Navigating the Journey to Exceptional Customer Experience

Explore the crucial elements of customer experience excellence as discussed by industry leaders who shared their insights at the recent CX NXT Summit in the UAE.

Reading Time: 5 mins 


  • The bedrock of success lies in creating a customer experience (CX) that not only satisfies but delights. Crafting a seamless and impactful system involves addressing various elements that collectively form the foundation of a customer-centric enterprise. 

    Martechvibe delves into significant CX milestones that help reach the ultimate business goal. Industry leaders that participated as speakers at the CX NXT Summit in UAE provided valuable insights about navigating through the challenges and triumphs of delivering unparalleled customer satisfaction and as a result, increasing ROI.

    Setting CX vision and strategy:

    Without a clear vision and strategy, it’s challenging to align your team and resources toward a common goal. Define your brand’s promise and values to guide all customer interactions.

    Adrian Swinscoe, world-renowned CX authority

    When you ask brands what their experience vision and strategy is, most people would literally list out random buzzwords such as omnichannel, digital, seamless, and AI-enabled experience. But the challenge is that if most people say that customer experience is the game and it’s the competitive differentiator, but everybody’s got the same vision, then how can people be different?

    Questions to ask:

    • What is your CX vision and strategy? 
    • Does your vision describe where you are and where you want to be?
    • Does it take into account the different perspectives: customer, employee, business?
    • What can you do in order to support the achievement?
    • How does it support the achievement of your business objectives?

    Consistent CX across touchpoints:

    Ensuring a seamless and consistent experience across all customer touchpoints is crucial. Customers should have a uniform and positive experience whether they interact with your brand through social media, website, customer support, or in-person interactions.

    Nuran Mekky, Group Head of CVM Operations and Customer Experience at Gargash Group

    When striving to create a seamless and consistent customer experience, I always consider technology tools as the final piece of the puzzle. Even the most advanced and feature-rich tool will fail to deliver the desired results if it is not effectively utilised. 

    This involves actively engaging and training individuals, promoting communication and support, and assessing how the tool fits into your overall business strategy and technological infrastructure. It is important to map the customer journey, starting from their initial engagement with the brand and continuing as they become existing customers that require nurturing and the best possible experience to ensure retention and a low churn rate.

    Metrics to measure customer service success:

    Establishing key performance indicators (KPIs) and metrics helps you quantitatively assess the effectiveness of your customer service efforts. Metrics could include customer satisfaction scores, Net Promoter Score (NPS), response times, and resolution rates.

    Tamer Elsabrouti, Regional Director of Contact Centres - OSN

    I firmly believe that the most effective way to gauge customer satisfaction is by considering First Call Resolution (FCR) and Customer Satisfaction (CSAT). FCR not only signifies the successful resolution of an issue on the initial contact but also offers valuable insights into why customers are reaching out and how frequently they encounter similar concerns.

    This information is instrumental in issue identification and mitigation, or ideally, elimination.

    Furthermore, other critical metrics, including Customer Effort Score (CES), Customer Churn Rate, Average Handling Time (AHT), and Service Level Agreement (SLA) Adherence, play significant roles in assessing customer service effectiveness. 

    Through consistent monitoring and analysis of these metrics, businesses can continually enhance their customer service initiatives, resulting in improved overall customer satisfaction and retention.

    Predictive modelling techniques to anticipate customer needs:

    Predictive modelling allows you to proactively address customer needs before they arise. By analysing past behaviour and data, you can make personalised recommendations, anticipate issues, and enhance the overall customer experience.

    Predictive modelling allows you to proactively address customer needs before they arise. By analysing past behaviour and data, you can make personalised recommendations, anticipate issues, and enhance the overall customer experience.

    Rahul Otawat, Vice President, Strategy, Analytics & Data Science - Wealth, Neobiz & Business Banking - Mashreq Bank
    • Classification – This has a wide range of applications from propensity modelling to customer churn prediction.
    • Clustering/ Segmentation – This technique can be used to segment customers into groups based on similar behaviour for targeted marketing.
    • Forecasting – This technique can be used to predict customer’s future profitability, expected revenue, etc.

    Time series – This technique will help us predict time sensitive data such as expected transaction volumes during a festival season, etc. 

    Maintaining loyalty:

    Customer loyalty is a result of consistently meeting and exceeding customer expectations. Loyalty programs, personalised communication, and ongoing relationship-building efforts contribute to customer retention and advocacy.

    Mahek Punjabi, Marketing Director at InstaShop

    Maintaining brand loyalty and a unique identity is crucial for sustained success, particularly with the growth of online marketplaces and third-party delivery services. At InstaShop, we pride ourselves on being market leaders in the delivery of grocery essentials, achieving the highest retention rate in our sector.

    Our approach involves active listening to user feedback, continuous evolution of our app and offerings, and strategic partnerships that align with our user demographic and core values. Our success is also attributed to our exceptional customer service, seamless user experience, and innovative features like product substitution options, all while adhering to promised delivery times. 

    Biggest challenge to attain ultimate CX:

    Understanding and addressing the biggest challenges in achieving the ultimate customer experience should be an ongoing effort. This might involve overcoming internal barriers, adapting to evolving customer expectations, and staying ahead of technological advancements.

    Dennis Wakabayashi, Global Voice of CX

    The most significant roadblock is often internal: Organisational silos that impede a unified customer experience. Tackling this challenge requires an integrated strategy that harmonises all customer touchpoints and gathers real-time feedback for immediate action.

    Long-term metrics, such as Customer Lifetime Value, should be prioritised to measure the effectiveness of these strategies. Advanced CRM systems, analytics dashboards, and Customer Experience Management platforms are critical tools for navigating these complex waters successfully.

    The root causes can vary but often include:

    • Departmental Rivalries
    • Lack of Effective Communication
    • Absence of a Unified Vision and Strategy
    • Improper Methods/Lack of Measuring Progress

    Key Performance Indicators (KPIs) could include:

    • Cross-departmental project success rates
    • Customer Satisfaction Scores (CSAT) pre and post-integration efforts
    • Employee Satisfaction Scores related to inter-departmental collaboration

    It’s essential to note that these elements are interconnected, and success in one area often influences success in others. Additionally, a continuous feedback loop and agility in adapting strategies based on customer feedback and market changes are critical for long-term success in customer experience.


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