Summit Day Four: Interactive Workshops, Wednesday, 3 October 2012

  • Workshop C: The importance of CRM as an essential tool to maintain relationships with customers.
  • Workshop D: Understanding the significance of staff loyalty in increasing client engagement and sales

Workshop C: The importance of CRM as an essential tool to maintain relationships with customers

Organisations need to create buy-in amongst their staff. There needs to be awareness, understanding and knowledge about CRM and what it is going to take to be successful. Organisations often do not have the time or expertise to put together pertinent and necessary information. Often there is not the in-house skill or understanding of what it takes to build great customer experiences.

This workshop lays emphasis on the “R” in CRM, where the R stands for “Relationship”. If you just need to keep contact details up to date you can use a book but if you want to build relationships and nurture leads to buying point whilst concentrating on those that are already there then this interactive workshop is for you. Using a real life example of effective CRM techniques you will participate in a process that will demonstrate how to make the most of your existing customers, win against your competitors and grow your business.

I will also be able to elaborate on merging all key areas of CRM towards relationship building with a 360-degree focus on doing so through strategy, technology, business processes, quality and service excellence bestpractice, People-focus and team building. In essence, getting the most out of CRM towards the most important aspect of Customer Relationships and Satisfaction and knowing how to target it.

Benefits of attending:

  • Merging all key areas of CRM towards relationship building
  • Gain a full 360-degree view of your customers through strategy, technology, business processes, quality and service excellence
  • Determining best-practice and people-focus to improve team morale
  • Improving customer relationships, satisfaction through the right target

Who should attend?

  • Customer Relationship Managers
  • Customer Service Managers
  • Head of Marketing
  • Quality Assurance Managers
  • Head of Research
  • Customer Service Executives

Workshop Leader:

Bassam Dourzi
360º Consult

Meet your workshop leader:

Bassam Dourzi has over 17 years experience in establishing and leading CRM and Customer Services Operations across EMEA and North America at some of the largest global organisations such as Emirates Airline, British Council, Dubai Government, Canadian Federal and Provincial Governments, Multinational Telecom and IT Service Providers such as Iridium, and a host of leading Management Consulting firms. He has also launched and managed numerous 24/7 Global Customer Contact Centres. With a strong leadership track-record in driving change and business transformation towards dynamic, enterprise-wide Customer Service Excellence.

Workshop D: Understanding the significance of staff loyalty in increasing client engagement and sales

This workshop will provide delegates with core elements to understand the importance of engaging employees. An employee engagement model will allow participants to develop work-specific strategies for implementing these employee motivation tactics with their employees. Mark will provide a detailed session on how to implement a best-in-Class Employee Loyalty Program. This will include references to Applause One of the world’s most regarded employee programs, running for 10 years and with 17 award wins from numerous national and international associations. It has helped to Propell Scotiabank to a leadership position in Customer Service.

“We know that satisfied and engaged employees increase customer satisfaction which, in turn, generates positive long-term results for stakeholders, as well as added value for the communities we serve.”
Rick Waugh, President and CEO, Scotiabank

Benefits of attending:

  • Assessing employee engagement and how it will improve your customer loyalty
  • Encouraging thinking and employee involvement to increase the percentage of satisfied customers
  • Developing employee capability and confidence to increase employee retention rate
  • Analysing employee experience research to improve your organisations performance
  • Implementing employee engagement strategy to turn customer into profitable ones and increase your loyal customers

Who should attend?

  • Head of HR
  • Head of Customer Service
  • Call Center Managers
  • Quality Assurance Managers

Meet your workshop leader:

Mark Davis
Air Miles (An Aimia Company)

As CEO of Air Miles Middle East since 2009 Mark leads the regional operation towards AIMIA’s vision to become the recognized loyalty leader, and partner of choice for local and global companies throughout the Middle East and Africa. Mark guides his leadership team and wider management team to create and implement ambitious regional 5 year strategic plans that develop business and position AIMIA’s brands and loyalty offers. Mark inspires a loyalty culture in more than 70 Air Miles staff across functions: commercial, insights, rewards, HR, marketing, the customer service centre, IT and finance departments and is responsible for overseeing the management of an operation that leverages the largest, most active consumer database in the Middle East and Africa

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