19-22 October 2020

Download the brochure

Empowering customer experience in the Middle East

Educate . Engage . Empower

Customer Experience, Innovation, Leadership & Culture

About E3

The E3 digital conference will discuss how regional corporate and government institutions can transform their organisations with the customer agenda being a primary driving force.

  • • The conference will introduce new next practice ideas that are proven to be of high value but have not yet been mass adopted.
  • • We will be showcasing regional and international success stories.
  • • We will also be exploring how we can effectively learn from past mistakes and underperformance
  • • The conference discussions will be led by a carefully selected panel of experts with years of extensive knowledge and practice in Customer experience
  • The digital conference will explore new ideas, strategies and methods that will inspire Middle Eastern companies to advance and thrive as world-class pioneers in the rapidly evolving customer

    read more....


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Sponsorship opportunities

The first of its kind forum in the Middle East which will feature over 30+ world class experts and thought leader who will be expanding on how businesses in the GCC and government organisations can take advantage of the rapidly evolving opportunities the customer agenda offers.

See top 6 benefits of sponsorship
  • 1. Generate new business through engaging with more than 300+ attendees to expand your network.
  • 2. Introduce new products and services to a targeted audience of industry professionals with significant purchasing power.
  • 3. Increase your international presence as you network with professionals from over 30+ countries.
  • 4. Gain a significant amount of digital and print brand exposure before, during, and after the event.
  • 5. Network directly with industry leaders and buyers via the event’s high-impact commercial opportunities that will strengthen your network within and beyond the region.
  • 6. Stay connected & top of mind as you share, gain and learn more about the current trends and insights into your target markets.

For more information, download the sponsorship brochure. Download sponsorship brochure

Networking Sponsor









Meet our professionals

  1. Picture of Charles Bennett

    Charles Bennett

    President, Customer Experience Service Association Middle East (CXSA)

    President of the Customer Experience and Service Association for the Middle East. Worked with companies such as Citibank, Nielsen and Microsoft to implement next practice customer experience strategies to compete and outperform competition.

    Picture of Ian Golding

    Ian Golding

    CEO and Founder, Customer Experience Consultancy, UK

    One of the most accomplished and experienced customer experienced trainers and advisors on customer experience change globally. Worked with more than 10,000 companies globally and across the GCC to help them define and implement customer strategies that work!

  2. Picture of Hussein Dajani

    Hussein Dajani

    General Manager - Customer Experience Transformation - Africa, Middle East, India, and Turkey - Nissan Motor Co

    Over the past few years, Hussein has worked with the likes of WPP and Publicis overseeing some of their largest regional clients (such as STC, Vodafone, Nokia, Visa and HSBC) and was fortunate enough to be recognized as a high potential leader by WPP being awarded the renowned WPP Young High Potential Leaders' Award from Sir Martin Sorrell himself, as well as receiving regional awards from the likes of Gulf Marketing Review, which identified him as one of the 40 top marketing professionals in the region, and being voted by the Huffington Post as among the 10 people changing the marcomm landscape in the MENA region. Since working on the agency side, Hussein has transitioned to client side and worked with some fantastic brands in senior leadership roles (as detailed below). Hussein's core expertise lies in the Digital Marketing and Tech space, evolving over the years from a pure player marketeer. Starting his career with some of the worlds' greatest communication companies, today Hussein is the GM for Digital and CX Transformation with Nissan Motor Co. for Africa, Middle East, India and Turkey overseeing some of the most dramatic customer transformations the company has had to go through in recent times.

    Picture of Dr Tahir Hussain,

    Dr Tahir Hussain,

    Chief of Strategy and Transformation C1,

    Ministry of Health, KSA

  3. Picture of Diane Magers

    Diane Magers

    CEO, Experience Catalysts & Chairman Emeritus, Customer Experience Professionals Asssociation, USA

    Recent CEO of the Customer Experience Professional Association of global CX experts. Built and implemented highly successful customer strategies and roadmaps for numerous tier 1 corporates including AT&T Entertainment Group and Sysco.

    Picture of Peter Halsor

    Peter Halsor

    Digital and CX Consultant, Former Chief Customer Experience Officer, Riyadh Bank, KSA

    As Chief Customer Experience Officer at Riyad Bank, Peter led a business transformation programme to drive customer-centricity across the retail bank. He was responsible for defining the customer experience strategy across all channels and working within the C-Suite to drive CX transformational change and digital innovation. As part of this work, Peter implemented a state-of-the-art Customer Experience & Innovation Laboratory - the first bank in the region to do so. Peter is currently providing consulting expertise to several leading Saudi institutions; helping them to build better solutions for customers whilst driving digital transformation.


