Conference Programme

07:30 - 08:00

MASTERCLASS REGISTRATION

08:00 - 10:00

Government Contact Centre Masterclass
Title: Building Next-Generation Government Contact Centres


Dr. Laith Weldali
Founder & Senior Partner
Designthinkers&, MENA

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CX Strategy Masterclass
Title: Creating a Winning CX Strategy


Prof. Hany Mokhtar
CX Master/Customer Experience
Digital Transformation Expert, Saudi Arabia

read more

09:00 - 10:00

GENERAL REGISTRATION & COFFEE

10:00 - 10:10

WELCOME REMARKS
 

Khaled Alzahrani
General Secretary
Tajriba (National Customer Experience Academy), KSA
 

10:10 - 10:40

KEYNOTE ADDRESS

Saudi CX: From Broadcast to Hyper Personalisation
 
 
 
Speakers:

Ayman Hamdan
Co-Founder
Unifonic, Saudi Arabia

Mohammed Zagzoog
VP Products, AI Compute
Humain , Saudi Arabia

THEME : Challenges in CX

10:40 – 11:25

PANEL DISCUSSION

Customer Experience in KSA - Where are we Heading? What do the Saudi Customers
Want?
 
 
As emerging technologies reshape public expectations, government, and business leaders are now thinking hard about new models for CX and new innovations. This discussion will explore in depth how AI, automation, and data analytics have changed scenarios and how we can enhance engagement, improve efficiency, and build trust while ensuring accessibility and inclusivity.
Panelists:

Eng. Abdullah bin Saad Al-Kathiri
Assistant Deputy Governor for Support Services
TVTC, Saudi Arabia

Mohammed Al Safwani
Chief Experience Officer
National Housing Company, Saudi Arabia

Sultan Moraished
Group Head of Technology and Corporate Excellence
Red Sea Global, Saudi Arabia

Mansour Al-Ajmi
CEO
X-Shift, Saudi Arabia
Moderated by:

Omar Esmaeel Aljaser
Associate Partner (Human Capabilities Building), ARRC
Consulting
Co-Founder - ARRC Academy
Workshop 1
11:00 - 12:00
Orchestrating Interactive
Conversational Customer Experience Feedback

Led By:
Waleed Zaghloul
Regional Manager
Question Pro, KSA

Kerolos Nashaat
CX Implementation Manager
Question Pro, KSA
 

11:30 - 12:15

INTERACTIVE CX SKILL BUILDING SESSION I

“The Human Edge: Rethinking CX Skills in the Age of AI”
 
 

A two-part interactive session explores a core question for every CX professional today:

“What kind of people and skills will define great customer experience in an AI-driven world?”

Participants will reflect on the balance between investing in AI and CX technologies, versus strengthening the human skills that bring real value to customer journeys, skills like empathy, creativity, critical thinking, collaboration, and customer-centered decision making.

The sessions are designed to spark curiosity, peer learning, and actionable insights that connect directly to CX practice and performance.

All delegates are encouraged to join the both sessions that help CX professionals reflect on how to build future-ready CX teams, by recognising, developing, and investing in the human edge.

Designed and facilitated by:

Arne van Oosterom
Founder
Future Skills Academy, Netherlands

Dr. Laith Weldali
Founder & Senior Partner
Designthinkers&, MENA
Workshop 2
12:00 - 13:00
Ready to Talk to a Formula 1 Driver? Discover the Future of Customer Engagement Through Omnichannel Messaging..
Led By:
Mona Homod Al Hamdan
Business Development Manager
Infobip Saudi Arabia

12:15 - 12:50

PRAYER & NETWORKING COFFEE BREAK

THEME : Customer Centricity / Customer-First Approach

12:50 - 13:10

KEYNOTE ADDRESS

Building Your Organisation’s Customer-Focused CX Values
 
 
In an interesting presentation, you will understand more about how to prepare your organisation’s customer-focused CX value statement. You will understand how modern government and business organisations plan customer experiences that will help customers accomplish real value. And also helps you prepare all stakeholders who are aligned with the CX values
Speaker:

