Customer Experience & Service Excellence Summit & Awards 2012

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Customer360ME Summit And Awards 2012 MĂśvenpick Hotel, JBR, Dubai | 22-25 April 2012

Comprehensive and practical cross-industry best practices to win customers, drive loyalty and ensure ROI Take Part In

Featuring A Practical And Timely Agenda Driven To:

Present a 360 degree perspective of customer experience in the GCC with insights from cross function top executives of international and regional leading companies

Olivier Arnoux SVP Guest Experiences Sofitel Worldwide

Learn how to implement successful customer experience strategies and loyalty programmes

Understand the importance of customer care and customer service in the face of high competition

Showcase cross industry best practices in enhancing customer experience and driving loyalty Discover more page 3

What’s New For 2012?

A 360 degree perspective of customer experience in the Middle East with a new agenda covering the touch points of a customer journey

Cross industry practical case studies on customer experience strategy implementations including both regional and international best practices from public sector, telecoms, airlines, banking and hospitality

A focus on human resources and customer service departments, experience and satisfaction measurements and marketing strategies to attract and retain new customers

Maximising learning and exchanging ideas with over 8 hours of networking in 4 days

New categories for the Customer360ME Awards 2012 which will reward the best in class in each touch point of the ultimate customer journey

www.customer360ME.com

Featuring Key Participation From Top Level Practitioners Including:

Syed Zia Islam Head of e-Banking and Customer Experience Dubai Bank

Banking Partner

Ian Stewart Director Customer Care Middle East & Africa Nokia

Media Partners

Rimzie Ismail Head of Customer Affairs & Service Initiatives Dubai Airports Hatim Badawi ISP Program Director Etisalat Egypt

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Saygin Yalcin Founder and President Sukar.com

# customer360ME

Organisations in the region have to face highly competitive, fast moving and multicultural markets. Consequently, meeting increasing customer needs and expectations has become central in company strategies to ensure long term growth and profitability.

Speakers

Cross Industry Representatives From: Banking

86 percent of consumers worldwide quit doing business with a company because of a bad customer experience

– Harris Interactive

A 5% increase in customer retention can increase a company’s profitability by 75%

– According to Baines and Company

Even in a negative economy, customer experience is a high priority for consumers with 60% often or always paying more for a better experience

W

hy At te

nd

:

– Harris Interactive

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Get to know how to position the customer experience in the heart of your strategies to ensure long term success for your company!

➦ Hear from a rare panel of customer experience cross function specialists representing marketing, communication, PR, customer service, sales, call centre, quality and loyalty! ➦ Key cross industry insights from Sofitel Worldwide, DU, RTA, The Executive Council Dubai, Abu Dhabi Islamic Bank, Dubai Airports, Henkel, Dubai Bank, Coca Cola, Infinity (Nissan ME), Emirates NBD, Nokia and many more... ➦ Share the experiences of a top level speaker faculty including CEOs, CMOs, Heads of Quality, Customer Service and Guest Experience departments from leading companies and public sector ➦ Experience the best practices of both global and regional organisations running in the Middle East ➦ Go beyond the conferences on customer service and understand the customer experience as a multiple touch point journey ➦ Know how to implement successful customer oriented strategies to face the competition and drive loyalty and ROI ➦ Hear and learn from best practitioners on both internal and external strategies exceeding customer expectations ➦ Enhance your learning experience with 4 practical workshops

971–4–335–2437

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Syed Zia Islam – Head of e-Banking and Customer Experience – Dubai Bank Vikram Krishna – Head of Group Marketing & Branding – Emirates NBD Faran Niaz – Vice President, Head of Service Quality – Abu Dhabi Islamic Bank Nouras Stanley – Customer Relations Officer – National Bank of Abu Dhabi

Automotive

Hani Masgidi – Group Manager CRM – AW Rostamani Badreiddine Mansouri – Business Manager – Infinity (Nissan ME)

Airlines

Rimzie Ismail – Head of Customer Affairs & Service Initiatives – Dubai Airports Noor Al Harthy – Senior Customer Relations Officer – Oman Air

