17 - 18 September 2019
Le Royal Meridien Beach Resort & Spa, Dubai, United Arab Emirates

Conference Day One: Tuesday, 17th September 2019

8:30 am - 9:20 am conference day one: tuesday, 17th september 2019

9:20 am - 9:30 am Opening remarks by chairperson

Phase 1: The CX Driver – What makes a great CX?

Digitalising your legacy; The CX future of tech advancement
In 2018, $75 Billion globally was lost due to poor Customer Experience and Service. On the flip side,
few companies who mastered Customer Experience and Service cashed in on those $75 Billion.
(*Forbes’18) Achieving customer centricity is the key to business success!

9:30 am - 9:50 am KEY ENABLER: STRATEGIC SOLUTIONS: The future of customer experience: How to become the company that captured a sliver of the $75 billion pie lost in 2018 due to poor CX

There is a lot of buzz that comes around when CX is thought of, the shift from a seller’s market to a buyer’s market has rather made companies more vigilant of their experiences they give their customers, but are you ready for the change?

Key question: Why customer experience is not only about the customer score but also about the financial gain in the end?
  • Unveiling the revolutionary trends in the customer experience space
  • How can you align your operational strategies to accommodate for business transformation plans?
  • What are the best practices as a CX expert to drive company growth in today’s changing climate?
Monalisa Watfa, Chief Experience Officer at Saudi German Hospitals

Monalisa Watfa

Chief Experience Officer
Saudi German Hospitals

9:50 am - 10:15 am KEY TECH ENABLER: DIGITAL TRANSFORMATION: Case study: How Jetex became the only private aviation company globally to be awarded a 5 star rating by The Global Star Rating System for Services for providing exceptional experience for customer happiness across all service channels

With over 465 employees in 56 locations in the world, Jetex hit a milestone when they received 5 stars for their Paris and Dubai offices. The Paris and Dubai locations assessed were evaluated on eight aspects, including strategic alignment, customers, services, channels, customer experience, service efficiency and innovation, human resources and technology, against 127 requisites.

Key question: What were the drivers behind Jetex’s unmatched success in providing exceptional experience?
  • What was their primary mission and how did they work towards it?
  • How is Jetex working towards its future goal of hitting the 5 stars globally?
Adel Mardini, CEO and President at Jetex

Adel Mardini

CEO and President

10:15 am - 10:35 am KEY TECH ENABLER: ROBOTIC PROCESS AUTOMATION: How RPA leads to processing cost reduction by 30–70% when infused with customer experience?

In the recent times, the demand for faster service has become a key factor for customers to choose the vendors they wish to be with. With RPA coming into the picture, the seamless movement of data leads to reduced wait times and errors.

Key question: How to measure & maximise your next steps in the CX RPA journey to have the automation-deployed technology today?
  • Can a company’s workspace turn virtual?
  • Deciding the right mode of automation; partial or full?

Creating an efficient and effective human centred CX Model
Consumers with an emotional connection to a brand have a 306% higher lifetime value, stay with
a brand for an average of 5.1 years vs. 3.4 years, and will recommend brands at a much higher rate
(71% vs. 45%) (Source: Motista’18). Companies need to develop experiences that allow their customers to easily
move between digital and human interactions so that they can get the experience and service they want.

10:35 am - 11:00 am KEY ENABLER: TRAINING & HUMAN DEVELOPMENT: Empowering customer experience by investing in people to serve the people; how emotional connections drive loyal customers to spend up to 10 times more!

Whilst most companies are completely hitting the automation button, Guilherme believes its important to keep the human emotional touch into consideration, after all nothing creates an experience better than hitting the right emotions!

Key question: How do we empower decision makers to consider customer requests into their product to drive business growth?
  • Cultural shift: Putting the customer at the center of business decisions
  • 1 customer means everything: How isolating customer issues may lead your organization in becoming a failure
  • Journey: Efficienct and effective are not co-dependent; Understanding your customer journey and making it visible to everyone who cooperates into this journey with employees of a company
Guilherme Rodrigues, AVP Customer Experience and Design Lead at Payit – First Abu Dhabi Bank

Guilherme Rodrigues

AVP Customer Experience and Design Lead
Payit – First Abu Dhabi Bank

11:00 am - 11:25 am KEY ENABLER: CUSTOMER INSIGHTS: Putting the customer and employee at the centre of customer experience – reciprocal duality

