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About Us

The E3 CX Conference is a 3-day event bringing together CX experts and industry leaders from the region and beyond to connect, build relationships and discuss the most important topic currently faced in the CX world.

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Making customer centricity your game changer

22 - 24 March 2022

CX Thought leaders & speakers

Abdullah M. Albahouth
Abdulaziz Alshamsan
Dr. Ghada Ahmed Al-Drees
Mohammed Aljedae
Razan Mohammed AlMazroo
Feras J. Ahmed
Naseem Almulla
Badar Khan
Dr. Sobhi Sulieman Agha
Alya Sairafi
Dr. Duaa Abaoud
Ehsan Bin-Abdullah
William O’Neill
Mohamed Ibrahim
Codin Caragea
Ranya Yahya
Mohammad Mortada
Waseem Yafi
Dr Shadi AlSwairki
Mohamed Taibah
Raquel Perez Nolla
Olga Potaptseva
Nisreen Al Shami
Charles Bennett
Sanjeev Aggarwal
Dr. Essam A. Al-Ammar
Dr. Hassan Somili
Stefan Osthaus
Turki AlSakran

SEE YOU LIVE AND IN-PERSON IN RIYADH

Following a successful virtual inaugural edition in 2020, the upcoming E3 customer experience conference moves to KSA by popular demand. Set to showcase both regional and international CX success stories, the Middle Eastern CX community will connect with international practitioners to drive thought leadership, gain certification and discuss innovative strategies.

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CX DELEGATES
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RENOWNED SPEAKERS
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NEW SESSIONS
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CERTIFICATIONS

Missed the 2020 edition?

Re-visit last year's inaugural conference as you plan and prepare.

Preliminary programme

The full conference agenda is underway – stay tuned for updates

Registration and networking coffee

08:30 - 08:55 Networking area

Welcome remarks

Conference Chairman: Dr. Fahad Al Twaijry -Director, Ejtemaat Events, KSA

08:55 - 09:00 Main conference area

Customer Experience in GOSI

SPEAKER:

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

09:00 - 09:20 Main conference area

Introductory Keynote

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

SPEAKER:
Charles Bennett
President & Founding Board Member, Customer Experience Service Association Middle East (CXSA)

09:20 - 09:30 Main conference area

PANEL DEBATE - 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 behaviours & 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

09:30 - 10:15 Main conference area

Case study: Presented by Qualtrics

Experience Transformation: How organisations win at CX in the 2020s

- Hear our latest research on what consumers expect from brands in the next decade
- Understand unstructured data and why it's critical to brands to remain CX leaders
- See the technology enabling brands to analyse and act on vast amounts of customer feedback

SPEAKER:

William O Neill, General Manager, Qualtrics Middle East, UAE

10:15 - 10:35 Main conference area

Keynote: Why Customer Experience isn’t enough in 2022?

More than 90% of companies believe that Customer Experience is a business priority. Whilst rapid progress has undoubtedly been made, there are still many challenges. Building a customer centric organisation is a very different proposition to implementing good (operational) customer experience. Customer centricity challenges traditional service excellence at every level. It impacts strategy, culture, people, systems, structure, insight, process, performance measures etc. It requires a shift in culture, mindset & capability.
In this keynote we speak about the difference between customer experience and centricity. We will assess the implications of genuine customer-centricity for GCC markets. How do we get started on this journey? We will elaborate on the foundations of building a truly customer-centric organisation.

SPEAKER:
Codin Caragea, Head of Customer Experience, Bank Muscat

10:35 - 10:55 Main conference area

E3 CX Excellence Honouring Ceremony

10:55 - 11:05 Main conference area

Exclusive CX Announcement

HE Mohammed Al Jasser
Assistant Minister - Ministry of Human Resources and Social Development

Mr. Abdulaziz Alshamsan
Executive Director General Customer Experience - Ministry of Human Resources and Social Development

Eng. Abdullah AlGhamedi
Chairman of the Board of Directors - CX Saudi Club

11:05 - 11:15 Main conference area

Case study: It is all about the Customers' Experience.

SPEAKER:
Gökhan Nalbantoglu - VP & COO of Customer Experience in SAP EMEA South

11:15 - 11:35 Main conference area

Networking and Coffee Break

11:35 - 11:55 Networking area

Panel discussion: What is the ROI of VOC? Qualitative vs Quantitative Research

Voice of Customer (VOC) programmes seem to garner the most attention, especially in the GCC region where VOC is seen as the silver bullet to the success of all Customer Experience Transformation programmes. What are the common pitfalls of relying solely on structured feedback mechanisms such as surveys and quantitative data? Should there be a focus instead on qualitative research to yield richer results? How is that scaleable and easily structured?

In this session, listen to 2 teams debate about the use of structured, quantitative, research vs the more unstructured, human-centred research?

