Zain group reaffirms commitment to customer experience

Representatives from different operations gather to share best practices.
Customer experience management remains one of Zain group’s strategic pillars.
Customer experience management remains one of Zain group’s strategic pillars.


Zain Group has announced the successful conclusion of its customer engagement forum 2016, a three-day event held in Kuwait 4-6 April. The forum focused on areas of customer experience management and topics of discussion included customer centricity and complaint management; channel economics; change and knowledge management; social care as well as a dedicated session and focus on Zain’s brand and digital online future strategic direction.

Key presentations were made by global and regional technology providers specialised in the customer management arena showcasing the latest solutions available, namely Cybermak, Matrixx, Qelp, ResponseTek and Sestek. In addition, innovative end-to-end mobility digital services provider FOO Solutions, the entity that Zain recently acquired a strategic stake in, showcased how mobile apps can be at the center of customer services.

Zain group CEO, Scott Gegenheimer said: “In today’s competitive telecom landscape, customer experience management is as important to the sustainable success of a telco as technical innovation and investment. At Zain, we take this area of our business very seriously and are developing it as one of our key differentiators. As a group of operations we benefit from differing experiences in our respective markets, and it is important to be able to gather regularly and share knowledge and insights in settings such as the Customer Engagement Forum.”

Last year the group and its country operations introduced a series of analytical tools and activities aimed at heightening customer satisfaction levels, the results of which are proving positive. Moreover, Zain holds regular customer week exercises across all Zain group markets.

Across its markets, each quarter approximately 150-200 members of Zain group’s management participate in customer day (voice of the customer) activities whereby the company conducts customer-related activities that take place in each of its markets, where management teams participate in customer-related activities. At the end of each session, management teams meet to discuss their observations and a list of actions are created to determine what needs to improve.

Zain has also implemented an internal customer survey feedback platform, which continues to be rolled out across markets, providing deep insights on customers’ key interactions. The real-time tool has now launched in five markets, with the remaining markets due to go live this year. Additionally, members of the customer care and customer experience community across Zain group participate in the global CEM accreditation training as part of bi-annual forums undertaken by the company.

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