Customer Service Excellence Riyadh by Informa Middle East

Under the Supervision of Technical and Vocational Training Corporation – Approval No. 124917819.

22 – 23 May 2011 • Riyadh Marriott Hotel, Riyadh, Saudi Arabia

Delivering An Outstanding Customer Experience

MUST ATTEND!

Featuring a Special Guru Keynote Address from Andrew McMillan former Customer Service Manager, John Lewis Partnership, UK

Delivering a degree of long lasting competitive differentiation few achieve, but many aspire to. See page 2 for more details.

Enhance Your Learning Experience With These Comprehensive, Practical Master Classes

Key Topics • Assessing The Effectiveness Of Your Customer Service Initiatives: Implementing Tools To Measure ROI And Obtain Tangible Results

Master Class A 21 May, 2011

Leadership For Great Customer Experience: Shaping An Organisation’s Cultural Values To Deliver A Defined And Consistent Customer

• Exploring Viable And Reliable Tools To Measure The Levels Of Customer Satisfaction And Engagement

Andrew McMillan, Customer Service Guru, Former Customer Service Manager, John Lewis Partnership, UK

• Improving Retention: Empowering Frontline Employees To Provide Customer Service That Goes Beyond Customer Expectations

Master Class B

Tuesday, 24 May, 2011

• Building A Customer Centric, Service Driven Organisational Culture And Brand To Raise Levels Of Customer Satisfaction And Improve Bottom Line Results

Employee Engagement: Leadership Skills Building And Sustaining A Workforce Engaged And Committed To Delivering A Consistently Exceptional Customer Experience

• Evaluating New And Innovative Customer Platforms To Raise Accessibility And Availability Of Service

Don Hales, Managing Director, World Of Customer Service, UK

See page 5 for more details

17 Leading Service Experts Including: Don Hales Managing Director World Of Customer Service UK

Eddie O’ Reilly GM-Customer Service Al Rajhi Bank KSA

Belal El-Bana Head Of Customer Service Xerox Emirates UAE

Nii Quaye Group Head – Quality Assurance & Service The Saudi Investment Bank KSA

Syed Iftiqar, Regional Manager Customer Service FedEx UAE

Hani Mokhtar Head of Customer Experience, Value Propositions & Business Marketing Mobily KSA Gold Sponsor

www.iirme.com/customerserviceksa

Sivakumar Thangaratnavelu Global Head of Customer Experience HSBC Amanah UAE

Sponsor

Media Partner

Dear Colleague, As the largest economy in the Arab World, the Kingdom of Saudi Arabia holds limitless potential for long term growth and development. With government initiatives driving diversification, investment and employment, conducting business in the Kingdom is becoming increasingly competitive. In this changing economic climate, customer service holds the key to leaping ahead of the competition by building a loyal customer base while attracting new customers. It is essential that your organisation is prepared to drive sustainable long term growth in a market that is more competitive than ever. As a customer service professional you need to be well versed with the latest innovations and tools that can revolutionise your customer service strategy so that it not only supports but drives growth. The first ever Customer Service Excellence taking place from 21-24 May, 2011 in Riyadh will explore various approaches to raising the quality of customer service and overcoming its most pressing challenges, including: • Retaining your existing customer base while attracting new ones in an increasingly competitive market • Measuring the levels of customer engagement and loyalty and taking them to new heights • Delivering your brand image through your customer service strategy and practices • Empowering employees from top management to the front line to deliver customer service that transcends expectations and drives retention • Exploring new and innovative customer platforms ensuring you deliver customer service that goes beyond expectations Customer Service Excellence will provide a platform for customer service experts from across various industries to share customer service best practices and discuss innovative ideas that have revolutionised their business performance, including: • Mobily • Xerox Emirates• Saudi Investment Bank • Al Rajhi Bank • Saudi Electricity Company • HSBC Amanah Customer Service Excellence is dedicated to exploring and developing strategic and practical customer service solutions that can revolutionise your business by delivering an outstanding customer experience. I look forward to meeting you at the Customer Service Excellence in Riyadh this May. Kind Regards, P.S Special early bird discounts apply, Register now and save up to US$ 590! P.P.S Extend your learning experience with practical Master Classes. Genelee Mazarello Director Customer Service Excellence

See page 5 for more details

Every company’s greatest assets are its customers, because without customers there is no company. Michael LeBoeuf, Author of: How to Win Customers and Keep Them for Life

Meet Your Keynote Speakers Opening Keynote Address by Don Hales, Managing Director, World of Customer Service, UK

