Treasury Priorities for Multinational Corporations - Middle East and Africa

20 | Treasury Priorities for Multinational Corporations Optimizing customer relationships When asked about their treasury priorities for optimizing customer relationships, MNC’s highlighted a multi-faceted approach that balances customized solutions, flexible terms, and digital innovation. The survey data reveals three primary areas of focus: Organizations are strategically prioritizing customer-centric financial approaches. A significant focus is placed on cultivating deeper relationships with key clients through tailored financial solutions, indicating a move towards bespoke offerings rather than one-size-fits- all terms. This is complemented by a strong emphasis on providing flexible payment options, underscoring the importance of adaptability in credit management to foster loyalty and support sales. Furthermore, some corporates are actively pursuing the transition to fully digital payment solutions for customers, recognizing the benefits of enhanced efficiency, transparency, and an improved overall customer experience. Regional and Technological Priorities • East Africa’s Focus on Customization and Digitalization: In East Africa, the emphasis on customized solutions and digitalization is particularly pronounced. A substantial 64% of respondents in this sub-region are focused on providing tailored financial offerings, while 50% are prioritizing the transition to digital payments. This highlights a strong drive towards innovative and customer-centric financial solutions in this specific market. • North Africa’s Emphasis on Flexibility: In contrast, MNC’s in North Africa place a greater emphasis on offering flexible payment terms to customers. This suggests that in this sub- region, competitive credit terms are a primary lever for strengthening customer relationships. • Limited Focus on AI-Driven Forecasting: Despite the growing interest in artificial intelligence across the financial industry, the survey indicates that investing in AI-driven tools to forecast customer payment behaviour is currently the lowest priority for all regions, with only 9% of respondents listing it as a key focus. This suggests that while AI may be on the horizon, its practical application in this specific area of treasury is still in its nascent stages for most MNC’s in the MEA region. Customer relationship optimization 50% 40% 30% 20% 10% 0% 43% 41% 32% 27% 18% 10% Strengthening relationships with key customers through customized financial solutions Exploring advanced receivables financing solutions Offering flexible payment terms to customers Providing incentives for early payments through discount programs Transitioning to fully digital payment solutions for customers Investing in AI-driven tools to forecast customer payment behaviour