24-26 Mar 2020 Address Dubai Mall, Dubai

Excite . Engage . Empower

Customer Experience, Innovation, Leadership & Culture



About E3

This forum will discuss how regional corporate and government institutions can transform their organisations with the customer agenda being a primary driving force.

  • • Introducing new next practice ideas that are of proven high value but not yet mass adopted.
  • • We will be showcasing regional and international success stories.
  • • We will also be learning from mistakes and under performance (how).
  • • The forum discussions are led by a carefully selected panel of experts with more than million man hours of customer
  • Let’s embrace new ideas, strategies and methods that will inspire Middle Eastern companies to advance and thrive as world-class pioneers in the rapidly evolving customer age

    read more....


Workshops

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Sponsorship opportunities

The CXSA's first of its kind forum in the Middle East is dedicated to helping GCC business and government organisations to take advantage of the rapidly evolving opportunities the customer agenda offers.

See top 6 benefits of sponsorship
  • 1. Generate new business
  • 2. Introduce new products and services
  • 3. Increase your international presence
  • 4. Increase brand exposure
  • 5. Network directly with industry leaders and buyers
  • 6. Stay connected & top of mind

For more information, download the sponsorship brochure. Download sponsorship brochure
30+

speakers

3

days

300+

delegates

30+

sessions

Speakers

Meet our professionals



  1. 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.

    Diane Magers

    Chairman CXPA & Chief Experience Office Experience Catalysts

    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.

  2. Craig Lee

    Customer experience director, Activate Experience & Formerly Head CX Emirates Group

    A customer experience pioneer and thought leader in the GCC region. Having worked as head of customer experience for Emirates and now working with globally recognized names such as Versace – Craig blends almost two decades experience in the GCC region both as a change practitioner and advisor to boards.

    Steve Clarke

    Motivational Speaker, Author and Board Advisor to Customer Experience Service Association Middle East (CXSA)

    Successful business leader and serial entrepreneur. He took one of his companies with a highly experiential and innovative product in the ski industry from start-up to complete an IPO in the USA. His business was recognized as one of the top 100 fastest-growing profitable private companies in Great Britain by The Sunday Times Fast Track 100.

  3. Gordon Tredgold

    Global Gurus Top 10 Leadership Expert and Keynote Speaker, Nextten

    Acknowledged top 20 global leadership expert having delivered more than 3 billion USD of change for organisations globally. He helps leaders implement change strategies and develop cultures that bring companies closer to their employees and customers.

    Nisreen Abu Hadba

    CX & Quality Director Orange - Jordan, Jordan Telecom

    Customer Experience & Quality Director for Orange Telecom in Jordan. The leading driver of customer centric change for Telecom in the country have created an award winning customer culture and operation from a standing start

Programme

Industry specific sessions to explore
the most important challenges in your sector

Please note all sessions will be held in English. Simultaneous translations in Arabic will be provided.



Charles Bennett, Chief Executive, CXSA Middle East
Stream 1 Workshop 1 (All day workshop)

Introduction

At the end of this workshop:

  • Delegates will have been introduced to all the core components critical to building a customer-centric company.
  • Content is based on the latest principles available delivered by the most experienced practitioners in the industry
  • The workshop gives delegates a Certified Level Foundation Qualification
  • Delegates will leave with their personal roadmap to deliver against career aspirations.

Topics covered

Fundamentals
  • What does Customer Experience mean for companies in 2020?
  • Impact and benefits.
  • How well are companies performing.
  • Best practice versus next practice.

Key Principles
  • Establishing a roadmap
  • Fundamentals of customer strategy
  • Core skills of a customer experience practitioner
  • Learning the principles of innovation
  • Developing and motivating the workforce
  • Measuring the right things
  • Getting the board on side and high impact influence

Charles Bennett/Laura Tengerdi/Mohsen Malarki
Stream 2 Workshop 2 (Half day workshop)

Introduction

The customer has always an important part of the Middle East’s rapidly growing service culture – and its importance is increasing. Companies that are perceived to be in advance of their peers are perceived to have a powerful competitive advantage – customers talk about them, they spend more, they want to come back. This workshop is about advanced thinking and techniques – to consistently maintain that advantage.