Guru Opening Keynote by Andrew McMillan, Former Customer Service Manager, John Lewis Partnership, UK The customer experience you deliver is a major point of differentiation in a crowded marketplace. In his keynote address Andrew will show you how your organisation can capitalise on its customer experience. More about ANDREW MCMILLAN • Andrew began his career as a management trainee at the John Lewis Partnership • He eventually went on to head customer service for JLP’s Department Store division, leading 20,000 customer-facing employees in 26 outlets across the UK • This new role saw him develop JLP’s market leading customer driven culture that has become synonymous with the John Lewis brand • During his tenure, John Lewis won awards from Which?, Verdict and Retail Week, in addition to being frequently cited as a customer oriented organisation by the media • He has also worked with organisations such as Nokia, Mercedes Benz Retail, Virgin Atlantic and Bausch & Lomb enabling them to deliver a distinct and differentiated customer experience

In the opening keynote address, Don Hales will speak about engaging the entire organisation, from top management to the frontline in delivering outstanding customer service – an engaged employee delivers customer service that engages customers. More about DON HALES • Don is the founder of United Kingdom National Customer Service Awards establishing them in 1999 and is currently the Director of Judges • He founded the Customer Service Training Association and currently chairs the association • He has addressed audiences across 19 countries and has contributed to hundreds of articles and dozens of publications • A published author, his widely acclaimed first book detailing award winning customer service, WOW! That’s What I Call Service was released in 2007 • He has co-authored a leading research document Behavioural Competency Framework For Customer Service Directors in association with Glowinkowski International

www.iirme.com/customerserviceksa

+971 4 335 2437

+971 4 335 2438

13:30 Networking Lunch

08:15 Registration And Morning Coffee 08:45 Opening Remarks From The Chair

Guru Opening Keynote

08:50 Guru Opening Keynote:From Customer Service To Customer Experience: Developing A Distinct And Differentiated Customer Experience Delivered Through Employees To Define The Brand • Why it is increasingly important in a global economy to have a relationship with your customers that goes beyond just the transactional, no matter how efficient you may be • Creating a defined and consistent personality within your business to create long term loyalty and advocacy from your customers which, in turn, make your business less susceptible to future economic challenges • Engaging your employees to give memorable service every time • Establishing the leadership qualities that make a defined customer experience sustainable Andrew McMillan, Former Customer Service Manager, John Lewis Partnership, Principal Consultant, Charteris, UK 10:00 Complaints Resolution - Real Life Challenges And Wins We Have • Understanding the root cause of various commonly reported complaints • Overcoming the challenges of complaint resolution: real life examples • Exceeding customer expectations: assessing and implementing different resolutions • Following through with complaint resolution to ensure customer satisfaction Nii Quaye, Group Head – Quality Assurance & Service, The Saudi Investment Bank, KSA 10:45 Customer Delight, Customer Experience & Customer Satisfaction: How do you optimize delivery to achieve what’s best for the business • Customer Experience Management is a sustainable business value proposition • Customer Satisfaction is moments of truth, helps the transaction yet may or may not add to brand value • Customer Delight, we all want but then at what cost? • How to find which KPI to measure for the current state of your business Anil Modi, President and Global Head Marketing & Strategy, CCC(Contact Centre Company), KSA 11:30 Networking And Refreshment Break 12:00 Why Customer Feedback Is Essential To Customer Retention And Growth • Understanding the types of customers • When should you request customer feedback? • Methods of collecting feedback • Can you afford to do without customer feedback? Belal El-Bana, Director of Customer Services, Xerox Emirates, UAE

14:30 Customer Service In The New Digital Era: Exploring New Platforms • Evaluating digital customer service platforms: the pros and cons • Overcoming the challenges of utilising digital customer service platforms • Optimising customer satisfaction and retention: Adapting digital platforms to your existing customer service strategy and practices Abbass Safadieh, General Manager, Souq.com, KSA 15:15 Panel Discussion: Assessing The Impact Of Social Media In Increasing The Accessibility Of Customer Service To The Customers • Evaluating social media as a tool to provide targeted and personalised customer service while incurring minimal costs • Identifying the benefits and challenges of social media as a customer service tool • Exploring ways to overcome challenges while maximising the benefits Panel Discussion

