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Register by 6 April and save up to US$ 395!!!

17 – 18 May 2011 • Oryx Rotana Hotel Doha, Qatar

Delivering An Outstanding Customer Experience MUST ATTEND! Guru Keynote Address by Andrew McMillan former Customer Service Manager, John Lewis Partnership, UK Delivering a degree of long lasting competitive differentiation few achieve, but many aspire to. See page 2 for more details.

Enhance Your Learning Experience With These Comprehensive, Practical Master Classes

Key Topics • Assessing The Effectiveness Of Your Customer Service Initiatives: Implementing Tools To Measure ROI And Obtain Tangible Results

Pre Summit Master Class A

Monday, 16 May, 2011 Don Hales, Managing Director, World Of Customer Service, UK

• Exploring Viable And Reliable Tools To Measure The Levels Of Customer Satisfaction And Engagement

Employee Engagement Through Leadership Skills: Building And Sustaining A Workforce Engaged And Committed To Delivering A Consistently Exceptional Customer Experience

• Improving Retention: Empowering Frontline Employees To Provide Customer Service That Goes Beyond Customer Expectations

Post Summit Master Class B

• Building A Customer Centric, Service Driven Organisational Culture And Brand To Raise Levels Of Customer Satisfaction And Improve Bottom Line Results

Thursday, 19 May, 2011 Aymen Ismail, Customer Experience Transformist, DAMAN-National Health Insurance Company, UAE

Obtaining A Tangible Assessment Of Your Customer Service Initiatives: Measuring Customer Engagement And Satisfaction And Employee Performance

• Evaluating New And Innovative Customer Platforms To Raise Accessibility And Availability Of Service

See page 5 for more details

17 Leading Service Experts Including:

Don Hales Managing Director WORLD OF CUSTOMER SERVICE UK

Ian Stewart Head of Care – MEA NOKIA UAE

Dee Hutchinson Head of Contact Centre VODAFONE QATAR Qatar

Waleed Al Sayed Director Customer Service QTEL Qatar

Belal El-Bana Head Of Customer Service XEROX EMIRATES UAE

Sivakumar Thangaratnavelu Global Head of Customer Experience HSBC AMANAH UAE

Silver Sponsors

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Dear Colleague, Business in the region will be subject to an increasingly competitive market as investment increases in a bid to drive sustainable development. Qatar in particular will see a significant increase in competiton as the emirate prepares to host the 2022 FIFA World Cup. In the changing market place, customer service holds the key to leaping ahead of the competition. It is essential that your organisation is prepared to drive sustainable long term growth in a market that is more competitive than ever. As a customer service professional you need to be well versed with the latest innovations and tools that can revolutionise your customer service strategy so that it not only supports but drives growth. The first ever Customer Service Excellence Summit taking place from 16-19 May, 2011 in Doha will explore various approaches to raising the quality of customer service and overcoming its most pressing challenges, including: • Retaining your existing customer base while attracting new ones in an increasingly competitive market • Measuring the levels of customer engagement and loyalty and taking them to new heights • Delivering your brand image and personality through your customer service strategy and practices • Empowering employees from top management to the front line to deliver customer service that transcends expectations and drives retention • Exploring new and innovative customer platforms ensuring that you deliver customer service that goes beyond expectations The Customer Service Excellence Summit will provide a platform for customer service experts from across various industries to share customer service best practices and discuss innovative ideas that have revolutionised their business performance, including: • QTEL • VODAFONE QATAR • NOKIA • XEROX • FEDEX • LEO BURNETT • HSBC The Customer Service Excellence Summit is dedicated to exploring and developing strategic and practical customer service solutions that can revolutionise your business by delivering an outstanding customer experience. I look forward to meeting you at the Customer Service Excellence Summit in Doha this May. Kind Regards,

Genelee Mazarello Conference Director Customer Service Excellence Summit

P.S. Special early bird discounts apply, Register now and save up to US$ 395!! P.P.S Extend your learning experience with practical Master Classes. See page 5 for more details

Every company’s greatest assets are its customers, because without customers there is no company. Michael LeBoeuf, Author of: How to Win Customers and Keep Them for Life

Meet Your Keynote Speakers Opening Keynote Address by Don Hales, Managing Director, World of Customer Service