The presentation will explore how organisations optimise the capabilities of the whole organisation to accelerate customer experience outcomes. Key topics covered:

  • The connection between customer insights and leadership decision-making
  • Targeting customer touchpoints through employee capabilities
  • Sharing a model of reciprocal interactions to accelerate customer centric culture outcomes
Damian Cotchett, Senior VP – Head of CX at Noor Bank

Damian Cotchett

Senior VP – Head of CX
Noor Bank

11:25 am - 11:50 am Networking break

11:50 am - 12:00 pm Speed Networking

Speed Networking
Leveraging optimal digital solutions to drive CX and business sustainability Saudi Gazette states that, in the
Middle East 88% of organizations recognize CX as a differentiator leading to part of their business sustainability.
Businesses are now competitive more than ever striving to deliver efficiency and experience.

12:00 pm - 12:20 pm KEY TECH ENABLER: DIGITAL TRANSFORMATION: Case study: Know how United Arab Bank’s automated transactional activities have led to increased customer satisfaction

I deposit is a new platform implemented for UAB’s ATMs and CCDMs that resulted in increasing the customer satisfaction level while using this channel. In this case study, Mai will speak about the new creative ATM platform and will show the importance of the increased digital innovations, to meet customer expectations & improve efficiency across other customer touch points.

Key question: How does I deposit enhance the customer satisfaction level?
  • Discussing the advantages of automated transactional activities
  • How to keep the measure of customer origination

Mai Momani

Head of CX
United Arab Bank

12:20 pm - 12:40 pm KEY TECH ENABLER: DATA ANALYTICS: How to successfully navigate through the challenging waters of data and sales via CRM?

A prime customer experience begins with an established CRM network in the organization. The CRM has an ability to understand the behavioural analytics of a customer, boosting sales based on historic trends and cross selling other products. The right CRM can enhance the business retention and sustainability of an organization by multiple folds.

Key question: What is the role CRM is playing in the future of user interfaces?
  • How to leverage personalization and privacy driving growth?
  • What role can AI play in addition to the CRM capabilities?

Phase 2: The interaction journey space – How does the customer interact with your business?

12:40 pm - 1:10 pm PANEL DISCUSSION: KEY ENABLER: MANAGEMENT STRUCTURING SOLUTIONS: How to entrench the CX culture; Drawing the line between customer experience and customer service

To ensure CX is successfully implemented, organisations must provide a crystal clear experience. Customer service is a momentary action which adds up to CX, but CX is the entire journey of the customer from the very first touch point with the organization, offline or online.

Key question: How do you address the growing need for CX culture on the whole?

Melissa Jarvinen, Chief Marketing Officer at Novo Cinemas

Melissa Jarvinen

Chief Marketing Officer
Novo Cinemas

Sunny Landeros, Brand and Communications Director at Jetex

Sunny Landeros

Brand and Communications Director

David Miles, VP Marketing at Abu Dhabi Finance

David Miles

VP Marketing
Abu Dhabi Finance

1:10 pm - 1:30 pm KEY ENABLER: BUSINESS DEVELOPMENT SOLUTIONS: Measuring customer happiness beyond numbers; delivering a continuous and connected digital experience to boost revenue by up to 15%

Kaleigh Moore says improving the customer journey has the potential to not only increase customer satisfaction by 20%, revenue by up to 15%, while lowering the cost of serving customers by as much as 20%.

Key question: How to achieve an accurate understanding of customers and strategise for growing business needs?
  • How to make your customer service KPI focused?
  • Experience is a lot more than a quantitative measure – the qualitative element cannot be underestimated
  • Why does great customer experience matter and how can it be leveraged
Taiyab Ghafoor, Group Director - Organised Retail at Axiom Telecom

Taiyab Ghafoor

Group Director - Organised Retail
Axiom Telecom

1:30 pm - 2:30 pm Lunch Break

At your service; going the extra mile in enhancing customer interactions
Global voice commerce is expected to increase by from $2 billion to reach $40 billion by 2022, according to an OC&C Strategy
Consultants survey. Brand recognition is the key element that businesses establish with a strong customer interaction.
By proactively encouraging customers to reach out, companies create enhanced trust and transparency, leading to stronger customer engagement.