Day 1 • Sunday, 22 May, 2011

16:00 Building A Customer Service Strategy That Targets Customer Satisfaction By Aligning Your Customer Value Proposition With Customer Expectations • Obtaining an in depth understanding of customer expectations and demands and the underlying motivations that drive them through the application of comprehensive and reliable data collection • Assessing your current customer service practices and evaluating the degree and areas in which they meet customer expectations and the areas where they don’t • Restructuring current customer service practices and strategy to ensure close alignment with customer expectations and demands • Revaluating your customer service strategy and practices at regular intervals to ensure they are in line with changing customer demands and expectations Ahmed El Banna, Contact Centre Manager, Etihad Atheeb Telecom Company, KSA 16:45 Networking And Refreshment Break 17:00 Empowering Your Business With Virtual Customer Relationship Management • Understanding how virtual Customer Relationship Management can benefit your business • Assessing tools that will enable you to empower your business through virtual Customer Relationship Management • Implementing virtual Customer Relationship Management tools and practices to empower your business Hani Ahmed Masgidi, Head Of CRM, AW Rostamani-Group, UAE 17:45 Closing Remarks From The Chair 18:00 End Of Day 1

12:45 Servicing Emotions : Improving Profitability And Growth By Appealing To Your Customers Emotions • Leading sustainable growth by moving customers to being passionate fans • Building a collaborative ecosystem around the brand promise • Nurturing a culture that comes alive in every brand interaction Sivakumar Thangaratnavelu, Global Head of Customer Experience, HSBC Amanah, UAE

To Sponsor, Contact: Mark Butler at + 971 4 407 2516 or sponsorship@iirme.com 3

www.iirme.com/customerserviceksa

+971 4 335 2437

+971 4 335 2438

MUST ATTEND! Make the most of your experience at Customer Service Excellence: Register for the Master Classes

See page 5 for more details!

08:15 Registration And Morning Coffee 08:45 Opening Remarks From The Chair

Opening Keynote

08:50 Opening Keynote: It Starts At The Top - The Indisputable Case For Great Service Leadership • The correlation between leadership and great service • What are the behavioural characteristics associated with high performance delivery in the role of Customer Service Director and other similar roles • Creating the organisational climate to produce sustainable and consistent high level service • The correlation between staff engagement and great service Don Hales, Managing Director, World Of Customer Service, UK 09:35 Using Touch Points For Building Your Customer Experience Foundation • Understanding how customer experience touch points can capitalise your customer experience • Assessing various customer experience touch points • Building a customer experience foundation based on customer experience touch points Hany Mokhtar, Head Of Customer Experience & Value Propositions, Business Marketing, Mobily, KSA 10:20 Structured Networking Session 10:40 Refreshment Break 11:00 From Customer Satisfaction To Customer Experience: Al Rajhi Bank’s Practical Approach To Becoming A Leader Of Customer Experience In KSA • Driving the organisation’s focus on Product and People towards exceptional customer experience management • Understanding the various activities being undertaken to ensure the delivery of exceptional customer experience management • Implementing these activities and overcoming the associated challenges • Evaluating the successes of Al Rajhi Bank’s practical approach Eddie O’Reilly, GM-Customer Service, Al Rajhi Bank, KSA 11:45 Customer Loyalty- Commitment To Make Every Customer Experience Outstanding • Uncovering the factors that influence and develop customer loyalty • Incorporating the factors which influence customer loyalty into your customer service practices and customer interactions • Developing and delivering outstanding customer service that exceeds customer expectations to ensure increased and continued loyalty Syed Iftiqar, Regional Manager Customer Service & Quality & Process Improvement, FedEx, UAE

13:45 Panel Discussion: Front Line Customer Service – A Major Factor In Influencing Transactions • Measuring the degree to which front line customer service influences sales • Tactics and strategies to improve front line customer service that drives sales • Frontline customer service a lucrative investment? Panel Discussion

Day 2 • Monday, 23 May, 2011

14:30 Customer Service At Your Door Step: Developing Innovative Customer Touch Points That Are Easily Accessible And Available To Your Customers • Segmenting your customers based on location, income, literacy levels , tech savvy, internet and accessibility • Developing customer touch points that specifically target each segment and are easily accessible by them • Establishing a system of continuous feedback and improvement to ensure that customer touch points remain accessible and beneficial to the customer Ahmed Abdou, Head Of Contact Centre & Cross Sell, Abu Dhabi Commercial Bank, UAE 15:15 Afternoon Networking And Refreshment Break 16:00 Customer Service Is All About People! Yours Especially • Developing your people as customer service champions • Identifying and nurturing talent within your organisation • Coaching your top talent to drive service excellence Mohammed Farid, Regional Manager-Middle East, SHL Group, UAE 16:45 Call Centres: Uncovering The Integral Role Of Call Centres In Delivering Exceptional Customer Service • Understanding the role of call centres in monitoring and controlling service quality • Call Centres: an active partner in building levels of customer satisfaction • Positioning call centre agents as active partners in ensuring quality assurance and brilliant customer service • Analysing the link between agent satisfaction and an effective FCR process Ali Nahari, Call Centre Manager, Saudi Electricity Company, KSA 17:00 Closing Remarks From The Chair 17:15 End of Customer Service Excellence