Topics covered

Fundamentals
  • What differentiates consistently superior service?
  • Case studies from companies who consistently overperform
  • Innovations in Customer Service emerging

Key Principles
  • Codifying engagement and creating an obsessed customer culture
  • The science of emotion – and understanding how to understand and react across different interaction types
  • Advanced methods in building empathy and creating that vital connection
  • Developing your people to reach a higher level of achievement and stay there for longer
  • Linking customer service to the wider aspects of customer experience and supporting company processes
  • How to use technology to support great customer service
  • The role of Artificial Intelligence in great customer service and evaluating how or even if it plays a critical role
  • Benchmark your company’s Customer Service Maturity and create your specific roadmap to prepare for the future.

TBC
Stream 3 Workshop 3 (Half day workshop)

Introduction

Creating a genuine customer centric company is extremely challenging. One of the biggest challenges is how do you sell ideas to business as usual stakeholders who, whilst paying lip service to the customer agenda 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 change steps to be part of a change movement. This workshop equips change professionals with influence skills that dramatically impacts not only decisions and priorities but the critical momentum to get things done.

Topics covered

Fundamentals
  • 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
Stream 1 Workshop 1 (continued)

Introduction

At the end of this workshop:

  • Delegates will have been introduced to all the core components critical to building a customer-centric company.
  • Content is based on the latest principles available delivered by the most experienced practitioners in the industry
  • The workshop gives delegates a Certified Level Foundation Qualification
  • Delegates will leave with their personal roadmap to deliver against career aspirations.

Topics covered

Fundamentals
  • What does Customer Experience mean for companies in 2020?
  • Impact and benefits.
  • How well are companies performing.
  • Best practice versus next practice.

Key Principles
  • Establishing a roadmap
  • Fundamentals of customer strategy
  • Core skills of a customer experience practitioner
  • Learning the principles of innovation
  • Developing and motivating the workforce
  • Measuring the right things
  • Getting the board on side and high impact influence

Charles Bennett/Laura Tengerdi/Mohsen Malarki
Stream 2 Workshop 4 (Half day workshop)

Introduction

Defining success for your experience discipline takes more than voice of customer and metrics. It requires linkage to true financial impacts. Diane will cover key points of building the financial framework, share two case studies and provide frameworks and approaches you can use to build the financial impact story for your practice.

Learn how to:

  • Develop a framework to build business cases for customer and employee experience
  • Tie experience management to your brand's growth goals
  • Tips to gain and maintain solid executive support
  • Discover how building your skill in this area can help accelerate your roadmap and success for your brand

Diane Magers
Stream 3 Workshop 5

Introduction

What distinguishes a great organization form an average one? There will be many opinions but a distinct and powerful company culture will always rank in the top three. Studies have shown that companies with a strong culture saw a 4 times increase in revenue growth. Being named the best place to work is associated with a 75% stock price jump. Yet despite this Deloitte found less than 20% of executives believed their company had the right culture. A culture focused, even obsessed, with the customer creates not only great service and experiences but fosters a path for innovation and sustained differentiation. This workshop, led by one of the worlds foremost leadership and culture development experts will codify how this can be achieved based on studies of more than 500 companies.

Topics covered

Fundamentals
  • Principles behind developing high performing organizational culture
  • Characteristics of the top 2% of leading business performers
  • Key Principles
    • Techniques to evaluate your companies true culture profile
    • Defining core customer values and aligning to a culture profile
    • The 10 principles driving a high performing business culture
    • Accelerating adoption and changing behaviours
    • Measuring the right things
    • Building a strong reputation to attract the best performers in the industry
    • Creating the customer culture roadmap specific for your organisation

    Gordon Tredgold
02:20 PM
How to organise great events

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Michael Lambert

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Michael Lambert
02:20 PM
How to organise great events

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Michael Lambert
Charles Bennett, Chief Executive, CXSA Middle East
Jeremy Nichalas, MC, Public Speaker & Broacaster
09:30 AM
Keynote: Establishing the Middle east as a leading Customer Experience powerhouse – can it be done?