Public Sector

Dr Wafa Abu Snaineh – Advisor Dubai Model for Government Services – The Executive Council Alya Al Dabbah – Senior Customer Service Officer – RTA

Hospitality

Olivier Arnoux – Senior Vice President, Head of Guest Experience Worldwide – Sofitel Detria Williamson – Sales and Marketing Director – Burj Al Arab Hotel Dubai Chris El Khoury – Sales and Marketing Director – Mövenpick Hotel & Apartments Bur Dubai

FMCG / F&B

Leana Less – Eurasia and Africa Group Media Director – Coca Cola Ian Stewart – Director of Customer Care MEA – Nokia Ahmed Habiba – Customer Marketing Manager & Sustainability Team leader – Henkel Saygin Yalcin – Founder and President – Sukar.com

Telecoms Noah Chancellor – Thought Leader – Coral Nate Organization / Senior Marketing Advisor – Saudi Telecom Company Hani Mokhtar – Head of Customer Experience – Mobily Jatin Sahni – Senior Director Marketing – DU Hatim Badawi – ISP Program Director – Etisalat Egypt

Healthcare Dr Navneet Saini – Life and Medical Division Manager – Oman United Insurance Co. SAOG

Previous Attendees Include:

Vodafone Qatar  Xerox  Emirates Airlines  HSBC  AW Rostamani  Dubai Airports  ADCB  Sharjah Islamic Bank  UAE Exchange  FedEx  Etihad Airways  Saudi Investment Bank  Mobily  Al Rajhi Bank  DU  Oracle  Qtel  Saudi Electricity Company  Silah  Spanco  Etisalat  Lobitel  In2sol  RTA  Wild Wadi Water Park  The Executive Council  Al Fahim Group  Dubai Bank  Nokia  And many more…

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www.customer360ME.com

You are proud to say that your customers are your most important resource and you work hard to exceed their expectations.

Do you want to be officially declared “2012 Best Customer Experience Provider In The Middle East” by a panel of independent judges? Enter the Customer360ME Awards 2012 and get the chance to be recognised as an expert in your field!

A customer, a journey, 7 touch points and an overall vote to define the ultimate customer experience… Winners will be presented their Award during the conference.

Customer Attraction

Online Experience

Customer Impressions/Interactions Call Centre Experience

Technology

People’s Choice Overall Customer Experience Loyalty Programme

Increase your brand image, and attract more customers by winning the People’s Choice Award!

To have a chance to win, simply go to www.Customer360ME.com and click on “Awards Ceremony” to register.

Become a partner at the Customer360ME Awards Position yourself as a leader in customer experience, communicate on excellence and raise your company’s brand image in the region Sponsor the Customer360ME Awards 2012 and benefit from a highly targeted brand exposure!

Contact Mark Butler on sponsorship@iirme.com or call +971 4 407 2816 for more details.

Programme at a glance Customer360ME Summit & Awards 2012 22.04.12 23.04.12 24.04.12 25.04.12 2 Day Summit

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

Awards Ceremony

•



Workshop A & B

 •

Workshop C & D

Past delegates geo breakdown

What The Industry Has To Say A useful opportunity to share ideas and network with like-minded professionals – Ian Stewart, Director Customer Care, Nokia ME

Well organised and conducted. Keep it up!

– Devika Vittal – UAE Exchange

Very good speakers, knowledgeable on their topics - Glenda Mailloux, Senior Director Customer Care, Qtel International

971–4–335–2437

971–4–335–2438

register@iirme.com

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Summit - Day 1

Sunday, 22 April 2012

08.30 Registration And Refreshments 09.00 Opening Remarks 09.10 Meeting The Demands And Expectations Of Increasingly Savvy And Evolving Customers In The Face Of Amplified Competition To Increase Engagement And Loyalty • Pro-active strategies to anticipate and enhance customer experience throughout their touch points • Proper use of technology to speed up enquiry processing and satisfy demanding customers • Innovating and implementing various sets of marketing strategies to bridge generation gaps • Integrating social media and on-demand channels into your marketing strategy to develop loyalty within the “I can’t wait” generation • Is Customer Lifetime Value (LTV) calculation applicable in fast moving markets?