9:00 AM - 9:15 AM
Welcome and introduction

Kym Hamer

Founding Board Member / Chief Customer & Strategy Officer, CXSA Middle East

Jeremy Nicholas, Broadcaster and Host of The After Dinner Show

09:15 - 16:30
CXSA Certified Customer Experience Practitioner Programme, Day 1 of 2

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 Practitioner Certification is designed for:

  • Practitioners who are already in customer centricity positions and want to gain new next practice skills emerging
  • New entrants who need a road map through every competency necessary to creating a customer centric organization

Agenda Topics

  • Learn the principles of next practice Customer Experience. Why is next practice critical to companies in 2020?
  • Differentiate customer centricity approaches from traditional best practice CX
  • Assess the traditional best practice methods and understand relative strengths and weaknesses
  • Learn the core components to build a customer centric company
  • Learn the the fundamentals for defining the ROI of Customer Experience and P&L impact
  • Build a next generation Journey Mapping framework that identifies simultaneous revenue, cost and service impact
  • Hear local and international case studies
Charles Bennett

President & Founding Board Member, Customer Experience Service Association Middle East (CXSA)

Edward Hobart

Vice President, B2B Survey Implementation Team Leader at Wells Fargo, USA

Certification by for all those who attend this workshop and complete the online assessment exercise based on a real world case study in the last 2.5 hours of the workshop to gain your certification.

CXSA Certified Customer Service Programme Delivering Stellar Customer Service

Day 1 of 2:
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.

Principles of Outstanding Customer Service

  • What is outstanding customer service?
  • Understanding the impact on business performance, reputation and differentiation?
  • Learn the worlds best companies using service as a differentiator?

Introduction to the I.S.E.R.V.E. Methodology

  • How do great service professionals behave differently?
  • Introduction to the I.S.E.R.V.E. methodology?
  • How was the methodology built and what value does it offer over traditional best practice?

Phsychology of Customer Behaviour

  • How do customers think and what are their expectations?
  • Understanding the 5 types of customer, their thinking, expectations and behaviour
  • Using emotional intelligence principles, building empathy and rapport

Advanced Questioning Techniques

  • How to encourage a customer to readily communicate exactly what they want?
  • Learn three qualification techniques that inspire confidence and create open communication
  • Understand outcome thinking principles and how to understand unspoken needs
  • Learn principles to structure your sentences for maximum impact

Building and Maintaining the Right Attitude Even in Difficult Situations

  • Understanding the principles of creating a great customer culture
  • How do you build and maintain a winning attitude?
  • How to avoid demotivation and dips in performance in high pressure environments?

Applying Customer Service Principles to Different Settings

  • What can you learn from face-to-face interactions?
  • What can you learn from interactions on the phone?
  • What can you learn from online interactions?

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 after the workshop

CXSA Certified Patient Experience Practitioner Programme

The GCC is fast becoming one of the leading regions in the world for healthcare. Patient experience is now recognised as the core differentiator and it has to be constantly applied to a rapidly evolving healthcare environment where new challenges that impact everything arise in a matter of weeks. The Patient Experience Network is at the centre of innovating this critical area:
Learn the opportunities that patient experience offers organisations in the GCC.
Assess the current state of the industry and benchmark how well healthcare is performing compared to patient expectations.
Understand the core methods, thinking and techniques that can be used to assess and improve patient experience.
Learn: 3 new concepts around patient experience design thinking which you can take back and directly apply to your own organisations.

Patient Experience Network

Ruth Evans MBE, Managing Director, Patient Experience Network
Louise Blunt, Head of Operations, Patient Experience Network

Certification by CXSA & Patient Experience Network for all those who attend this workshop and complete the online assessment after the workshop

CXSA Certified Customer Experience Foundation Workshop

Foundation is a 1 day workshop aimed at orientating 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 Level Foundation Qualification. Delegates will also create their personal development roadmap to deliver against career aspirations.