In the end, the customer doesn’t know, or care, if you are small or large as an organisation. She or he only focuses on the garment hanging on the rail in the store Giorgio Armani, Designer

12:30 Networking Lunch 13:30 Effective Performance Management With WFO Nael Halawa, Customer Care Solutions Director, Globitel, KSA

To Sponsor, Contact: Mark Butler at + 971 4 407 2516 or sponsorship@iirme.com 4

www.iirme.com/customerserviceksa

+971 4 335 2437

+971 4 335 2438

TIME CRITICAL MASTER CLASSES Master Class A

Leadership For Great

Saturday, 21 May, 2011 Customer Experience: Shaping An Organisation’s Cultural Values To Deliver A Defined And Consistent Customer

Andrew McMillan, Former Customer Service Manager, John Lewis Partnership, UK Introduction This workshop supports delegates in assessing the cultural values of their organisations and how they can be shaped and lead to deliver a defined and consistent customer experience. Highlights • Identifying the elements of business that go to make up the customer experience • Engaging employees to deliver a consistent experience • Sustainability – how to ensure the defined experience is repeated for every customer, every day

• Employee engagement • Training for customer experience – benefits and pitfalls • The need for trust within employee relationships • Measuring employee engagement • Managing tasks, leading for sustainability • Measuring success At the end of the Master Class you will be able to: • Identify the requirements within your own organisation to lead employees to deliver a great customer experience • Create a strategy to deliver a consistently great customer experience within your own organisation • Demonstrate success through measurement

Agenda • What is customer experience? • What are the business benefits to providing an excellent customer experience?

Workshop Registration begins at 08:30 with the workshop commencing at 09:30 and concluding at 16:00. There will be two breaks for refreshment and break for lunch.

Master Class B

Tuesday, 24 May, 2011 Employee Engagement: Leadership Skills Building And Sustaining A Workforce Engaged And Committed To Delivering A Consistently Exceptional Customer Experience Don Hales, Managing Director, World Of Customer Service, UK

Introduction Employees that are engaged in their role are in a better position to develop and maintain relationships with your customers. It is this relationship that will improve your conversion, loyalty and retention metrics. This workshop focuses on strategies that will help organisations leverage employee engagement to build and extend customer loyalty. Highlights • Sustaining employee commitment and building buy-in to their service experience goals to outperform competitors • Helping employees gain clarity through consistent communication about service experience goals • Enabling staff to appreciate that their customers are different they are all VIPs - Very Individual People • Managing customer differences in every interaction Agenda • Enhancing how you can increase the extent to which your employees are engaged with your organisations’ service experience goals

• Enhancing your awareness of the importance of behaviours in building engagement • Raising your leadership game to build and sustain an organisational climate focused upon delivering brilliant customer service that generates improved sales and increased profitability • Improving the reliability of staff recruitment and retention practices At the end of the Master Class you will be able to: • Develop employees who are more productive, more resilient and more resourceful • Build a work environment that encourages and supports employee creativity, innovation and problem solving • Improve your organisations sales and raise profitability by raising your leadership game • Increase the reliability of staff recruitment and retention practices • Understand your target audience, their differences and their needs and decide which of these needs to answer and what medium is best to achieve this objective

Sponsorship Opportunities Available! As the largest economy in the Arab World, The Kingdom of Saudi Arabia has vast potential for long term growth and development .Participating as a sponsor at Customer Service Excellence in Riyadh will give you an opportunity to tap into this lucrative market. Our sponsorship packages are designed to give your brand targeted exposure and increase your client base with networking opportunities, including: 5

www.iirme.com/customerserviceksa

• Pre-arranged one to one meetings with decision makers • Opportunity to present a paper to our audience • Unique product demonstration area • Increase your brand awareness through our above and below the line marketing campaign Please call Mark Butler on +971 (0)4 4072516 or email him at sponsorship@iirme.com

+971 4 335 2437

+971 4 335 2438

Gold Sponsor

Sponsor

The Contact Center Company (CCC) is the joint-

Globitel offers a comprehensive and versatile range

venture entity between Aegis, a world-leading

of customer care solutions that are ideal for the

outsourcing services company, backed by the $15

tailored needs of all Call Centers. It caters to over

billion business conglomerate, Essar Group, and STC,

35 countries in the Middle East, Africa and Eastern

the 10th largest telecom company in the world,

Europe, providing its client base with 15 years of

serving over 100 million customers in 10 different

knowledge and expertise.

markets . CCC leverages domain experience of Aegis with strong local brand of STC, to offer

Globitel offers a rich lineup of solutions that allow

BPO and Contact center services to Arab World.

