In Conversation with Daniel Hagos, SVP of Revenue & Managing Director - EMEA, SAP Emarsys

CX is evolving fast, and brands can no longer rely on old models of loyalty, siloed channels, or machine-only personalisation. Today’s growth leaders must balance data with human understanding, build consent-driven identity foundations, and design experiences rooted in cultural relevance.

From WhatsApp-first markets to the rise of trend-loyal customers, the new CX landscape demands flexibility, local insight, and a deep focus on customer lifetime value, because long-term growth depends on how well brands adapt to what truly drives consumer behaviour.

“Personalisation has evolved and there were the days of saying the right message to the right person at the right time. Now I feel like it’s more about the right consent, right identity versus just the right message and the days of having this automated one-to-one machine-based personalisation,” says Daniel Hagos, SVP of Revenue & Managing Director – EMEA, SAP Emarsys.

His perspective reflects a wider industry shift toward identity-first CX, where meaningful engagement starts long before any message is sent.

Top Insights from Daniel Hagos: 

1. Brands often rush toward AI or automation, but sustainable growth starts with consent, identity, and clean data. With proper setup, marketers can deliver trustworthy, human-centred personalisation that blends machine intelligence with real customer choice.
2. Channels are no longer competing; stores, sites, apps, and WhatsApp now work together to mirror real customer behaviour. So, growth comes from building unified experiences where each channel supports the next, not operates in isolation.
3. True loyalty is declining, while trend loyalty, fast, hype-led, and unpredictable, is rising. To stay relevant, brands must offer transparent benefits, cultural relevance, and experiences that go beyond discounts and speak to local expectations.

Watch the full interview here.