Ian Stewart, Director Customer Care Middle East & Africa, Nokia, Dubai – UAE

Cross Industry Panel

09.50 Bridging Diversity And The Differences In A Multi-Cultural Customer Base To Attract And Retain Customers in GCC Markets • GCC markets: Hotchpotch of cultural differences or easily targetable markets?

• Integrating new forms of market segmentation methodologies based on cultural understanding to manage the different levels of expectations driven by the predominant role of customs and habits • Opportunities of a “global domestic market”: The role of value based segmentation and diversification • Rising brand image to enhance the experience and attract more emotion-driven and high value customers Ahmed Habiba, Customer Marketing Manager & Sustainability Team leader, Henkel, Dubai -UAE Chris El Khoury, Marketing & Sales Director, Mövenpick Hotel Bur Dubai, Dubai - UAE Badreiddine Mansouri, Infinity Business Manager, Nissan Middle East, Dubai – UAE Jatin Sahni, Senior Director Marketing, DU, Dubai – UAE 10.30 Morning Refreshments And Networking Opportunities 11.00 Islamic Marketing: Focusing Business Strategies On Customer Experience And Branding To Attract And Capitalise On A High Potential Market • Is Islamic marketing a new school of thought?

• Religion, culture and branding: Smartly interpreting Islamic values to drive brand image and customer experience and attract high value customers • Understanding Muslim consumers as a non “one size fits all” market and thinking out of the box to deliver a tailored customer experience and ensure loyalty • Where is the purchasing power? Segmenting the Islamic market to invest in targeted customer experience programmes and increase ROI

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971–4–335–2438

11.40 Advancing Corporate Communication And Customer Education As A Driver For A Holistic, Successful And Sustainable Customer Experience Initiative • Targeted communication strategies to promote your organisation: How does educating your customer positively impact your pricing policy and bottom line?

• Transparency, respect and reliability: Building mutual trust to enhance customer loyalty • Word of Mouth: Best ally or worst enemy?

• Virtual and physical touch points: The importance of interaction in the customer relations function to develop and strengthen loyalty • The necessity for pro-activity on social media to shape and control your brand image Olivier Arnoux, SVP Guest Experiences, Sofitel Worldwide, Paris – France Leana Less, Eurasia and Africa Connections Director, Coca-Cola, Istanbul – Turkey

Cross Industry Panel

Customer Trends: Diversity, Complexity And Drivers

12.20

Awards Ceremony Best Customer Attraction Best Online Experience Best Customer Impression/Interaction Best Loyalty Programme

13.00 Lunch And Networking

Customer Experience: The Journey – Differentiation And Value 14.00 What Does A Customer Experience Journey Entail And What Does It Mean To

Customer Facing Executives In Enhancing It For Them?

• Is the product the most important part of the experience?

• Designing the perfect customer experience by identifying the most valuable touch points to convert more potential customers into loyal partners • “Brands are stories”: How customer relationships and touch points create lasting impressions of your company and its products/services Syed Zia Islam, Head of e-Banking and Customer Experience, Dubai Bank, Dubai - UAE 14.40 How To Create A “Customer Journey” To Ensure Differentiation And Continued Loyalty

• Initiating long term project to detail customer journeys to provide unique experiences and achieve a high level of differentiation • How many touch points should be included in the map to avoid a cradle-to-grave customer journey scenario?

• How to integrate participative customer insights into touch points of the journey to enhance value and experience memory • Cost and ROI of mapping a customer journey: Large investment for long term profit?

Olivier Arnoux, SVP Guest Experiences, Sofitel Worldwide, Paris – France 15.20 Afternoon Refreshments

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15.50 Navigating The Complexity Of Converging The Online–Offline Experience: How To Ensure Continuity Of The Journey To Convert Engagement To Purchasing Behaviour And Sales • A good online strategy increases brand awareness: How can it be turned into profit?