  • 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
  • Your role and roadmap

Agenda Topics

Definitions and core principles
Introduction to each core competency:

  • Customer & company process
  • Customer insight
  • Innovation
  • Customer strategy
  • Change management & implementation
  • Business case, defining impact & roadmap
  • Success measures & key performance indicators
  • Employee engagement & culture development
  • Adaptive technology and alignment to customer
  • Selling change within the company
  • Accelerating change, recognition, promotion
  • Principles of customer centricity leadership
  • Creating your specific personal development roadmap
Hassan Mohammad

Chief Knowledge & Innovation Officer/Founding Board Member, Customer Experience Service Association Middle East (CXSA)

Certification by CXSA for all those who attend this workshop plus complete the online assessment after the workshop

09:00 AM - 9:15 AM
Welcome and introduction
Kym Hamer

Executive Vice President - Strategy, Customer Experience Service Association Middle East (CXSA)

Jeremy Nicholas

Broadcaster and Host of The After Dinner Show

Parallel workshops -
09:15 - 16:30
CXSA Certified Customer Experience Practitioner Programme, Day 2 of 2

Delegates will build upon the core principles learned on the first day of the workshop. The discussion on this day are equipped with new core skills that drive customer centric change:

  • Gaining deep insight into customers wants and needs beyond what any Voice of Customer programme would deliver. Delegates take advantage of next practice outcome based thinking techniques that driven identification of opportunities beyond what even a customer is currently aware of
  • Optimising existing workflow so all unnecessary cost and complexity are removed and alignment to enhanced customer outcomes - creating simultaneous revenue, cost and service impact
  • Introduction to the latest principles in innovation and mastering techniques to think "out of the box" and create new revenue, cost and service impact simultaneously.

Topics Day 2 of 2

  • Learn the principles of Design Thinking and moving from products to experiences
  • Structure Voice of Customer Programmes for indepth and actionable insight
  • Learn how data collection and analysis is prone to distortion and assess newer insight techniques
  • Learn the principles of outcome based thinking and uncover ways of aligning to customer innovation
  • Apply the techniques learnt in the workshop to create innovative an industry even if you have no previous experience
Charles Bennett

President & Founding Board Member, Customer Experience Service Association Middle East (CXSA)

Edward Hobart

Vice President, B2B Survey Implementation Team Leader at Wells Fargo, USA

Certified CXSA Service Workshop Delivering Stellar Customer Service - Day 2

Day 2: Agenda

Communicating and Managing Customer Expectation

  • Understand different communication styles and how to align the right one to your customer
  • Learn ways to create delight even in mundane situations
  • Learn the 3 key steps to expectation management and understand how to apply them

Effective Handling of Complaints and Creating Extra Opportunity

  • Understand why customers complain and the true opportunity which most companies and service specialists miss
  • Learn the 5 step process to handle complaints brilliantly and almost every time
  • What is the ongoing business opportunity and how to influence a complete attitude change
  • Techniques to handle the most difficult customers and to avoid unpleasant situations

Advanced Telephone Skills

  • Learn advanced principles of telephone communication
  • How to build rapport quickly with your voice
  • Understand the unspoken messages how to handle them
  • Learn the principles that not only create a great outcome but a great experience also.

Body Language

  • What body language signals are most critical for a great first impression?
  • What gestures put customers at ease and let you establish rapport with them?
  • How to spot the lies through body language

Learning How to Grow and Become Exceptional

  • Understanding the opportunities and challenges that face service agents every day
  • Building a strategy for continual growth
  • Learn how companies can create a great culture and how you can contribute and influence its development and growth
  • What are the opportunities for top performers and how do you ensure you maximise your opportunity?
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 after the workshop

CXSA Certified Patient Experience Workshop

Day 2 of 2

The GCC is fast becoming one of the leading regions in the world for healthcare. Patient experience is now recognised as the core differentiator and it has to be constantly applied to a rapidly evolving healthcare environment where new challenges that impact everything arise in a matter of weeks.