2:30 pm - 2:50 pm KEY TECH ENABLER: ARTIFICIAL INTELLIGENCE: How does conversation with chatbots help in achieving operational efficiency and surpass customer expectations?

80% of businesses will have implemented a type of chatbot automation by 2020, says OpusResearch’18.

Chatbots have a lot more to offer than just virtual assistants, they help customers by easily finding the answers and further reduce the no. of incoming calls to the contact centers leading to reduced operational cost.

Key question: How can chatbots fill a real need in the customer’s daily lives?
  • Predicting the emergence of new strategic customer support roles
  • Analysing which support functions will be handled by AI and automation

2:50 pm - 3:15 pm PANEL DISCUSSION: KEY ENABLER: STRATEGIC SOLUTIONS: Omnichannel VS Multi-channel approach; which and why?

To capture the real touch points of a customer in their journey, businesses tend to drive themselves into technology that provides an experience across all channels seamlessly. However, some argue that while omnichannel focuses on offline and online equally, multi-channel is the way to go ahead as it provides more importance to the channels facing heavier traffic. In this panel discussion the pros and cons of both will be evaluated.

Key question: How do you choose which among the two suit your business model with the customer journey touchpoints?

Sarah Lattouf, Head of Digital Marketing at CX Network IQPC Global

Sarah Lattouf

Head of Digital Marketing
CX Network IQPC Global

Damian Cotchett, Senior VP – Head of CX at Noor Bank

Damian Cotchett

Senior VP – Head of CX
Noor Bank

Dr. Raffaella Bianchi, Head of Customer Experience at Du

Dr. Raffaella Bianchi

Head of Customer Experience

3:15 pm - 3:35 pm KEY TECH ENABLER: DIGITAL TRANSFORMATION: How to combine ‘one-of –a kind’ customer experiences with digital consumer interactions?

Companies with the strong omnichannel customer engagement strategies retain an average of 89% of their customers, compared with 33% for companies with weak omnichannel strategies. (Source: Aberdeen Group’18) In the era of digital communication, it becomes increasingly important to consider the specifics and integrate various communication channels to cater for different user profiles. It’s the shift from channel driven engagement to intent driven engagement.

Key question: How to analyse real life touch points driving monetary traction via omni-channel?
  • How to effectively use omnichannel strategies to drive brand engagement
  • Using omnichannel to provide rich, unique and personalized customer experiences across multiple touchpoints and channels

Interactive Discussion Groups (IDG’s)

Interactive Group Discussions (IDGs) are the perfect setting for audiences to come together and discuss their ideas, insights and opinions on specific topics. Each IDG has a leader who will lead the discussion and mention key points that the audience seated can engage in, creating a platform for interactive conversations and learning’s from like minded individuals, from similar work backgrounds of industries, hence leading into a thought provoking discussion. Every participant will have the exciting chance of discussing and sharing their views over two topics for 30mins each within the respective group.


3:35 pm - 4:20 pm Change management: Moving from a service led culture to a cross-sell and customer acquisition strategy


3:35 pm - 4:20 pm Growing customer satisfaction and loyalty through intent driven engagement

IDG Three

3:25 pm - 4:20 pm How to measure the right profitability of CX?

4:20 pm - 5:00 pm DEBATE: Live On Stage Debate #OneOfaKindExperience - Does automation kill the emotional, human touch in the CX approach? - Virtual Experience VS Emotional Experience

With robots taking over the mundane and repetitive jobs, the human are provided with an opportunity to be involved with front line jobs. But how much is too much? What does this mean for day to day jobs? This debate will highlight the importance of human intervention vs the robotic force.

Further to 30 mins of the debate, the audience will have an open round of 10 minutes to raise questions to either member of the team.

The audience will be provided with a sheet with both team names on each side and upon completion of the debate, the audience takes the call for the winning side!

Team Automation/Team Humans
Guilherme Rodrigues, AVP Customer Experience and Design Lead at Payit – First Abu Dhabi Bank

Guilherme Rodrigues

AVP Customer Experience and Design Lead
Payit – First Abu Dhabi Bank

Mai Momani

Head of CX
United Arab Bank

Sarah Lattouf, Head of Digital Marketing at CX Network IQPC Global

Sarah Lattouf

Head of Digital Marketing
CX Network IQPC Global

5:00 pm - 5:00 pm End of conference day one