• Cross linking channels to create a fully integrated marketing strategy to benefit from the increasing power of digitalisation • Online and offline sales: How to encourage multi channel purchasing behaviours • How to use community management related content as leading guidelines towards purchasing behaviour • Mobile CRM: How to effectively use mobile-based applications and “push” marketing strategies to turn leads and prospects into customers Noah Chancellor, Thought Leader, Coral Nate Organization / Senior Marketing Advisor, Saudi Telecom Company, Riyadh – KSA

16.30 Capitalising On Communication, Service Excellence And Brand Image Values To Deliver On Differentiation In Experience • How to master communication across the value chain to promote excellence in processes and rise brand image to deliver a high level of differentiation • Providing value-added services of excellence to increase satisfaction and loyalty • Exceeding customer expectations to enhance the product/service experience and differentiate from the competition • Mass market or personalised messages: Best practices in communication to improve brand image and attract brand champions Detria Williamson, Director of Marketing and Public Relations, Burj Al Arab Hotel, Dubai - UAE 17.20 Close Of Day One

Summit - Day 2

Monday, 23 April 2012

09.00 Opening Remarks

Process, Internal Stakeholders And Training 09.10 Mobilising Resources By Integrating Customer Experience Programmes In The Global Strategy To Deliver Value Added Services And Exceed Expectations • Driving customer experience strategies top-down to ensure buy in and accountability at all levels • How to successfully make all departments customer-experience-oriented to provide a seamless high quality of service • Creating an environment which facilitates the integration of new customer care technologies to improve service and productivity • The customer service function as an extension of customers: Engaging agents in servicing customers emotions to better understand their needs Hatim Badawi, ISP Program Director, Etisalat Egypt, Cairo - Egypt 09.50 Establishing A Customer-Focused HR Team And Workforce To Build A Powerful Organisation Dedicated To The Brand And Customer Experience Promise • Hiring the right people for the right positions to deliver better and consistent quality of service across the board • In-house training and incentives: How to motivate and involve your employees in customer dedicated objectives • Improving internal communication and knowledge transfer processes to empower employees to meet and satisfy the ever-changing and more demanding customer base • Representing fast moving customers, trends and culture differences by keeping your staff diversified and up-to-date

11.00 Best Practices in Customer Service And Call Centres To Retain Customers And Improve Loyalty • Is customer service the most important touch point of the journey?

• Responsibility, involvement, independence and flexibility: Training and encouraging customer care representatives to think “out of the script” to deliver a better customer experience and secure loyalty • Investing in business intelligence tools to facilitate customer profiles identification to meet the customer needs and improve satisfaction • Multilingualism amongst customer care representatives in the Middle East as a basic principle or a differentiation factor to enhance customer experience?

Alyah Al Dabbah, Senior Customer Service Officer, Road Transport Authority, Dubai – UAE

Cross Industry Panel

08.30 Registration And Refreshments

Benchmarking, Metrics, CRM and Personalisation 11.40 Measuring Customer Experience To Improve Understanding Of Customer Needs And Expectations To Reach Excellence (Experience The Dubai Model for Government Service • Is the experience easily measurable? Identifying and dividing it in “value moments” to facilitate the measurement • Benchmarking areas of improvement to secure customers’ basic expectations and advancing strategies to drive further excellence in experience • Measuring the experience in order to focus strategies on what impacts the customer: the emotional driver and factor • Progressive customer relationships and pushing it to the next level of trust to build a valuable partnership in securing need and repeat business opportunities • How to properly design satisfaction surveys to ensure a good response rate and get reliable data to be used in marketing and customer experience campaigns • Customer Experience in the public sector: is it too good to be true?

Dr Wafa Abu Snaineh, Advisor, The Executive Council, Dubai -UAE

10.30 Morning Refreshments And Networking Opportunities

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register@iirme.com

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12.20 Awards Ceremony Best Call Centre Experience Best Technology Best Overall Customer Experience People’s Choice

15.20 Afternoon Refreshments And Networking

13.00 Lunch And Networking 14.00 Effective Tools, Technologies And Methods To Measure Customer Experience

And Drive ROI – Case Study On CRM At Dubai Airports • Understanding customer experience and satisfaction surveys as key factors to determining success in your customer care strategy • How to use and master survey analysis and refining tools to better target customers and initiate the experience • Investing in a dynamic customer management system to delve deeper into emotional and experiential factors to strategically orientate loyalty programmes • Is face-to-face contact still the most effective customer experience and satisfaction measurement tool?