The Patient Experience Network is at the centre of innovating this critical area:

  • Learn the opportunities that patient experience offers organisations in the GCC
  • Assess the current state of the industry and benchmark how well healthcare is performing compared to patient expectations
  • Understand the core methods, thinking and techniques that can be used to assess and improve patient experience
  • Learn: 3 new concepts around patient experience design thinking which you can take back and directly apply to your own organisations.
Ruth Evans MBE

Managing Director, Patient Experience Network

Louise Blunt

Head of Operations, Patient Experience Network

Certification by: CXSA & Patient Experience Network (PEN) for all those who attend this workshop and complete the online assessment after the workshop

09:15 AM - 16:30
Creating a Culture of Innovation in Government

Creating a Culture of Innovation in Government

  • Understanding what innovation means in the government sector
  • Core principles behind developing an innovation culture
  • Thinking outside the box, practical application of innovation models
  • Case studies of success and failure

Thought leadership: Meeting the expectation of the citizen as we undergo the transition from the information to customer age

  • Understanding successful citizen outcomes and their evolution
  • Creating a culture of customer obsession
  • Where do you start? How do you do it? Ideas to stay ahead

Case study: How Dubai is building the most advanced smart city in the world

  • Understanding the concept of smart city and its expected evolution
  • Planning for a future that cannot be predicted
  • How we did it - the Dubai Smart City Success Blueprint
09:00 AM
Welcome & Introduction to the E3 online conference by the Conference Chairman
Charles Bennett

President & Founding Board Member, Customer Experience Service Association Middle East (CXSA)

Jeremy Nicholas

Broadcaster and Host of The After Dinner Show

09:15 AM
Keynote: The Future of Customer Experience Profession

In the last 5 years Customer Experience has become centre stage as the strategy of choice for many companies. Studies have shown that the best have dominated and changed their industry, ripping up the profit first doctrines that has dominated 21st century capitalism.
Despite early promise, many companies have simply not attained anything like the expected results and in the eyes of many CX has foundered.

Is this true? Or have these companies made key mistakes?
This provocative keynote delivered by one of the most experienced practitioners and coaches in the industry places the industry under the microscope and examines what we are going to need to do differently to make CX V2.0 the roaring success it always promised.

Ian Golding

CEO and Founder, Customer Experience Consultancy, UK

09:35 AM
Panel discussion: Co-creating a future where customer experience has a direct impact on business performance

We are likely to see more change in the next ten years than at any time since the industrial revolution. Is Customer Experience keeping up? Is it going in the right direction? What should we do differently? Hear from a group of experts discussing possible scenarios for customer experience and think through what this may mean for your business performance.

MR. Abdulaziz Alshamsan, Executive Director General - CX and Corporate Communication, Ministry of HR & Social Development, KSA

Faran Niaz, Founder and CEO, CX Future and former SVP Global Head of Service Quality and CX, Abu Dhabi Islamic Bank, UAE

Edward Hobart, CX Leader, Wells Fargo, USA

Simon O Donnell, Global Retail Experience Specialist

Seham Elbehissy, General Manager Digital & Connected Cars, RENAULT MIDDLE EAST

Ahmed Maher Yousef, Managing Partner, Businessway CX World, KSA

Moderated by:

Kym Hamer, Chief Customer & Strategy Officer / Founding Board Member, Customer Experience Service Association Middle East (CXSA)

10:30 AM
Practitioner case study - Hear how 5 powerful strategies has redesigned the Nissan business model and observe the deployment of a customer centric business strategy in action.

The automobile industry is under significantly increased pressure in 2020. Social energy initiatives are forcing companies to redesign everything and modern transport is going to change more in the next ten years than at any time since Henry Ford introduced the world to mass production.
The customer is going to be centre stage in the co-creation of the automotive company of tomorrow. Nissan in the UAE has been centre stage in designing implementing a customer centric strategy that is 180 degrees different form the car manufactures of yesteryear.

Hussein Dajani

General Manager - Digital and CX Transformation, Nissan Middle East, Turkey, India and Africa

10:50 AM
Competitive debate: Customer experience needs to be re-defined, otherwise it will become a secondary priority

Listen to 2 teams debate this very important question in a vigorous but provocative way. Take the opportunity to ask questions, take a panellist to task or simply voice your opinion. At the end of the debate we will vote for the winner. This is a great opportunity to hear the arguments and gain valuable insight into a rapidly evolving profession.

