Registration & networking

Signature programmes, in parallel:

- Customer Experience Foundation Certification (English)
- Customer Experience Foundation Certification (Arabic)
- Customer Service Foundation Certification
- Improv & Theatrical Methods in CX Design Workshop
- CX Story Workshop

CXSA Certified Customer Experience Foundation Programme (Available in English and Arabic)

1 Day programme
The Customer Experience and Service Association Middle East (CXSA) is delighted to offer the first customer centricity education certification, designed specifically for people and organisations in the Middle East.
The CXSA education series consists of 12 core competencies split into the following streams:

- Core skills covered in the Practitioner Certification
- Structural skills covered in the Masters Certification
- People skills covered in the Leaders Certification
- Executive support skills covered in the Champion Certification
- Extended skills covered in the Specialist Signature Series


The CXSA Foundation Certification is designed for:
- Practitioners who are already in customer centricity positions and want to gain an understanding of advanced next practice CX skills emerging.
- New entrants who need a road map through every competency necessary to creating a customer centric organization.

Foundation is a one day workshop aimed at orienting staff into the core components critical to building a customer-centric company, so change thinking and approaches are understood and supported. We recommend all staff in companies looking to become customer centric undertake this workshop.
The workshop gives delegates a Certified CX Foundation Qualification.
Delegates will also create their personal development roadmap to deliver against career aspirations.

Agenda includes the following topics
- Defining Customer Centricity versus Customer Experience
- Business impact with supporting case studies
- Core competencies for creating a customer centric company
- Best practice versus next practice
- Outcome based thinking
- Customer Journey Mapping
- VOC, Research and Insights
-Your role and roadmap


Arabic programme to be led by:
Nisreen Al Shami, Trainer, Gallup Coach, Facilitator, KSA

English programme to be led by:
Charles Bennett President & Founding Board Member, Customer Experience Service Association Middle East (CXSA)
Hassan Mohammad Chief Knowledge & Innovation Officer/Founding Board Member, CXSA Middle East

Certification by CXSA for all those who attend this workshop and complete the online assessment exercise based on a real world case study in the last 2 ½ hours of the workshop to gain your certification.

CXSA Certified Customer Service Foundation Programme Delivering Customer Service for Practical and Significant Impact

1 Day programme
After one negative experience, 51% of customers will never do business with that company again. In U.S. alone companies lose more than $62 billion due to poor service.
Yet increasing customer retention rates by 5% increases profits up to 95%.

Good service is no longer enough - companies that want to succeed need to be outstanding and remain so - forever!

This premier Certified Customer Service Programme is designed to build on the latest thinking and techniques. It is inspirational and highly participative supported by wide range of examples and case studies.

Part 1
- Next Practice Foundations
- Practical Impact
- Real World Challenges
- Definitions

Part 2 - Competitive Environment
- Characteristics of High Performers
- Customer Service Strategies
- I.S.E.R.V.E. Customer Service Model
- 7 Step Customer Service Strategy

Part 3
- Building a Customer Service Culture
- Alignment to Customer Experience Strategy
- Goal Setting & Performance Measures
- Recruiting your team
- Tools & Techniques
- Building Authority & Influence
- Performance Feedback

Workshop led by: Raquel Perez Nolla, Founder of Culture of Excellent Service, Coach and Trainer, Spain
Certification by: CXSA for all those who attend this workshop and complete the online assessment and workshop case study exercises.

Creating a deep understanding and actionable insights to CXManagement & Customer Centric CX Design.

Half day programme

CXStoryTM has been developed by script writers, consultants and trainers who have;

- Written Hollywood feature films and TV series
- Worked as story editors for film and TV production companies
- Written corporate videos, brochures and sales and marketing scripts for Global brands, including Accenture, Kraft, Heinz, Federal Reserve Bank....
- Written brand materials, proposal documents and sales & contact centre scripts
- CXStoryTM want to work with you to impart our specialist knowledge and give you training and support to enable you to build bridges between people, grow your reputation, relationships, and influence.
- We will show you how to master your compelling CXStoryTM.....