SPEAKER:

Dr. Ghada Ahmed Al-Drees, Customer Experience Measurement Director, Ministry of Culture, KSA
Mohamed Taibah - CX Leader KSA, ORACLE

Moderator: Olga Potapseva, Agile CX Implementation Specialist, EU Customer Consultancy & CXSA

11:55 - 12:15 Main conference area

CASE STUDY : Robots Don’t Cry

Digital CX & AI, the rise of Video engagement and how Metaverse is boosting CX

SPEAKER:
Paul Joustra -Head of Transformation, teleperformance

12:15 - 12:45 Main conference area

Moving from insight to practical execution. The Journey in building a Customer Experience Center

Many companies work very hard in creating a powerful Voice of Customer and insight mechanism. This is just the start. Practical execution is the real challenge. This keynote explores one very workable way to make this a reality by building a Customer Experience Center. This has been applied to both private and government sectors incorporating best practices in making the journey a reality. Starting from the beginning, through the various stages of customer experience strategy, VOC and other insight, designing customer journeys, implementing prioritized change initiatives and achieving the strategic objectives that enriched the customer experience, raised customer satisfaction and achieved a target returns on investment.

SPEAKER:
Mohammed Al Jedae- Director of Customer Experience Monitoring and Management Government KSA

12:45 - 13:05 Main conference area

Case study: Presented by Verint

These Customer Research Findings Will Power Your Organisation!
Join this compelling and insightful session on the very latest customer engagement trends courtesy of the recently released, and internationally renowned, Verint Engagement Capacity Gap Research. This hot-of-the press, in-depth global study - which has run every year post-Covid - reveals:
● Fresh findings on evolving consumer preferences
● The key customer challenges and opportunities for 2022 and beyond
● The new capabilities your brand must embrace to meet customer expectation

SPEAKER:
Safwat Alshawaf, Country Director for Verint Saudi Arabia

13:05 - 13:25 Main conference area

Welcome & opening remarks from the Conference chairman

09:00 - 09:10 Main conference area

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. 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!
In this keynote, learn how a leading government organisation went through transforming their culture by building emotional connection through deploying a people-centred culture.
SPEAKER:

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

09:10 - 09:30 Main Conference Area

CASE STUDY : Omni-Connect Your Brand Free from Data Silos

SPEAKER:
Mohammad Mortada - CX Data Solutions Lead, Oracle

09:30 - 09:50 Main conference area

KEYNOTE: A CEO’s guide to leading a CX transformation.

- The 3 building blocks of a CX transformation
- Putting CX at the center of your digital transformation
- leading by example
- prioritizing the CX enablers

SPEAKER:
Mohsen Malaki - Managing Director, Synergy Consulting Group

09:50 - 10:10 Main conference area

Case study: Delivering True Omnichannel Customer Experience - The Right Way!

SPEAKER:
Yash Sultania, CEO, Survey2Connect

10:10 - 10:30 Main conference area

Networking coffee break

10:30 - 10:50 Networking Area

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:

Hammad Khan, Experience, Design & Innovation Evangelist
Stefan Osthaus, President, Customer Institute
Osama Redaian - Head of Operations, Bupa Arabia
Sanjeev Aggarwal - General Manager Business Excellence, CX & Digital Transformation, Petromin Express

Moderator: Hassan Mohammad

10:50 - 11:35 Main conference area

Case study: How to Manage a Multi-channel CX Strategy

Speaker:

Nael Halawa, Managing Director, Globitel KSA

11:35 - 11:55 Main conference area

Panel discussion: Setting Digital Standards & the importance of UX & UI education

Most, if not all, services are either partially or fully digital in nature. Customer Experience, on the other hand, looks at the entire, end to end, customer journey which includes digital, physical and social interactions. The panel discusses the importance for CX professionals to understand the fundamentals of UX and UI design to seamlessly integrate when dealing with digital and more technical personnel and to better understand the limitations, boundaries and opportunities that digital interactions provide.

PANELISTS:
Feras Nagadi -Head of Customer Experience Sales - Middle East North, SAP
Ahmed Al Rabiah -Regional Vice President – Sitecore
Ehsan bin Abdullah, Head of B2B Customer Experience Lifecycle Design Sec, STC
Ahmed Mubarak - General Manager for Information Technology Governance, GOCI

MODERATOR:
Mohsen Malaki - Managing Director, Synergy Consulting Group

11:55 - 12:40 Main conference area

CASE STUDY : CX Digital Transformation

Speaker:

Turki Al Sakran, CEO, Delight-cx, KSA

12:40 - 13:00 Main conference area

Networking lunch

13:00 - 13:50 Networking area

Keynote: CX Leadership 2.0 your transformation roadmap

This brittle and unpredictable world is changing too fast, leaving no stone unturned: long-term strategies are no longer relevant, markets are rising and falling, products become obsolete before they are launched. How to maintain the focus on customer experience in such an environment, to keep people motivated, inspired and involved, how to drive innovation, transform processes and technology?

Becoming a true customer experience leader of tomorrow requires so much more beyond traditional CX tools and management skills of planning, organization, direction and control. The leaders of the future need well-honed people skills around change management, selling ideas, storytelling, facilitation, and people engagement. In fact, we all need to learn how to become a role model to drive customer-centric transformation.