Mohsen Malaki, Director, Synergy Consulting, UAE

Ian DSouza, Manager Quality Assurance, Emirates NBD, UAE

Majed Al Bahiti, Head of Marketing, Tawuniya, KSA (TBC)

Ehsan Bin Abdullah - Head of CX, Al Rajhi Takaful, USA

Stefan Osthaus, President, Customer Institute, Germany

Hussein Dajani, General Manager - Digital and CX Transformation, Nissan Middle East, Turkey, India and Africa

11:30 AM
Keynote Address: Creating Standards for Customer Experience

How can you set your CX Initiative apart? Get acknowledged for the good work you are doing!
Organizations everywhere need to trust the trainings, tools, and methods applied while improving their customer centricity. The Customer Institute certifications of individual tools or complete programs help to create such trust and provide a solid foundation for every customer centricity initiative.
In this session you will learn:

  • How certifications work
  • How your tools, methods and programs can become certified
  • What are the benefits of certifications and how to best leverage them for your programmes, your company and your career
Stefan Osthaus

President, Customer Institute, Germany

11:50 - 12:30
Case Study: Lessons learned from 6 years in the C-Suite

1. The role of CX as a transformational enabler:

  • Importance of CEO Sponsorship
  • Stakeholder alignment
  • Governance, Governance, Governance

2. Where to start: In an organisation with low CX maturity, the CX vision will almost certainly exceed the skills base

  • Building skills takes time, but business leaders expect results
  • Where to focus first
  • Training & Certification implications

3. Need to focus on Employee Experience
4. Fix the basics vs holistic redesign of CX
5. Aligning Brand Values to Customer Experience

Peter Halsor

Former Chief Customer Experience Officer, Riyadh Bank, KSA

Parallel Master Classes
Customer Experience World Games

Take the opportunity to network and collaborate with peers in teams, learn new ideas and compete to win as you take on a CXWG challenge proposed specifically for GCC delegates. Win or lose, you get to take back all ideas which will prove useful for you to pass on. Take the CXWG challenge and discover how your CX skills can make a real difference.

Christopher Brooks

Managing Director Clientship, Founder of Customer Experience World Games, UK

Voice of Customer & Metrics

How do you build a Voice of Customer Programme and create insight that makes a critical difference?

  • Learn the 7 core principles of great Voice of Customer Programmes
  • Understand the most common mistakes
  • Learn 5 new techniques that you can use even if you are not an analyst or data expert
  • Create ways to display insight so it is compelling and readily actionable by senior stakeholders
Faran Niaz, SVP Global Head of Service Quality and CX, Abu Dhabi Islamic Bank, UAE
CX Strategy

How to develop and deliver an amazing customer experience in an unpredictable world?

The fight to achieve a market-leading customer experience is increasingly feeling like a maelstrom and firms are struggling to keep up. The impact of the pandemic, competition, disruption, artificial intelligence, automation, big data, omni-channel, personalisation, behavioural science, privacy, ROI challenges.... these are only some of the issues that firms are wrestling with. In a punchy and colourful way, Adrian will explore some of challenges businesses face, what they can do to surmount them, how they should approach these challenges as they look to grow and what they should be focusing on to help them develop and deliver the market leading customer experience that they desire.
This interactive masterclass will brief attendees on the key issues, share a number of market leading case studies, provide an overview of the key challenges and success factors and help identify key areas where their businesses should invest if they are to improve their overall customer experience as well as striking the right balance between their digital CX solutions and the human touch.

Adrian Swinscoe

Customer Experience & Service - Board Advisor, Forbes Contributor, Keynote Speaker & Author

CX in Employee Engagement - Creating and Engaging Employees by Focusing on their Experience

Join us for thought provoking yet practical way to impact your organization by learning ways to create great experiences for your employees. We look to employees to deliver great experiences, yet we may miss the opportunity to create great experiences for them. We will discuss how to create and design their experiences which can drive positive change to how they deliver experiences to your customers and create internal business value. This session will:

  • Learn-by-Doing with a virtual collaboration, hands-ons exercises
  • Discuss how to craft a strategy to support the employee experience and engagement
  • Understand the core concepts, practices and impact needed to define and design this critical part of your experience management discipline
  • Learn some tools and techniques and discover creative ways to engage and enable employees
  • Learn how to define and communicate the financial value and impact of employee experience
Diane Magers

Chief Experience Officer at Experience Catalysts and Chairman Emeritus of Customer Experience Professionals Association

Cx in Leadership - Creating Highly Engaged Teams in a Virtual World:

Virtual teams are now an integral part of our business life. Creating engagement and passion in groups who communicate primarily via electronic means is challenging but essential for companies looking to recover and thrive after the turbulence of 2020. Creating Engagement has never been harder or more important, in today's virtual world.

