Hottest information about 6th Annual CEM and Customer Loyalty MENA Summit

17 July


SVP and Head of Corporate Marketing
Sherin Yassin is the SVP, Head of Marketing at Majid Al Futtaim. In her current role, Sherin is responsible for the development and implementation of growth strategies that strengthen the Majid Al Futtaim brand awareness, value and equity. Sherin is leading a cross-functional team that focuses on an end-to-end transformation journey across Majid Al Futtaim businesses in the areas of Loyalty, corporate marketing, Digital, Campaigns and Customer intelligence.Sherin brings 23 years wealth of Marketing experience, managing a number of global brands across many industries and geographies including; PepsiCo Foods and Beverages in MEA and North America, Vodafone Telecom, Arthur Andresen Consultancy. Prior to her role at Majid Al Futtaim, Sherin held the position of Senior Director of Marketing for Global brands at PepsiCo Foods Canada; where she led the growth strategy for PepsiCo’s global snacks businesses including Lay’s, Doritos, Ruffles and Tostitos.  Sherin holds an MBA and a Bachelor of Arts Degree from The American University in Cairo, Egypt. Sherin enjoys mentoring Marketing fresh graduates and undergraduates, travelling to learn more about new and diverse cultures and supporting her two boys in their competitive basketball career aspiration.

Does Your Company Have What It Takes to Offer the Best CX and Keep Your Customers Loyal?

How is the market changing from year to year when it comes to customers? What are the biggest challenges industries need to deal with?

Online shopping continues to increase

Today, customers have more choices: more products to buy, more information to influence purchasing decisions, and more devices and channels over which to seek customer service. What they don’t have is more time. Customers are increasingly valuing their time and see that the most important thing a company can do is to provide them with good online customer experience.

Challenge – ensure that your online experience exceeds your offline one, make it easy for consumers to get what they want and recommend relevant solutions – know your customers through data. Companies need to invest in data strategy and build a solid one since this is how they can get to the consumer heart!

The need for personalisation continues
Consumers are unwilling to accept mass when they can have something tailored just for them and companies are picking up on this! DTC trend is increasing with much more personalised offerings and better solutions due to customers willing to share their data, their preferences, their needs for someone to listen and give them exactly what they want whether it’s offer, product or solution.

Challenge – companies look at personalisation as expensive vs. mass solution. The key is innovation and how do you develop solutions that have personalisation at the heart of it to drive engagement and also affinity to your products and then you will gain market share and also revenue. Test and fail – but do it quickly, embrace a strong innovation culture to help you develop products and services that offer personalised services that make you understand more your customer and therefore continue to be innovative.

Experiences vs. brands
Consumers are more and more wanting experiences that are memorable and willing to pay for them and looking for brands that enhance their experience vs. offer them and sell them products. At Apple they don’t sell us a phone, they sell us an experience-based solution that comes with a phone. Consumers want to enhance their everyday value and especially the experiential value! Brands that get this faster than others dominate the market and have brand loyalty.

Challenge – invest in your CX agenda and don’t make it about the numbers but rather about the culture, ensure you move from making CX a function to making it embedded in your everyday thinking and every function should be CX focused in the job of everyone vs. one team! Make it a movement and transformational agenda for your business.

How to successfully prevent customer churn? Is there an easy way?

To start churn prevention is not easy but totally doable! The key is to understand customer sentiment and why they would ever leave you. Studies show that more than 60% of customers leave because they think a company doesn’t care. So ensure you connect with them, engage with them – the better engagement, the higher retention.

I don’t want to state the obvious but many standard tactics work and any company should ensure they adopt them:

  • Another way to prevent churn is to actively engage your customers with your product. Provide versatile content about the key functional benefits of your service and offer regular news updates & great engaging newsletter (involve them)
  • The best way to avoid churn is to prevent it from happening in the first place so use RFM models to help segment your base and understand who is in high risk and why
  • Define your most valuable customers and ensure they get special service since they are the top tier of your business so what additional you are providing to them
  • Offer incentives, such as discounts and special offers, to those customers who were identified as likely to defect but the trick is everyone offers discounts – but how do you use your data analytics to offer them meaningful offers and incentives that make them stay! This is how you ensure you are different
  • Complaints are like tips of the icebergs so analyse your data and continuously understand what issues come up and from who, to understand customer profiles personas and what bothers them!
  • Ensure you have best teams managing your churn customers
  • Competitive advantages are like honey that glues your customers to you. Analyse what it is that you do better or what makes you unique. Now think – do your customers know about it?
  • Finally, one proven method is subscription model and mainly longer term ones. Those requiring a lot of thinking by the customer but once they do it, they tend to stay with it – so experiment with it and what is appealing to ensure you get the stickiness.

How do you imagine a successful loyalty program for your customers? What are the main attributes of a good loyalty program?

  • I don’t need to imagine the program, we have a great group-wide program at MAF and the reason behind why I think it will be great is because we should always start with the customer so my formula for success would be:
  • Ensure that you co-created the program by listening to what customers want & let them shape it with you
  • Ensure it is simple because the simpler it is, the better usage you will get
  • Ensure you have truly competitive advantages – not many but even few, but they should be meaningful and relevant to your customers since differentiation is the key
  • Ensure freshness of the program doesn’t have all your ideas on the table from day one, build on it and expand it as you even learn what customers like and love
  • Be ok to fail – test and try new things and if they don’t stick, change them but ensure you offer variety and learn from how consumers engage and adopt and use them
  • Ensure your CX strategy is fully linked to your loyalty strategy, continuous improvement and mapping of pain points and finding innovative solutions
  • Measure, measure and measure success and monitor performance to ensure you can course correct as needed
  • I always say the world doesn’t need another loyalty card, customers need experiences and brands that make their everyday life better and easier through their experience

17 July


Head of Integrated Customer Engagement – META Region


How is the market changing from year to year when it comes to customers? What are the biggest challenges industries need to deal with?

