VAD Technologies has announced its distribution partnership in the Middle East region with Freshworks. With this announcement, VAD Technologies will expand Freshworks offerings in the Middle East market.

Freshworks is already seeing increased demand from the region with thousands of customers from the Middle East. With a dedicated go-to-market team, managing field and channel partner operations, VAD technologies will play an important role in growing Freshworks’ business in the Middle East. Some of the key focus sectors in the region are BFSI, MRD, IT, Travel and Hospitality, Education, and Healthcare.

“The Middle East is a very important market for Freshworks,” said Saurabh Prabhuzantye, Head of Business for the Middle East and Africa, Freshworks. “The Partnership with VAD Technologies is an important milestone for us, as it enables us to bring our innovative Saas products to companies who we are looking to better their customer experience. The combination of our industry-leading software solutions along with the network of VAD in the region will enable our new and existing partners to grow Freshworks’ business.”

Mario M. Veljovic, General Manager at VAD Technologies said, “Our mission of cloudification of our product and solutions portfolio requires that we are constantly scouting disruptive next-generation technologies to ensure that our partners can offer the latest and greatest to their customers. Freshworks, as the leading provider of customer engagement software, supports perfectly our vision. We are extremely happy to partner with Freshworks in the Middle East region.”

With mobile penetration now placing the UAE as a top destination for e-commerce, more companies are now leaning towards adopting cloud-based solutions such as software as a service (SaaS) suites to enhance their customer support. This, combined with personalized customer journeys, is the only way to survive in today’s highly competitive digital era.

Earlier, Freshworks had also hosted a stakeholders’ networking forum to discuss the future of customer experience in the Middle East. Details emerged that even with most companies have made huge strides in improving and enhancing their customer experience, more was needed to be done to effectively and efficiently address evolving customer dynamics and expectations.