  • Learn the ten core principles of virtual engagement
  • Use the F.A.S.T.E.R leadership methodology to inspire teams, build their confidence and get the best out of them
  • Learn how Focus and Accountability increases effectiveness, Simplicity and Transparency improve efficiencies, and Empowerment and Recognition creates highly engaged teams, that will impress your customers and deliver excellent service
  • Apply new thinking to solve a real world problem faced by the majority of organisations today.
Gordon Tredgold

Leadership & Culture Development Author of F.A.S.T. and finalist for Management Book of the Year 2017 Top 50 Global Leadership Expert

Chief Marketing Officer Round Table (invitation only)

Details to be added

Matt Watkinson

CEO & Co-founder Methodical, Board Advisor, Author 10 Principles behind Great Customer Experiences & The Grid

Parallel Breakout education sessions - Practitioners
Service Design innovation for future Government

Implementing Human Centered service designed in government is more complex because it provides thousands of services to millions of various segments of the community. Therefore, this master class will provide a practical service design model and framework that fits the government sector. The main key deliverable:

  • International trends & future foresight affecting governments around the world
  • Understand how to design & implement different government services typologies
  • Identifying the invisible elements of design: Public-Government relationship exchange, value, relationship fit, network & behavioral nudge
  • Learn the Government Relationship innovation design management Framework Develop customer experience intelligence System for Service design
  • Create Service design innovative cultural change program for government organizations
  • Use Service design tools to increase adoption of digital government services
  • Implement Service design governance, hierarchy & identifying right capabilities & systems
  • Key requirements & process for Government service design lab and sprint
  • Self-evaluation of service design readiness & Exercises for Practical tool kits for service design
Dr Muna al Dhabbah

ex-Director of Government Service Development, Ministry of Cabinet Affairs UAE & CEO, Mirradical Consultancy and Training

CX Retail Innovation strategies for the retail sector

The sector is facing the greatest pressure in its lifetime. Online shopping means fewer customers visit the mall and the impact of recent world events may mean visitor numbers will be curtailed considerably further. Despite this a percentage of companies will continue to grow and thrive. These companies will not compete using traditional approaches but they will innovate to create significantly improved outcomes and experiences

  • Learn how the experience economy has benefited different retail organisations
  • Understand the core principles of innovation and how reframing thinking patterns creates different views of a problem or opportunity
  • Learn 3 key innovation techniques that every strategist or problem solver needs
  • Apply new techniques into a real world case study and identify new ideas that traditional best practice would almost always miss
CX in Healthcare

Session 1. Patient Experience beyond 2020

Dr. Tahir Hussain

Chief of Strategy and Transformation C1, Ministry of Health, KSA

Session 2: Insights into Action

Ruth Evans MBE, Managing Director, Patient Experience Network, UK Louise Blunt, Head of Operations, Patient Experience Network, UK

CX in Banks and Finance

Building a loveable bank - Do it consciously!

The story of how Budapest Bank - as a legacy company - wants to become the most customer centric culture in Hungary.

  • Strategy: How to convince the CEO on strategic focus
  • VOC: Define the top 10 customer needs with highest impact on customer satisfaction
  • Measurement: Who are the `love branders` and how did we prove they are worth 50% more than the non-satisfied customers?
  • Customer Journey management: Managing our key customer journeys to deliver the highest outcome?
  • Governance: How did we make process the customer impact is as important as the business impact?
  • Culture: How did we build a CX culture with 3000 employees to know about our vision and the main pillars of our CX program,?
Laura Tengerdi

Head of Customer Experience & Communications, Budapest Bank Zrt. Hungary

Andrea Hanyecz CCXP,

CX Senior Manager in Budapest Bank Zrt, Hungary

CX Tourism and Leisure - How to design Tourism Experiences for a whole country
Carlton Gajadhar

ex Head of Guest Experience - Al Salam Palace Museum, Kuwait

09:10 AM
Keynote Address: Establishing the GCC as a global customer experience powerhouse

Copying CX models from other parts of the world is not the answer. Customer experience is a topic that has been a focus in Europe and the USA for more than a decade. Can the Middle East accelerate progress in this area to such a degree it can outperform Europe and USA? If yes, what should we do differently? This keynote delivered by one of the most experienced change practitioners in the GCC examines what are the opportunities? How can GCC companies become recognised as customer centricity leaders from a standing start and learn from the successes and failures of others? Companies in less developed markets than the Middle East are demonstrating incredible results in a very short time and beating the established players in every category. We will explore how GCC companies learn from this.