Ahmad Ali Gaafar
Chief Marketing & E-commerce Officer
Samsung Electronics, Egypt
Workshop 3
13:00 - 14:30
Embedding Human-Centricity in Government: A Practical Introduction to the CX Maturity Framework
Led By:
Dr. Hassan Khudair
Consortium Member
International Foundation for CX in Government, Canada

13:10 - 13:30

KEYNOTE PRESENTATION

“From Effort to Impact: Turn Every Interaction into Loyalty"
 
 
Customers don’t experience your brand in silos — so why allow your technology to operate in that way? In an era where AI and automation are ubiquitous, too many organisations still deploy tools in isolation, resulting in fragmented journeys that weaken trust. In this keynote, Ben will explore how Zoom is helping CX leaders shift from “effort” — disjointed, channel-by-channel fixes — to “impact”, by creating a connected, holistic view of the customer.
 
Speaker:

Ben Neo
Head of CX / Contact Center Sales, EMEA
Zoom, Saudi Arabia

13:30 - 14:15

PANEL DISCUSSION

Elevating Your Customer’s Journey to the Next Level
 
 
Customer surveys, analysis of customer feedback, employee training, and other methods, listen from top CX experts about how their CX teams put a Customer First Approach to improve their day-to-day performance and build friendly experiences and loyalty across their customer journey.
 
Panelists:

Mohammed Ibrahim
Director Customer Excellence
Emaar, Egypt

Mohammed Albalawi
Human Capital Standards and Planning Director
Government Entity, Saudi Arabia

Amsal Kapetanovic
Head of KSA
Infobip, Saudi Arabia

Sereen Al-Omari
Business Development Manager
e& enterprise, Saudi Arabia
Moderated by:

Lina Yahya
Founder & CEO
the change cue, UAE

THEME : CX Technology Trends

14:15 - 14:35

KEYNOTE PRESENTATION

Human-AI Harmony: Redefining the Future of Customer Conversations
 
 
Beyond automation — shaping the future of customer experience through the harmony of human empathy and AI intelligence.
Speaker:

Sachin Bhatia
Founder, Chief Growth Officer
Exotel, India
Workshop 4
14:30 - 15:30
Rethinking CX - Understanding the True Strategic Alignment and Value of CX Management
Led By:
Marc Karschies
Managing Partner
KCA Consultants & CXPA Middle East Regional Council & UAE

14:35 - 14:55

KEYNOTE PRESENTATION

Stronger Faster AI Outcomes: Moving from AI Experiments to AI Success in the Contact Centre
 
Speaker:

Ziad Madanat
Regional Director
Verint, Middle East & North Africa

14:55 - 15:15

KEYNOTE PRESENTATION

The Journey from Data to Revenue: Creating Meaningful Customer Experiences in Saudi Arabia
 
In a Vision 2030-driven market, customer experience is everything. Yet, a significant gap persists between ambitious CX strategies and effective execution, hindered by fragmented data and slow systems.
Speakers:

Turki AlSakran
Managing Director - KSA & MENA
Dengage

Aman Dotani
Co-Founder & CEO
Dengage

15:15 - 16:00

PANEL DISCUSSION

Investment in Digital Channels that can Offer the Desired CX Experience - How to Master this Art?
 
 
Most organisations choose to invest in Digital Channels without ensuring these channels will ensure the desired experience often leading to poor customer loyalty and retention despite the huge investments. How can CXOs avoid this costly error? How can you choose the best channel for the job?
 