Customer centricity 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 relative to Europe and USA?
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 or earlier adopters? There have certainly been plenty of both. 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. How can GCC companies learn from this?

TBC
09:50 AM
Keynote: I learnt from that – exploring failure and what we can learn

You will hear so often in conferences, case studies that explore great success stories and learning points. Can you learn? Sure but following these paths still leaves plenty of room for failure to occur – and it does.
Failure teaches you more than success ever could. Failure builds you up.
Take a light hearted but hard hitting look at some of the biggest issues faced in the customer experience industry and learn about the pitfalls companies can avoid if they are to create a truly world class customer experience driven business.

TBC
10:15 AM
Panel discussion: Co-creating the future

The future is never fixed but what you do now will dramatically impact your success moving forward. We are likely to see more change in the next ten years than at any time since the industrial revolution.
Here from a group of futurists discussing possible scenarios for customer experience and get the opportunity to think through what this may mean for your business.

TBC
11:30 AM
Keynote: So you want to build a customer centric company – for god’s sake don’t follow the crowd!

If we follow the best practice path and use the same tools and techniques, applied in the same way by people with by and large the same background – how can you make a significant difference? You can’t.
You have to make the customer agenda your own and create an approach that is innovative, different and delivering outcomes consistently in advance of your competition.
Where do you start? Or if you have already made progress, what do you do next? Super companies have mastered the world of customer innovation – why cant you? This key note gives a hard hitting overview of how to harness customer innovation and make it your own.

TBC
11:50 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 rapidly evolving profession.

TBC
14:00
Creating actionable insight

Chairman’s Opening Remarks

How to build a customer-centric company
Building on this morning’s keynote, all of this afternoon’s workshops look at moving beyond best practice into the realms of next practice. Irrespective of whether you have started the process of becoming a true customer centric powerhouse and are looking to dramatically accelerate or just embarking on the CX transformation process, this workshop builds on the successes and failures of companies all over the world and codifies a winners formula. We explain why best practice is a strong starting point, but shouldn’t be your end goal and unveils how to structure and arrange the key building blocks in a way that results in an organization that has customer centricity baked into their DNA.

Topics covered

Fundamentals
  • Customer experience isn’t a department bolted onto an organization
  • Customer centricity isn’t a department; it’s a mindset that needs to permeate every department across an organization and flow from the top down.
  • Generating initial momentum can be easy. Establishing sustainable success is the key.
  • What are the X# of things you need to create a customer centric organization.
  • Understand why customer agenda is not working for a lot of companies? Why? What is missing?
  • How should we be looking at building the customer agenda?
  • Key Principles
    • Developing a survey program and gathering customer feedback isn’t customer experience management.
    • You must create a process by which the organization takes action based on the feedback and there’s an accountability protocol.
    • Customer centricity transformation is about a cultural shift. How do I change an entire culture when they don’t report to me?
    • Creating a customer-obsessed culture
    • Developing organization-wide customer centricity, leadership, culture and influence skills
    • Generating top-down organizational buy-in. Establishing bottom-up momentum
    • How to develop an organizational customer centricity roadmap
    • Identifying the critical components you need specific to your organization
    • What and how do we measure?
    • Identifying potential CX promoters to generate momentum and convert internal “need more to move them along” and “hard to convince”.
    • Properly structure/restructure organization for success
    • Creating customer-driven innovation
    • Strategies for securing necessary budget vs grassroot approaches.
    • Creating adaptive technological capabilities vs current state.

14:00
Advanced principles of customer service

Chairman’s Opening Remarks

Customer Service is at the cornerstone of every service industry – and this is particularly important in the Middle East. Great Customer Service is critical to so many transactions and relationships yet very few companies regularly excel in this area. This session examines how to build a Customer obsessed service culture which consistently excels. Good service or even very good service is simply not good enough.