Call Centers to effectively gear the latest telecom

CCC is currently 500 people strong operating from

technologies in order to maximize productivity, gain

two centers in Riyadh and Jeddah, expecting to

a better insight of Call Center operations and boost

touch 5,000 people in 4 location in 2012. It aims to

customer satisfaction through achieving challenging

be largest customers experience management

Service Levels. Products include Speechlog â&#x20AC;&#x153;Quality

company with specific solutions for BFSI, Telecom,

Monitoring Systemâ&#x20AC;?, Workforce Management

Healthcare, Travel & Hospitality, Consumer Goods,

Platform and Performance Management Platform.

Retail and Technology. For more details, please visit: www.contactcentercompany.com.sa

For more information about Globitel, please visit our website: www.globitel.com.

To Sponsor, Contact: Mark Butler at + 971 4 407 2516 or sponsorship@iirme.com 6

www.iirme.com/customerserviceksa

+971 4 335 2437

+971 4 335 2438

22 – 23 May 2011 • Riyadh Marriott Hotel, Riyadh, Saudi Arabia

FIVE WAYS TO REGISTER IIR Holdings Ltd. P.O Box 21743 Dubai, UAE

971-4-3352437 971-4-3352438 register@iirme.com

GCS/IIR Holdings Ltd. P.O Box 13977 Muharraq Kingdom of Bahrain

www.iirme.com/customerserviceksa

AK0330

Programme At A Glance Customer Service Excellence

21.05.11

2 Day Event Master Class A

22.05.11

23.05.11



24.05.11



Master Class B



CALL

SAVE

15% 20% 4 – 5 participants

Please (insert tick) the session/s you wish to attend:

971-4-3352483 a.watts@iirme.com

FOR MORE INFORMATION

6 – 7 participants

All registrations are subject to our terms and conditions which are available at www.iirme.com/terms. Please read them as they include important information. By submitting your registration you agree to be bound by the terms and conditions in full.

No. Of days

Event

Price Before 6 April 2011

Price Before 20 April 2011

 4

Entire Event (4 days)

US$ 3,399 Save US$ 590

US$ 3,599 Save US$ 390

Payments

 3

2 Day Event + 1 Master class

US$ 2,695 Save US$ 399

US$ 2,895 Save US$ 199

 2

2 Day Event

US$ 1,999 Save US$ 200

US$ 2,199

 2

2 Master Classes

US$ 1,395 Save US$ 395

US$ 1,595 Save US$ 195

 1

1 Master Class A  or B 

US$ 795 Save US$ 100

US$ 895

A confirmation letter and invoice will be sent upon receipt of your registration. Please note that full payment must be received prior to the event. Only those delegates whose fees have been paid in full will be admitted to the event. You can pay by company cheques or bankers draft in Dirhams or US$. Please note that all US$ cheques and drafts should be drawn on a New York bank and an extra amount of US$ 6 per payment should be added to cover bank clearing charges. In any event payment must be received not later than 48 hours before the Event. Entry to the Event may be refused if payment in full is not received.

Please  the workshops that you wish to attend:  Master Class or  Master Class B

DELEGATE DETAILS

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Avoid Visa Delays - Book Now Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas for non-GCC nationals may take several weeks to process. All registration are subject to acceptance by IIR which will be confirmed to you in writing. Due to unforeseen circumstances, the programme may change and IIR reserves the right to alter the venue and/or speakers.

Event Venue: Where: Riyadh Marriott Hotel, Riyadh, Saudi Arabia Tel: +9661 477 9300 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

SM21 CUSTOMER SERVICE

COMPANY DETAILS

If you are unable to attend, a substitute delegate will be welcome in your place. Registrations cancelled more than 7 days before the Event are subject to a $200 administration charge. Registration fees for registrations cancelled 7 days of less before the Event must be paid in full. Substitutions are welcome at any time.