About This Episode
In this episode, Jean Sideris, Director for the MENA region at Edgar Dunn & Company, speaks with Suryaveer Singh, Head of Loyalty, CRM and Data Analytics at Emirates National Oil Company (ENOC). Suryaveer shares his journey into the loyalty space and the development of Yes Rewards, ENOC's innovative loyalty program. They discuss the challenges of operating in a regulated fuel industry, strategies to drive customers toward higher-margin non-fuel services, and the importance of data protection and GDPR compliance.
Suryaveer highlights the success of Yes Rewards and reveals plans to expand the program through new partnerships, enhancing customer engagement and value beyond fuel services.
Join us for insights into loyalty, data, and payment innovations shaping the UAE’s dynamic retail market!
Listen to the episode
Episode Links
Emirates National Oil Company (ENOC)
Guest Bio
Suryaveer Singh is the Head of Loyalty, CRM, and Data Analytics at Emirates National Oil Company (ENOC). With over 15 years of experience across various industries, he led the development of Yes Rewards, the UAE’s first Fuel Rewards Program. Launched in 2020 with Comarch as the loyalty partner, the program offers seamless digital features, including app-based OTPs, instant earn-and-burn capabilities, and cross-promotions between fuel and non-fuel brands. Suryaveer’s innovative approach and focus on customer engagement have grown Yes Rewards to over 1 million members and earned multiple accolades, including Gold in the Customer Happiness Awards 2024.
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Jean is a Director and leads EDC’s Dubai office. He has over 20 years’ experience in payments and financial services in the areas of strategy, financial analysis, pricing & interchange, product development, regulation and financial inclusion. Prior to EDC, Jean held several senior management positions with global payment leaders. He was previously Visa’s Chief Strategy Officer for CEMEA, overlooking investment, corporate strategy and M&A in over 90 countries. Beforehand, he spent over 12 years with MasterCard Europe in sales, finance & strategy. He holds an MSc in Applied Economics from Solvay School of Economics & Management, ULB in Belgium.
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