This session helps you to:
● chart your own personal development journey
● get access to good value resources and tools, both locally and from around the world, to help you accelerate your journey and become the best you aspire to be.

SPEAKER:
Olga Guseva, Chief Executive, Integria & CXSA Board Advisor

13:50 - 14:10 Main conference area

Panel discussion: How important is employee experience to your organisation?

There are a number of theories regarding employee experience most commonly focused on the theory of ‘if you take care of your employees, they will take care of your customers’. However, this is easier said than done. There is not a one-size-fits all approach.

In this session, we share the practices of leading international organisations such as Virgin & RitzCarlton and draw comparisons with tech-driven companies such as Amazon, Google.

PANELISTS:
Mithil Ajmera, Commerce Director, iProspect, UAE
Dr. Shadi AlSwairki, Head of Operations & CX, BUPA Arabia
Nael Halawa - Managing Director, Globitel KSA
Fawziah Al Hoshan, General Manager, YouGotaGift
Moayed M Sultan - Customer Insights Director, General Organisation of Social Insurance.

MODERATOR:
Codin Caragea, Head of Customer Experience, Bank Muscat

14:10 - 14:55 Main conference area

Networking and Coffee Break

14:55 - 15:15 Networking area

Service safari - The technique that supercharges empathy for employees and accelerates staff experience

In this session, you will learn one technique, which has the power to transform the way your employees work together. Service Safari is a tool which enables you to dive deep into your colleagues’ mindset in a very practical& experiential way. Attendees will walk away with a tool that they can immediately apply when they return to their organisation.

SPEAKER:

Raquel Perez Nolla - Founder of Culture of Excellent Service, CXSA Faculty Master Coach, Barcelona, Spain

15:15 - 15:35 Main conference area

Registration & networking

08:00 - 08:30 Networking Area

3 Signature Programmes, in parallel

● Customer Service Foundation Certification (Raquel Perez Nolla)
● Customer Experience Foundation Certification, Arabic (Nisreen Al Shami & Ehsan bin Abdullah)
● Customer Experience Foundation Certification, English (Charles, Hassan & Olga Guseva)

08:30 - 16:00 Main conference area

CERTIFICATION 1: CXSA Certified Customer Experience Foundation Programme

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

- 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 2 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 CX Foundation Certification 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


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.

9:15 - 16:30

CERTIFICATION 2: 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

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.

09:15 - 16:30

CERTIFICATION 3: CXSA Certified Customer Experience Foundation Programme in Arabic

2 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 2 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 CX Foundation Certification. 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


Ehsan bin Abdullah
Nisreen Al Shami

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.

½ Day Signature Workshop

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

13:30 - 16:00

½ Day Signature Workshop

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


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.

13:30 - 16:00

Showcase your CX solutions

Customer-centric solutions are integral to the development of an ultimately improved marketplace. Enjoy like-minded conversations and networking with an engaging audience of CX professionals under one roof, and ensure your efforts are recognized. A selection of sponsorship and branding opportunities are available to highlight your brand.

Hear directly from the E3 community

This workshop comes highly recommended from me! Two days of excellent course content by 4 very knowledgeable speakers Ruth Evans MBE, Louise Blunt, Charles Bennett, Hassan Mohammad, CCXP, RTP”
Sharon Boyd
Chief Customer Experience Officer at MKL Innovation
“I am humbled to have completed Customer Service Strategist Certification & now officially a CXSA Certified CX Practitioner. I sincerely extend my sincere thanks to my award leader Ms. Raquel Perez Nolla & of course the founder of this elite consortium Mr. Charles Bennett & Knowledge & Innovation officer Mr. Hassan Mohammad.”
Anish Ramakrishna Kurup
Manager - Marketing & Partnerships (Global Business Development Department) at UAE Exchange
“Very unique two days workshop enriched with Knowledge, Exercise, and Assessments for the best international practices and tools to manage a Great Patient Experience.”
Dr. Shadi AlSwairki
Head of Hospital Service at Bupa Arabia
“Taking E3’s 2022 edition to Riyadh prepares the Middle Eastern customer experience community to greater heights following the successful virtual conference last year. We’re excited to make some major event announcements of speakers and programme very soon, stay tuned.”
Charles Bennett
President & Founding Board Member at CXSA Middle East, UK

Save 25% on registration

(until 24 Feb 2022)

$ 899

Save 25% on early registration
CX workshops & conference
Certificate of participation
CX certifications of choice
15+ hours of speaker insights
Interactive Q&A with experts
Exhibition access

(until 24 March 2022)

$ 1199

1 day of CX workshops
2 days of educational conference
Certificate of participation
CX certifications of choice
15+ hours of speaker insights
Interactive Q&A with experts
Exhibition access

Partners and sponsors

Have the right solutions for tomorrow's CX demands? Position your brand where the audience is listening.

About venue

Location:

Riyadh, Saudi Arabia

Date:

22 - 24 March 2022

Time:

08:00 - 16:00