Craig Lee

CX Director at Activate Experience. CX Leader at Versace, Formerly Head CX Emirates Group

09:45 AM
Panel discussion: Energetic debate: Has traditional customer experience had its day?

Statistics and experience show it has not lived up to its initial promise? Was the business world sold a dummy? If not what should we do differently? This session is a no holds barred analysis of the profession debated by practitioners at the very top of their game.

Parallel breakout education sessions
13:00 PM
CX Technology

Understanding the Status Quo as a basis for future improvements the Role of Assessments in Customer Centricity

Most CX initiatives are launched to improve an organizations ability to create great customer experiences. But, in order to effectively improve, a solid qualitative and quantitative assessment of the status quo is required. The Customer Institute Customer Centricity Assessment is a comprehensive method to perform such an assessment. It is available to consultants and organizations around the globe to use. In this session you will learn:

  • How the Customer Institute Customer Centricity Assessment (CICCA) works
  • How consultants can use this methodology for their clients
  • How your B2B, B2C or public sector organization can use the CICCA without a consultants help
  • How the results of the assessment can lead to Customer Institute certification for the assessed organization
  • How do build a prioritized CX action plan based on the results of the assessment
Stefan Osthaus

President, Customer Institute, Germany

CX Journey Mapping

Next Generation Journey Mapping Traditional best practice identifies and improves emotion at the touchpoints. Next generation approaches go considerably further and radically impacts revenue, cost and service simultaneously: Learn: How to quickly build journey maps which everybody in the organisation immediately understands Understand: How to define and improve customer outcomes and experience which the customer has not yet anticipated. Apply: A diagnostic process to identify cost, complexity and potential for failure that traditional methods miss Create: New journeys with significantly improved impact profiles

CX Operating Model - Setting up the CX-ready organization /operating model

A look at how executives needs to set up and align their People/skills, Process, governance, IT, and incentive structures to enable the CX excellence in their organizations. This topic is more strategic and holistic and relevant to executives that want to build CX as true organizational capability not simply that of a traditional CX department. Organizations frequently forget that CX teams work in the broader organization and without the necessary organization-wide operating model the CX goals and objectives fall flat, even with the best CX experts onboard.
Key Topics:

  • Learn the importance of customer experience in the digital economy
  • Quantify the benefits of CX from a financial and customer perspective
  • Define the link between CX and your brand values and promise
  • Understand how to build a CX-ready organization: From a CX strategy to the operating model that delivers CX
  • Create the next generation CX operating model: Agile in the age of digital
  • Assess your CX readiness: the CX Maturity Mode
  • Get Started with CX: Your first pilot
  • Case study of a CX leader: Team project to review a real case study of a customer experience leader


  • A holistic understanding of the CX objectives, linkages with your brand and strategy, and building blocks of the CX operating model you need to have in place for success
  • An assessment of your own organization using the CX Maturity Model assessment tool with clear gap analysis that you can translate into CX initiatives in your organization
  • Methods for creating linkage between CX improvements and financial and customer results
Mohsen Malaki

Managing Partner, Synergy Consulting, UAE

CX ROI and Financial Impact

The main goal of every executive is to provide sustainable business success. Executives intuitively see the alignment between the quality of customer experience and commercial results, but frequently they are numbers driven, and lack "bullet-proof" financial evidence that CX is vital for their business. Otherwise compelling CX initiatives are all too frequently taken by other priorities like efficiency improvement or cost cutting. The goal of this masterclass is to build strong financial evidence of the vital importance of CX for your business and create alignment between the goals of CX team and other key functions of the organization, including top management. Topics covered:

  • Develop a framework to build business cases for customer and employee experience
  • Align the goals of CX and other key functions within the organisation
  • Knowledge bites/business cases mixed with intensive and interactive group work (20% theory, 80% practice)
  • Practical implementation frameworks
Olga Guseva

Co-author of "Customer Experience" No 1 bestseller on Amazon

Digital Transformation

Awaiting content Hany Mokhtar SVP & Head of Customer Experience Mobily CX Master Steven Walden Customer Experience Designer, VoC & UX Insights expert, Agile / Cynefin, Qualified Paralegal (A.NALP), Author & Speaker

Parallel Breakout education sessions - Core Skills
15:00 pm
CX Recognition - The Science and Process of winning awards.

