14 December 2022 Dubai, UAE:

Dubai, UAE: Al Ghurair Investment embarked on a group-wide transformation journey, launching a programme to lead customer centric transformation, innovation, and excellence. The programme, launched in partnership with ModusCX, a customer experience consultancy, builds on a 60-year legacy, reshaping customer experience (CX) and interactions across the group’s verticals. The project embeds customer centricity at the core of the organisation, establishing holistic customer experience structures and leading transformation initiatives across business units to deliver meaningful and sustainable change.

Through the CX Transformation Think Group programme, Al Ghurair Investment aims to elevate the customer experience at every point of their journey from Awareness, Evaluation, Consideration, Decision, Retention, and Advocacy. The initiative re-imagines the business through the lens of the customer, transforming their customer facing touchpoints, their service blue prints and operating models, to be fit for the future and building long-lasting brand advocacy.

Reflecting on the programme’s launch, Divya Bathija, Group Head – Enterprise Excellence, Al Ghurair Investment, said: “At Al Ghurair, transformation starts with the communities we serve: supporting them, and most importantly, enabling them. Throughout this journey, innovation remains critical to building optimised, customer-centric journeys that build relationships, embed loyalty, and create fans.”

The partnership, in pursuit of true customer centricity, saw the creation of a group wide customer experience transformation framework, with the purpose of cementing a culture of continuous customer-centric innovation across all verticals.

On sponsoring the CX Transformation Think Group initiative, Badr Al Ghurair, CEO, Cars Taxi, said: “Customers remain at the heart of our business as we continue to focus on increasing customer satisfaction levels and elevating customer experiences. We are proud of the initiative and the opportunities it provides stepping into the future.”

Over the course of six months, the scheme successfully delivered two pilot projects across Al Ghurair Properties and AG Facilities Solutions. An opportunity to explore different facets of the overall customer journey, these initiatives provided insight into the full spectrum of B2C and B2B CX activities, creating a complete CX transformation methodology and roadmap for future rollouts.

Commenting on the achieved success, Matthias Marino, CEO, ModusCX, said: “We are delighted to partner with Al Ghurair Investment on this customer experience transformation journey. The initial successes are instrumental in the road ahead, laying the foundations for future efforts.”

The team identified over 100 initiatives, of which more than half have already been implemented, building on the pilot projects’ successes, with Al Ghurair Investment continuing its customer experience transformation, guided by the voice of the customer.

ModusCX is a boutique management consultancy specialised in customer experience. They were founded by a group of consultants united by a passion for customer experience and behavioural economics as well as a never-ending drive to improve consumer experiences. The founding team works with some of the largest companies in the UAE on CX transformation programmes and developing customer strategies.

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