e& UAE wins two accolades at Asian Experience Awards 2025

These recognitions highlight e&’s commitment to personalised, data-driven experiences.

e& UAE has once again been recognised at the Asian Experience Awards 2025, winning two awards for its Emirati Relationship Management (eRM) initiative and for improvements to its end-to-end digital journeys across B2B and B2C segments.

The company was recognised in two categories: United Arab Emirates Service Experience of the Year - Telecommunications and United Arab Emirates User Experience of the Year - Telecommunications.

Transforming relationships with eRM

Designed for Diamond+ and other high-tier customers, eRM assigns an Emirati relationship manager to handle the entire account end-to-end, across all lines, with secure support channels including WhatsApp, so most needs can be managed without calling.

Launched as a pilot with five eRMs, the initiative quickly earned strong feedback, improved Net Promoter Score (NPS), and reduced churn. Following its success, the programme expanded by 425%, demonstrating significant growth in its reach and impact.

The eRM initiative also offers benefits such as early access to flagship device launches, including iPhones, lifestyle perks such as lounge access, and personalised touchpoints. One of its most innovative features is the elimination of traditional SLAs in favour of real-time, online support, setting a new benchmark in customer service.

Re-imagining digital journeys across B2B and B2C

A series of unified initiatives has elevated day-one and everyday experiences.

Dashboard 360 offers role-based customisation for admins, finance teams, and IT managers, advanced tools for billing and analytics, and an intuitive interface for seamless navigation. This has led to a 57% increase in engaged sessions and a 51% rise in session growth, whilst reducing reliance on support teams.

The Welcome Every Customer initiative helps new postpaid users start strong with guided in-app onboarding, clear plan benefits, simple gift redemption, and activation of free app subscriptions.

Push Notification Enablement re-engages users who disabled app alerts through subtle design nudges like banners and animated icons, resulting in 12,000 users re-enabling notifications.

These enhancements use smart design, behavioural insights and real-time data to keep journeys modular, adaptive, and user-first, continuously improving with every interaction.

The Asian Experience Awards serves as a platform that honours ingenious initiatives of creative companies. It gives the rightful recognition to those that deliver meaningful brand experiences to their stakeholders. 

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Marni Marco at [email protected].