Andrew McMillan at the Customer Service Excellence Summit : Developing a distinct and differentiated customer experience delivered through employees to define the brand The customer experience you deliver is a major point of differentiation in a crowded marketplace. In his keynote address Andrew will show you how your organisation can capitalise on its customer experience. More about ANDREW MCMILLAN • Andrew began his career as a management trainee at the John Lewis Partnership • He eventually went on to head customer service for JLP’s Department Store division, leading 20,000 customer-facing employees in 26 outlets across the UK • This new role saw him develop JLP’s market leading customer driven culture that has become synonymous with the John Lewis brand • During his tenure, John Lewis won awards from Which?, Verdict and Retail Week, in addition to being frequently cited as a customer oriented organisation by the media • He has also worked with organisations such as Nokia, Mercedes Benz Retail, Virgin Atlantic and Bausch & Lomb enabling them to deliver a distinct and differentiated customer experience

In the opening keynote address, Don Hales will speak about engaging the entire organisation, from top management to the frontline in delivering outstanding customer service – an engaged employee delivers customer service that engages customers. More about DON HALES • Don is the founder of United Kingdom National Customer Service Awards establishing them in 1999 and is currently the Director of Judges • He founded the Customer Service Training Association and currently chairs the association • He has addressed audiences across 19 countries and has contributed to hundreds of articles and dozens of publications • A published author, his widely acclaimed first book detailing award winning customer service, WOW! That’s What I Call Service was released in 2007 • He has co-authored a leading research document Behavioural Competency Framework for Customer Service Directors in association with Glowinkowski International

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complete before attending the conference and provide each delegate with a benchmark scale to assess their own readiness for delivering excellent customer experiences. He'll also explore the critical success factors for organisations wanting to achieve customer experience excellence, with some real-life examples to show what it takes!

Summit Day 1 • Tuesday, 17 May, 2011 08:15 Registration And Morning Coffee 08:45 Opening Remarks From The Chair

CASE STUDY

09:35 Assessing The Effectiveness Of Your Customer Service Initiatives: Implementing Tools To Measure ROI And Obtain Tangible Results • Evaluating tools and systems to effectively measure the ROI of your customer service initiatives • Ensuring optimal implementation and monitoring of the process to obtain the most reliable results • Collecting the resulting data and accurately interpreting them to allow for valid observation and required action where necessary • Case study: measuring your business’s ROI on customer service initiatives Jassem Al Baloushi, Head of Retail Banking, Sharjah Islamic Bank, UAE 10:10 Why Customer Feedback Is Essential To Customer Retention And Growth • Understanding the types of customers • When should you request customer feedback? • Methods of collecting feedback • Can you afford to do without customer feedback? Belal El-Bana, Director of Customer Services, Xerox Emirates, UAE

11:25 Knowing Your Customer: Going Beyond The Demographics To Really Understand The Person Behind The Bill To Target Customer Satisfaction And Improve Retention • Assessing tools and methods to obtain reliable, unbiased and relevant insights and information on customer needs, expectations and aspirations • Tailoring customer service strategies and practices to meet customer expectations and even exceed expectations • Equipping employees with the skills and knowledge to effectively deliver service that meets customer expectations Waleed Al Sayed, Executive Director of Customer Service, Qtel, Qatar 12:10 Social Media – Can Your Brand Afford To Ignore It? • What is social media and why you should care about it • The advantages and disadvantages of social media participation • How to build a Social Media Strategy for your organisation in a few simple steps Karan Kapur, AGM & Head-Indirect Sales & Service, Burgan Bank, Kuwait

13:55 Are you ready to deliver Excellent Customer Experiences?