During this session you will learn:
- The fundamentals of storytelling in business. When and where to apply to deliver maximum impact to your messages
- How to structure a business story using approaches that work for every type of business scenario
- Takeaway added-value ideas that will add impact your messaging and ideas
Workshop led by:
Eddie Rattray, Chief Executive ValuGenie and Hollywood Script Writer

TOOL STUDY & EXERCISE WORKSHOP OPEN THE STAGE: Improv and theatrical methods in CX design

Half day programme
Designers are often thought of as problem solvers & solution creators. Historically, they have been left to their own devices, “thinking up" creative solutions for someone else to implement. But this “agency" model is now seen as increasingly outdated, risky and ineffective. Instead, a designer’s job today is to co-design with stakeholders – understanding them, and building solutions with them. Today, we design "with, not for."

This requires specific skills in facilitation, as well as suitable tools. In this presentation, we will look at how tools from theatre – such as rehearsal, improvisation, and dramatic arcs – are used to successfully understand needs, then envision & prototype how real services are delivered. We will even try some, live in the room.

Workshop led by:
Adam Lawrence, Adjunct Professor at IE Business School, Best selling Author & Educator

Welcome & opening remarks from the Conference chairman

Keynote: Changing mindsets - The toughest leadership journey

The fast adoption of innovative technology combined with empathy and a focus on delivering incredible results has set a high bar in the minds of today’s consumers. Take examples such as Apple, AirBnB, Uber - these services have led to consumers having higher expectations in terms of benchmarking quality service. As mentioned above, simply having great technology or an excellent user interface isn't enough to make your company stand out from the others. Empowering your staff with the tools they need is also just as important!

SPEAKER:

Razan Al Mazroo, Innovation & Service Design Director, Digital Government Authority, KSA

Keynote: Should the CEO be the ultimate champion for customer-centricity?

Rethinking customer-centricity in the new world

- Is Customer Experience the topmost discipline for high performing companies?
- What are the biggest challenges in becoming Customer Centric? How do you solve them?

SPEAKER:

Eng Rayyan Samman, Group Chief Experience Officer, Saudi German Hospitals, KSA

Case study: Presented by Oracle

Panel discussion: CX in the boardroom - In the Hot Seat

Is Customer Experience the topmost discipline for high performing companies?
Should the CEO be the ultimate champion for customer-centricity? What are the biggest challenges in becoming Customer Centric? How do you solve them?

Hear from Business Leaders in the GCC region & International experts as they answer some of the most pertinent questions that challenge Customer Experience.

PANELISTS:

Dr. Sobhi Sulieman Agha - Group Chief Marketing officer, SAB Investment
Stefan Osthaus, President, Customer Institute
Osama Redaian - Head of Operations, Bupa Arabia
Mohammed AlDossary - SVP, Head of Customer Experience, Riyad Bank
Sanjeev Aggarwal - General Manager Business Excellence, CX & Digital Transformation, Petromin Express

Moderator: Charles Bennett, President, Customer Experience & Service Association, Middle East

Case study: Presented by Globitel

Registration and networking coffee

Welcome remarks

Delivered by Dr. Fahad Al Twaijry, Director, Ejtemaat Events MENA LLC

Opening remarks: Can GCC become a customer centricity power house?

Redefining customer experience in the Kingdom

SPEAKER:

Abdullah M. Albahouth, General Manager of Insurance Excellence, General Organization for Social Insurance, KSA

Introducing the conference theme: Making customer centricity your business game changer

SPEAKER:

Charles Bennett, President & Founding Board Member, CXSA Middle East

The VIP Government Panel: Broadening the horizon of citizen-centricity

GCC regional governments and business leaders are positioning their organizations to be key players in the world economy. People's happiness, innovation and digital excellence are established priorities. All organisations undertaking this level need to seriously reflect on their progress at both a macro and micro level.

This debate evaluates how citizen-centricity has the ability to impact entire countries & nations? How are we doing so far? How long is the journey? What are the pitfalls and lessons learnt? Is it enough to have robust systems & governance in place or do we need to change behaviors & mindset by building passion, skill & confidence? What Is the ROI of Citizen experience?

SPEAKERS:

Abdulaziz Alshamsan, Executive Director General CX, Ministry of Human Resource & Social Development, KSA
Dr. Duaa Abaoud - Ministry of Municipality & Rural Affairs
Feras J. Ahmed, Chief Executive Officer, Silah Gulf
Moderator: Essam A Almmar- Associate Professor, King Saud University