In the ninth episode of the Autofocus Podcast, we are with Dr. Saeeda Jaffar who is the Managing Director of Alvarez & Marsal Middle East.

Dr. Jaffar is an expert and leader in organizational transformation, focusing on a wide range of strategic and performance-related issues in automotive, financial services, and beyond. Dr. Jaffar has worked with clients in the Middle East, Europe and the United States.

Dr. Jaffar shares the key considerations for regional automotive companies to ensure sustainable transformation and how the company cultures’ amongst dealers must first change to adapt to the shifts happening in the value chain.

"The ability to transform in a smart way is very important. We cannot change for the sake of changing. Transformation has to be driven based on actual customer needs and changing behaviors."

We go on to speak on increasing customer value by placing an importance on listening to ‘the voice of the customer’ and also on how many companies are losing out on key opportunities to do so. We also touch on Dr Jaffar’s views on the best way for businesses to respond to the change and disruption in the industry’s near future.

Finally, we talk about customer behaviours and how these have been altered by the ‘experiential economy’ followed by how leading business will be the ones who beat customer expectations.