Rimzie Ismail, Head of Customer Affairs & Service Initiatives, Dubai Airports, Dubai – UAE

Cross Industry Panel

14.40 The Importance Of Customer Contact And Humanisation Of The CRM Function To Enhance Customer Experience • Creation of Social CRM or CRM 2.0: How to integrate social media and interaction into your CRM strategy • Is CRM a marketing or a sales tool and how can it be adequately measured in terms of ROI? • Going beyond targeted and timely emails in CRM strategies to advance customer interaction programs and develop stronger relationship and loyalty Hani Masgidi, Group Manager - CRM, AW Rostamani, Dubai – UAE Nouras Staneley, Customer Relations Manager, National Bank of Abu Dhabi, Abu Dhabi – UAE Noor Al Harthy, Senior Customer Relations Officer, Oman Air, Muscat – Oman

15.50 Involving The Quality Department In The Customer Experience Process To Meet International Standards And Benefit From Image Excellence • How ISO 9001 regulations can be used as an internal tool to involve all departments in improving customer experience and service excellence • The role of quality teams in the achievement of customer experience programmes • Measuring quality ahead of the customer experience to maximise programmes and strategies Faran Niaz, Vice-President – Head of Quality, Abu Dhabi Islamic Bank, Abu Dhabi - UAE 16.30 Towards The End Of The Mass Marketing Era Segmenting The Market, Personalising The Customer Experience And Innovating To Better Meet Customers’ New Expectations • Marketing your customers’ strongest identity to personalise the experience • Tailored and targeted services: How to efficiently design content for individual customers • Aligning marketing strategies with customer care and personalisation to attract new customers Saygin Yalcin, Founder and President, Sukar.com, Dubai - UAE 17.10 Can Customer Experience Strategies And Loyalty Programmes Add To The Bottom Line?

• Why the benefits of a personalised customer experience exceed its costs • “It is more difficult to maintain than to gain customers”: How are expensive retention strategies ultimately profitable?

• 80% of revenue comes from 20% of customers: How the “law of the vital few” drives the companies to invest in loyalty programmes • Would customers pay more for an exceptional customer experience? Connecting customer experience strategies on the emotional level to increase margins Hani Mokhtar, Head of Customer Experience, Mobily, Riyadh – Saudi Arabia 17.50 Close Of Conference

Do you want to demonstrate that customer care is a major concern within your company and communicate on your service excellence?

The Customer360ME Summit and Awards 2012 gives you a cross industry platform to promote your strategies of excellence in delivering outstanding customer experience.

Here are some good reasons to become a sponsor of Customer360ME Summit & Awards 2012. Indeed, our packages are designed to give your brand targeted exposure and increase your client base with networking opportunities, including: • An opportunity to highlight your organisations commitment to delivering exceptional levels of customer service in the region and benefit from a wide media coverage to increase your brand awareness • A possibility to identify your brand as a thought leader by delivering a case study to a high profile audience on how your organisation is successfully implementing customer experience strategies • A unique chance to meet with decision makers thanks to pre-arranged one to one meetings • The capacity to raise your company’s profile alongside some of the biggest brands in the region and develop your activity

For more information on customised packages to meet your specific needs, contact Mark Butler on +971 (0)4 407 2816 or e-mail sponsorship@iirme.com

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971–4–335–2437

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Workshops

Morning Workshops Registration for morning workshops will begin at 08:30. They will start at 9:00 and end at 12:30 with lunch. There will be breaks at appropriate times.

Tuesday 24th April 2012 - am

Workshop A

Customer Attraction: How To Win New Clients By Improving The “Journey” Rationale Attracting customers has always been essential for organisations to ensure development and profitability, but “winning” new clients tend to be more and more challenging as competition in the GCC gets tighter and the economic environment tend to globalise.

Services, personalisation and consideration are now highly valued by consumers before the actual purchasing process.

This workshop will focus on the methods and best practices to improve the upstream touch points of a customer journey in order to attract new customers.