Winning awards and the recognition it creates can significantly impact you and your company's reputation as well as enhancing your career. This workshop is not a replacement for delivering great CX but it is designed to help companies be justly recognised for the value they have delivered:

  • Understand the ROI and business impact that recognition creates Learn how to showcase your capability in the best possible way for wards events Create strategies that enables your colleagues to understand the value CX is creating Learn approaches to benchmark your company so it has every opportunity to be recognised as performing amongst the worlds best
Mark Hamill, CEO, ARCET Global
CX Story Telling

Creating customer-centric companies requires leaders and change practitioners that can communicate their messages to the highest levels. Giving presentations or keynote talks differs if you are in the corporate setting, or in a virtual environment. This workshop:

  • Breaks down the different approaches required for delivering presentations and talks
  • Gives you 4 key components of every great talk/presentation
  • Explains content and structure for your talks
  • Shows how to engage your audience
  • Uncovers how different approaches to voice and language can be used effectively

Great storytellers engage, motivate and inspire others. We all know the good ones and we rarely forget them because of the impact they have on our everyday lives. Some of the greatest business leaders of our time are storytellers and it's one of the most powerful tools in the executive tool box. It's also vital in helping to create customer-centric companies:

  • Understand how great storytelling can be applied to influence and inspire others
  • Learn the 5 core building blocks of a great story which use you can use every time whether you are creating a 2 minute point or as part of a longer business conversations or indeed being on the conference podium
  • Apply new thinking and techniques to create your own story to apply in whatever setting you choose to wow your audience
Jeremy Nicholas

Broadcaster, Host of The After Dinner Show and Virtual Presentations Coach

CX Influence & Selling Skills

How to sell complex ideas and create momentum? Creating a genuinely customer-centric company is extremely challenging. One of the biggest challenges is how to sell ideas to "business as usual" stakeholders who, pay lip service to the customer agenda whilst all too often prioritise their traditional service improvement initiatives.
The customer-centricity professional not only has to change mindsets, but to create raving fans who will proactively take steps to be part of a change movement. This workshop equips change professionals with influencing skills that dramatically impact not only decisions and priorities but create the critical momentum to change mindsets and get things done.

  • Characteristics of the top 2% of highly influential people
  • Key principles behind creating a movement for change
  • Impact of highly influential people on organisations Key Principles
  • The 7 principles of influence scientifically proven to be most effective
  • Moving stakeholders to a "we want to buy mindset"
  • Advanced qualification techniques that change mindsets
  • Unpacking needs and beliefs and creating that vital connection
  • Creating your own personal development roadmap
Steve Clarke

Serial entrepreneur taking companies from start-up to floatation, sales specialist, motivational speaker and author.

Building Brand You

Accelerate results by unlocking your greatest asset - you.
Are you tired of watching others get the jobs, clients and opportunities that you want?
Do you want to have a thriving career where your reputation and results grow year after year?
Do you want to become a magnet for opportunity and advancement? Building Brand You will help you do just that.
You will:

  • Go from being invisible to irresistible to peers, clients, supporters and stakeholders
  • Move from being influenced to becoming an influencer
  • Win the business and find the opportunities that are currently going to your peers and competitors
  • Become laser-focused on your ideal target audience - the ones that will open up opportunities for you
  • Define and articulate what you do in order to create clarity, influence and credibility with your audience
  • Develop a plan of action that you can implement immediately.

This session will help you to:

  • Create the framework to develop your own personal roadmap based on your goals & aspirations
  • Equip you with tools, skills & ways of working to achieve results
  • Build your mindset 'muscles', so you develop the resilience and courage to step forward & make change, now and in the future
Kym Hamer

Chief Customer & Strategy Officer, CXSA Middle East

Participation enquiry

Please fill below form


Early Bird Discount
(Before 20 Sep 2020)
  • 1 Workshop
  • 2 Conference Days
Standard Price
(20 Sep 2020 onwards)
  • 1 Workshop
  • 2 Conference Days

Online registration is now open

Register before 20 September 2020 to save USD 300 using the EARLY BIRD offer

Your conference registration includes access to 30+ sessions ranging from topics aligned to customer experience, finance, human resources, and supply chain. Over three days you will participate, meet up with peers, in addition to networking time with thought leaders, CX partners, and product experts.


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