Panelists:

Dr. Noha Al Mohaisen
Healthcare Leader
Saudi Arabia

Tuba Terekli
Executive Consultant

Prof. Ibrahim Aljarah
Chief AI Officer
Kaizen Consulting, Saudi Arabia

Faran Niaz
Global CX Leader, Author & Director Customer Experience
CEO & Founder of 'CX Future'
Moderated by:

Prof. Hany Mokhtar
CX Master/Customer Experience
Digital Transformation Expert, Saudi Arabia

16:00 - 16:30

PRAYER & NETWORKING COFFEE BREAK

END OF DAY 1

07:30 - 08:00

MASTERCLASS REGISTRATION

08:00 - 10: 00

Government Contact Centre Masterclass
Title: Building Next-Generation Government Contact Centres


Dr. Laith Weldali
Founder & Senior Partner
Designthinkers&, MENA

read more
CX Strategy Masterclass
Title: Creating a Winning CX Strategy


Prof. Hany Mokhtar
CX Master/Customer Experience
Digital Transformation Expert, Saudi Arabia

read more

09:00 - 10:30

GENERAL REGISTRATION & COFFEE

10:30 - 10:35

DAY ONE RECAP & WELCOME REMARKS BY CHAIRPERSON

10:35 - 10:50

Revolutionising Government Customer Experience Landscape in Saudi Arabia
 
 
Governments are embracing AI and digital transformation at an unprecedented pace. While technology is a powerful enabler, it alone isn’t the solution. Our latest research shows that the key to better public services lies in human-centricity—ensuring that policies, digital initiatives, and service delivery are built around people’s needs.
Speaker:

Dr. Hassan Khudair
Consortium Member
International Foundation for CX in Government, Canada
 

THEME: Learning from the Successful CX Stories

10:50 - 11:10

A SAUDI CASE STUDY

From AI Chaos to CX Clarity: The Proven Recipe for AI in Customer Experience
 
 
Speaker:

Ahmad Sidawi
Regional Leader and Saudi GM
Genesys
Workshop 5
10:00 - 11:00
Beyond Compliance: Customer Experience as the Pathway to Digital Leadership
Led By:
Abdalla Elbadawy
Customer and Digital Experience leader
CXPA Middle East

11:10 - 11:30

The Future of CX: AI-Driven, Empathy-Led, Insight-Fueled
 
 
Speaker:

Vishal Agarawal
CEO & Co-Founder
Locobuzz, India

11:30 – 12:10

PANEL DISCUSSION

CX Feedback on Social Media to Uncover Rich Insights into Customer Needs, Behaviours, and Perceptions.
 
 
In an interesting session, experts will share tips and suggestions on how you can incorporate social data in your CX management. How different types of insights uncovered can be used to conduct CX-focused analysis of social media. The session will also highlight on the pitfalls that you should avoid while managing CX feedback on your social media channels.
Panelists:

Khaled Alaa
Head of Experience & Operations
Talabat, Egypt

Waleed Khalid AlHamdan
Customer Experience (CX) Transformation Architect
Compassway, Saudi Arabia

Ahmad Nour
CX & Digital Solution Consultant – KSA
SAP Emarsys, Saudi Arabia

Ahmed Hamdy El Akkad
General Manager of Questionpro Egypt
Co-Founder of Customer Experience Egypt Association
Moderated by:

Marc Karschies
Managing Partner
KCA Consultants & CXPA Middle East Regional Council & UAE
Workshop 6
12:00 - 13:00
Customer-Centricity : Where Every Decision Begins And Ends With The Customer In Mind
Led By:
Musa Hanhan
Founder & Managing Partner, Xperiente
Bain & Co. External Advisor

12:10 - 12:30

LIGHTNING TALK

The Future of Customer Loyalty - The Art of Winning and Retaining Customers
 
 
This exclusive presentation will offer research-based insights into what truly drives customer loyalty and value creation among the world's most discerning customers—essential knowledge for any brand operating in or entering the high-end market.
Speaker:

Alannah Higgins
Senior Account Executive
Braze, UAE

12:40 - 13:00

PRAYER & NETWORKING COFFEE BREAK

THEME : Role of Data in CX

13:00 - 13:15

KEYNOTE ADDRESS

Turning Customer Insights into Tangible CX Strategies
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Making sense of membership, loyalty, and other data in today’s organisations and how it can be used to boost customer experience
Speaker:

Eng. Ahmed Ibrahim
Head of Customer Experience
Kaizen Consulting, Saudi Arabia
Workshop 7
13:00 - 14:00
Driving Improved Customer Experience Through Effective KPI Measurement
Led By:
Mahmood Abdelwanees
Senior Manager of Operational Excellence
AlasilaCX

13:15 - 13:30

From Customer Voice to an Integrated Experience

Waqaa’s Ongoing Journey highlights the transformation of customer feedback into innovative solutions. It showcases key lessons from Waqaa’s inspiring story as a model of sustainability and continuous improvement in customer experience.
Speaker:

Sahab bint Omar Al-Fulaij
Head of Planning & Business Development Sector
National Center for the Prevention and Control of Plant Pests and Animal Diseases (Weqaa)

13:30 - 13:50

Beyond the Hype: Why AI CX Programs Stall — and the Fixes That Work
 
 
AI in CX doesn’t fail for lack of algorithms. It fails when we bolt clever tools onto broken journeys, messy data, and vague goals. The winners start with moments-that-matter, clean the pipes, put humans in the loop, and measure value in customer outcomes and revenue—not tickets closed.
Speaker:

Faran Niaz
Global CX Leader, Author & Director Customer Experience
CEO & Founder of 'CX Future'

13:50 - 14:30

PANEL DISCUSSION

Building Trust in the Digital Age: Prioritising Transparency in Data Usage
 
 
Explore how clear and ethical communication about data practices fosters trust and enhances customer loyalty.
 
Panelists:

Eng. Yazan Abuzannad
CEO
Tawasol, Saudi Arabia

Andreas Stuber
Founder and CEO
Expertflow, Saudi Arabia

Imad Ghazzawi
Chief People Officer
Syarah, Saudi Arabia

Lina Yahya
Founder & CEO
the change cue, UAE

Fahad G. Alassaf
Digital Transformation Expert & Creative Content Consultant
Saudi Arabia
Moderated by:

Mohammed Ibrahim
Director Customer Excellence
Emaar, Egypt

THEME: Brand Experience & Customer Experience

14:30 - 14:45

KEYNOTE PRESENTATION

Rethinking CX – Achieving True Strategic Alignment and Value of CXM and Understanding How this links to the CXPA Approach
 
 
Speaker:

Marc Karschies
Managing Partner
KCA Consultants & CXPA Middle East Regional Council & UAE

14:45: 15:00

CASE STUDY

Beyond the Metrics: The SAR 50 Billion Question – How CX Leaders Turn Every Riyal into Revenue
 
 
Speaker:

Haris Azmi
Chief Revenue Officer
Sogolytics, USA

15:00 - 15:45

PANEL DISCUSSION

Customer Experience Practices that can Elevate your Brand and Differentiate it from
Competition
 
 
  • Why is it essential to understand what your customers are looking for and how brands can exceed their expectations?
  • How can you develop a system to evaluate the strengths and weaknesses of your competitors’ customer experience and positioning?
 
Panelists:

Ahmed Al Faddagi
Board Member
CXPA, Saudi Arabia

Ms Arzu Tekin
Director Sales MET
Concentrix, Saudi Arabia

Linah Hussain
Supply Chain Director
Procter & Gamble, Saudi Arabia

AQeel Abbass
Customer Experience General Manager
Petromin Corporation, Saudi Arabia
Moderated by:

Khaled Alaa
Head of Experience & Operations
Talabat, Egypt

15:45 - 16:30

INTERACTIVE CX SKILL BUILDING SESSION 2

The Human Edge: Rethinking CX Skills in the Age of AI
 
The last part of the interactive session explores core questions participants created from the conference. This session will be focused on creating actionable insights that connect directly to your CX practice and performance.
Designed and facilitated by:

Arne van Oosterom
Founder
Future Skills Academy, Netherlands

Dr. Laith Weldali
Founder & Senior Partner
Designthinkers&, MENA

16:30 - 17:30

CLOSING NOTE BY CHAIRPERSON & NETWORKING COFFEE BREAK

END OF CONFERENCE