15:10
Case study 1 - Get the culture right is 80% of the battle

How do you build a service culture where your agents want to consistently go the extra mile without being asked? This session examines the psychology of motivation uncovering ideas which can benefit even the most sophisticated service organisations.

15:50
Case study 2 – Heroes and villains

Let’s learn from stories around the industry and a speaker who has seen the good, bad and downright ugly for more than half a century. We all want to be service heroes right? Even the most dedicated can and do fall over – making sometimes horrifying mistakes. Here the stories and learn what to do differently.

14:00
Technique

Advanced Journey Mapping: Identifying Pain Points and Opportunities

How do you create a legendary customer experience? You take away the irritants PLUS innovate and surprise your customers with an experience that is better than expected. There’s no better way to uncover these tactics than by completing a Customer Journey Map. Often this can seem like an onerous and expensive task. It doesn’t have to be. In this fast-paced workshop, you’ll learn how to simply and efficiently run your own Customer Journey mapping session that will help you drive innovative solutions and also drive the waste out of your process. Filled with real case examples and hands-on exercise, participants will:

  • Understand the types of journey maps you can do and when to do what kind The “tools” and “who” you need
  • Conduct a mini Journey Mapping Session
  • Leave as a Journey Mapping Maven
09:00 AM
Welcome & highlights from day one
Charles Bennett, Chief Executive, CXSA Middle East
Jeremy Nichalas, MC, Public Speaker & Broacaster

The role of technology in customer experience has dramatically accelerated. Artifical intelligence, block chain, chat bots, increasingly sophisticated methods of scraping and analysing data have all played a significant role in helping companies become more closely connected to their customers.
What roles will technology play in the next 3 to 5 years? Will outcomes and experiences significantly improve or is the human element in danger of being neglected. This is a hard hitting look at the role technology will be expected to play and what companies can do to stay abreast of latest developments and create that all important competitive advantage.

The customer agenda has always been a human discipline. The acceleration in technology advances has meant companies have become more and more reliant on technology.
Is this reliance actually helping or hindering the customer agenda? This session takes a look at how technology and the human aspects of CX can be aligned to create world class outcomes and experiences at every touchpoint.

According to studies, more than 80% of customer experience programmes underperform or fail. Why is this? What should companies do differently? How do you build a customer centric business that not only impacts the customer but positively impacts revenue, cost and service levels simultaneously?

According to studies, more than 80% of customer experience programmes underperform or fail. Why is this? What should companies do differently? How do you build a customer centric business that not only impacts the customer but positively impacts revenue, cost and service levels simultaneously?

14:00
Middle East winning case studies

Chairman’s Opening Remarks

Building executive alignment through financial impact
Rather than just head nods, we will talk about how to share the true impact of experience management with executives and leaders. Gain traction quickly by talking about revenue and costs rather than must metrics. Diane will share frameworks and tactical next steps to help you build your financial muscle.

  • Define 'C-suite speak' and how your communication with executives needs to change
  • Gain support from leaders across your organization
  • Creating additive business cases for greater impact

14:00
Customer service (part 2)

Chairman’s opening remarks

Case studies and debate
Resolving the biggest Customer Service issues that Companies face. Each delegate will have the opportunity to vote for their preferred topics and our experts and thought leaders will discuss and debate the leading 5 topics (approx. 20 minutes each)

14:00
Technology showcase sessions

We will have 6 tables showcasing the latest technology offerings in the market. Each table will be presenting and showcasing in the context of solving real world industry problems.
Delegates will have the the opportunity to choose to listen to 4 showcases of 30 minutes each over 2 hours

Participation enquiry

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Registration



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Early Bird Discount
(Before 20 Feb 2020)
$1600
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  • 2 Workshops
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Standard Price
(20 Feb 2020 onwards)
$2100
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  • 2 Workshops
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Register before 20 February to save USD 500 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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