphasis on the importance of replacing legacy technology , but how can businesses create a business strategy that puts customer experience front and centre ? We spoke to Ali Kaddoura , Country Manager UAE , ServiceNow , on how its huge growth in the Middle East and Africa region is helping redefine how companies achieve their customer goals .

Can you discuss some of the key challenges your customers are trying to solve right now ?

The current geopolitical and macroeconomic environment has forced businesses to digitally transform , rapidly . In fact , today , IT transformation has gone from being a benefit to an imperative and IT strategy has now become a core part of the wider business strategy as opposed to being a complementary element . But many businesses fail due to poorly executed digital strategies . Large organisations that are stuck with legacy or siloed technologies are faced with the challenge of building futuristic architectures that can keep pace with evolving business requirements .

We believe that ServiceNow is wellpositioned to address these challenges and help customers navigate through these journeys .

How does ServiceNow help address these challenges and what is your value proposition for businesses ?

ServiceNow focuses on experiences and workflows . Behind every great employee and customer experience is a great workflow and when work flows naturally , great experiences follow .

So , within our platform , we help organisations break down silos and seamlessly connect their people , systems and processes with enterprisewide digital workflows . This is done by empowering the customers , employees and partners with modern consumergrade experiences and creating a platform to accelerate time to value . Our goal is to unleash agility and unlock innovation ; two principal components of any Digital Transformation strategy .

Can you elaborate on some of the key use cases for the Now Platform ?

The key to achieving customer goals is having a loyal and highperforming workforce . But loyalty and performance are hampered by inefficient workplaces , processes and sometimes communication . If you look at the technological landscape of most organisations , you will find that each department – be it IT , finance , legal management , facilities management or HR – will have their own system of record . ServiceNow is uniquely positioned to be that one source of truth

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