Learning objectives yy How can your customer experience strategy attract new leads? Targeting emotions and creating desire yy Best practices and concrete tools to create a story to raise your brand awareness and deliver an unforgettable first part of the journey yy Properly integrating design management in your development strategies to create “Love Brand” and get closer to your customers yy The details make the difference: Identifying the “little extras” which result in “big profits” yy Communicating on the promises of the journey to arouse admiration and turn leads into new customers

Tuesday 24th April 2012 - pm

Workshop B

Metrics And Analytics: Properly Leading Measurement Surveys And Smartly Driving Analysis To Improve Customer Experience Strategies Olivier Arnoux, SVP Guest Experiences, Sofitel Worldwide, Paris – France

Rationale Based on a set of data which is difficult to quantify including perceptions, feelings or emotions, measuring customer experience is a major challenge. Metrics and analytics are essential for organisations today. Indeed, businesses need to be constantly aware of the evolution of their market shares, positioning and brand image and often have to question their strategic decisions to “stay in the race” in the pace of fast moving markets, increasing competition and “I can’t wait” new generations of customers.

This workshop will explore methods and best practices in measuring experience, introducing the major role of analysis in order to enhance customer experience data processing and deliver high quality services.

Learning objectives yy Understanding the metrics and analytics as the base of a customer experience programme yy Smartly designing surveys to ensure qualitative and reliable feedbacks as a base for strategic improvements yy Segmenting the experience to facilitate its measurement yy How to concretely turn collected data into actions dedicated to customer experience enhancement

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Afternoon Workshops Registration for afternoon workshops and lunch will be at 12:30.

They will start at 13:30 and end at 17:00. There will be breaks at appropriate times.

Tuesday 24 April 2012 Wednesday 25 April 2012

Wednesday 25th April 2012 - am

Workshop C

Customer Retention: There Is Life After Buying!

Rationale Selling a product or a service is not the end of a customer journey. Sharing your client’s emotions, understanding the needs and taking the relation to the next level of trust are part of a customer experience strategy.

This workshop will enable you to take advantage of the purchasing experience to turn your customer into a real partner and it will also highlight the power of loyalty. You will learn ways to increase retention within your organisation, ensuring long term profit and development.

Learning objectives yy There is a life after buying! Proper use of CRM and tracking tools to exceed customer “post purchase expectations” and drive loyalty yy Methods and best practices to design and implement effective loyalty programmes to increase your customer retention yy Is purchase or re-purchase the final objective? How to turn your customer into a partner to ensure long term relation and ROI yy Building a fine after sale service strategy to propose indispensable high value extras and extend the purchasing behaviour

Wednesday 25th April 2012 - pm

Workshop D

Social Media Revolution: Developing A Profitable “Socially” Oriented Customer Experience Strategy

Rationale Social media is everywhere. If it represents an extraordinary opportunity to communicate and touch more potential customers, it also requires knowing some rules to be used properly and to effectively be integrated in organisations’ strategies.

This “social media” workshop will allow you to understand your needs, get acquainted to the best practices and develop a profitable “socially” oriented customer experience strategy.

Learning objectives yy How to effectively integrate community management in your customer experience strategy yy Is the “Big Three & Co.” inseparable? How to find the good balance between Facebook, Twitter, Linkedin and Co. for your social media strategy to enhance your customer experience yy Are social media the new best in class communication channels: Threats and opportunities of a “social customer experience” campaign yy Is social media really “free of charge” and how do we measure the success?

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Customer360ME Summit And Awards 2012 Mövenpick Hotel, JBR, Dubai | 22-25 April 2012

DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL - 971-4-335-2483 E-MAIL - a.watts@iirme.com

Event Venue:

FIVE EASY WAYS TO REGISTER

Mövenpick Hotel, JBR, Dubai Tel: +971 4 449 8888

IIR Holdings Ltd. PO Box 21743, Dubai, UAE

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Accommodation Details We highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience.

You can contact the IIR Hospitality Desk for assistance on: Tel: +971-4-4072693 Fax: +971-4-4072517 Email: hospitality@iirme.com

GCS/IIR Holdings Ltd. PO Box 13977, Muharraq, Kingdom of Bahrain

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