Our customer landscape is changing dramatically. In our industry (pharma) we are seeing 3 major components: a) Access restrictions, b) Big shift on engagement preferences, c) Increasing number of digital-native customers.

At the same time we can see how customers are spending more and more time utilising technology for work-related purposes and pharma is not yet taking a full advantage of this situation. Our biggest challenges is answering the following question: How do we engage with our customers by leveraging new platforms/channels, while staying relevant and compliant in order to tailor our marketing journeys based on the customer needs and preferences.

How to successfully prevent customer churn? Is there an easy way?

There are no easy ways to prevent this. The first thing that comes to my mind in order to prevent this is ‘Empathy.’ We, as companies, really need to put ourselves in the shoes of our customers and ask ourselves ‘How would I feel if…’
Another critical aspect is to listen to our customers. There is a number of ways we can do this – actively or passively, e.g. Big Data, analytics and insights is gaining lots of traction.
Companies need to move away from being brand focused to really become a customer-oriented organisation.

How do you imagine a successful customer engagement? What are the main attributes your company should focus on when engaging the customers?

Having the right content, for the right customer, utilising the right channel(s) and available data in order to provide a true meaningful customer experience. It is not about the product, it is now about the experience that we are able to provide that will differentiate us from our competitors.

A successful customer engagement in Pharma should always take into account:

a. The Voice of the Customer
b. The Voice of the Business
c. The Voice of the Employees

09 July


AVP Customer Experience and Design
Guilherme is a User Experience Designer with more than 12 years in the IT field. He started working with UX back in Brazil, at HP, when he was part of the R&D team for Walmart digital products. In 2012, he moved to UAE and since then he has participated on relevant projects, such as the 2nd generation of SmartGates for Dubai airports as well as the Digital transformation for Etisalat, which gave Etisalat the valuable brand in 2017. Today, he focuses his time on Customer Experience and Service Design activities for payit, the first UAE’s fully feature digital wallet powered by First Abu Dhabi Bank


How is the market changing from year to year when it comes to customers? What are the biggest challenges industries need to deal with?

I’d say that customers are not changing much. They are still people! Now, let’s look into behaviour and environment. What have actually changed around us? We have to be careful when we are walking in the mall as someone can just bump on you because he or she is messaging other one via WhatsApp etc. So, that has drastically changed the entire industry, top to bottom. Is there a problem? Something is not working, or your customer is not really aware of a service or product that you offer? They want to get in touch with you asap, regardless of the channel (Facebook, WhatsApp, SMS, visit a physical store, you name it).

In my opinion, this is the biggest challenge. Be meaningful and available when customers want you to be available for them, at their preferred channel to communicate. Bots can’t do it yet. Humans can’t do it yet. But both together can work towards a solution for that.

How to successfully create the ultimate customer experience? Is there an easy way?

There is never an easy way to the excellence. Firstly, listen to your customer. Run surveys and map your customer journey. Map it and make the customer journey visible to your colleagues, so that they can help and ideate as well. Secondly, list down what are the internal challenges the company faces. Service design blueprint may help here. Having this in place, business teams as well as CX teams will have the tools in place to identify what’s needed to excel in CX and provide customers with the product or service that is useful and meaningful for them.

How do you imagine a successful strategy for your business? What are the main attributes to focus on?

A successful strategy is the one that puts people at the centre of the business. The one that gives the opportunity for employees to speak. The one that listens to customer and reacts as fast as possible upon their feedback. And to orchestrate all this, an agile environment that allows employees to fail fast, learn and try again.

04 July


GM – Customer Satisfaction
An experienced professional in customer satisfaction, started career as technical support engineer, held responsibilities on improving consumer and professional customer experience. Experienced in multiple technology industries ranging from electronics, broadcast and medical. Accumulative experience of more than 22 years in multinational technology organisations covering Middle East and Africa region provided know-how on handling multiple customer profiles.


How is the market changing from year to year when it comes to customers? What are the biggest challenges industries need to deal with?

Customers’ awareness on their desired products keeps increasing with time due to widely available internet resources. Product reviews, 360 degree, personal demonstrations and experiences rendered customer completely aware of all competing products. On the hand, product lifetime is reducing rapidly causing customers to be either confused on the technology/product to choose or postponing their purchase decisions waiting for upgraded features. Market instability and lack of sustainability are noticeable outcome of this phenomenon. Random market behaviour was observed in various industries in the last 10 years.

Industries need to visualise systems and solutions that remain in use for long period.

Probably, companies could agree on formats, standards and protocols. That could reduce market randomness and customer scattered attention.

How to successfully prevent customer churn? Is there an easy way?

Interactive learning and activities proved to be vital in displaying product/technology advantages. Customer is continuously updated on possible applications and hence results in increased dependence.

In other technologies, customers would get advantages or upgrades on accumulated usages.

How do you imagine a successful loyalty program for your customers? What are the main attributes of a good loyalty program?

Loyalty programs are essential to increase customer retention.

Loyalty programs would consider the following factors:

  • Reasonable cost impact on the manufacturer not to collapse rapidly
  • High frequency of interactivity/application
  • A clear identifiable advantage for the customer
  • Dual exchange of knowledge. Customer expectations and feedback is extremely important


At Allan Lloyds, we understand the value of learning in groups.

Companies are therefore encouraged to avail of the below discounts:

3 or more delegates
5 or more delegates
7 or more delegates