In this workshop Paul Scott will review results of a benchmarking exercise delegates were asked to

14:55 Servicing Emotions: Improving, Profitability And Growth By Appealing To Your Customers Emotions • Leading sustainable growth by moving customers to being passionate fans • Building a collaborative ecosystem around the brand promise • Nurturing a culture that comes alive in every brand interaction Sivakumar Thangaratnavelu, Global Head of Customer Experience, HSBC Amanah, UAE 15:40 How to Empower Your Business With Virtual Customer Relationship Management • Understanding how virtual Customer Relationship Management can benefit your business • Assessing tools that will enable you to empower your business with virtual Customer Relationship Management • Implementing tools and practices to empower your business through virtual Customer Relationship Management Hani Ahmed Masgidi, Head of CRM, AW Rostamani, UAE 16:25 Networking And Refreshment Break

10:55 Networking And Refreshment Break

12:55 Networking Lunch

14:25 Panel Discussion: Assessing The Impact Of Social Media In Increasing The Accessibility Of Customer Service To The Customers • Evaluating social media as a tool to provide targeted and personalised customer service while incurring minimal costs • Identifying the benefits and challenges of social media as a customer service tool • Exploring ways to overcome challenges while maximising the benefits PANEL DISCUSSION

KEYNOTE

08:50 Opening Keynote: It Starts At The Top - The Indisputable Case For Great Service Leadership  • The correlation between leadership and great service • The behavioural characteristics associated with high performance delivery in the role of Customer Service Director and other similar roles • Creating the organisational climate to produce sustainable and consistent, high level service • The correlation between staff engagement and great service Don Hales, Managing Director, World Of Customer Service, UK

16:40 Ensuring Customer Retention: Establishing A Complaint Management System That Effectively And Satisfactorily Resolves Customer Complaints At An Airport • Recognising and preparing for diversity in complaints reported and expected resolutions • Foreseeing potential complaints and conflicts and developing appropriate resolution • Empowering employees to effectively respond to customer complaints • Monitoring complaint management from the point of reporting to resolution and assessing areas for improvement Rimzie Ismail, Head of Customer Service, Dubai Airports, UAE 17:25 Customer Loyalty- Commitment To Make Every Customer Experience Outstanding • Uncovering the factors that influence and develop customer loyalty • Incorporating the factors which influence customer loyalty into your customer service practices and customer interactions • Developing and delivering outstanding customer service that exceeds customer expectations to ensure increased and continued loyalty Syed Iftaqar, Regional Manager Customer Services & Quality & Process Improvement, FedEx, UAE 18:10 Closing Remarks From The Chair 18:20 End Of Summit Day 1

To Sponsor Contact Mark Butler at + 971 4 407 2516 or sponsorship@iirme.com 3

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MUST ATTEND!

Make the most of your experience at the summit: Register for the Master Classes – See page 5 for more details! • Establishing a system of continuous feedback and improvement to ensure that customer touch points remain accessible and beneficial to the customer Ahmed Abdou, Head of Contact Centre & Cross Sell, Customer Experience Management, Abu Dhabi Commercial Bank, UAE

Summit Day 2 • Wednesday, 18 May, 2011

08:15 Registration And Morning Coffee

KEYNOTE

08:50 Guru Opening Keynote:From Customer Service To Customer Experience: Developing A Distinct And Differentiated Customer Experience Delivered Through Employees To Define The Brand • Why it is increasingly important in a global economy to have a relationship with your customers that goes beyond just the transactional, no matter how efficient you may be • Creating a defined and consistent personality within your business to create long term loyalty and advocacy from your customers which, in turn, make your business less susceptible to future economic challenges • Engaging your employees to give memorable service every time • Establishing the leadership qualities that make a defined customer experience sustainable Andrew McMillan, Former Customer Service Manager, John Lewis Partnership, Principal Consultant, Charteris, UK 09:50 Understanding And Overcoming The Challenges Of Providing Effective Customer Service To Culturally Diverse Customer Segments • Appreciating and understanding the intricate differences in customer expectations, aspirations and demands • Developing a flexible customer service strategy that takes intricate differences into account when providing customer service • Assessing methods for overcoming the language barrier to avoid miscommunication and improve effectiveness of your customer service delivery Dee Hutchinson, Head of Customer Services, Vodafone Qatar, Qatar 10:35 Morning Networking And Refreshment Break

CASE STUDY

11:05 Positioning Your Customers As Active Partners In The Design And Facilitation Of Your Customer Service Strategy • Anticipating and preparing for future demands and concerns: Asking your customer what they want? • Developing a customer service strategy that specifically addresses customer needs, demands and anticipated expectations to ensure that customers are more than satisfied • Establishing a feedback mechanism: incorporating customer suggestions and feedback and feeding them into your system Ian Stewart, Head of Care MEA, Nokia, UAE 11:50 Customer Service At Your Door Step: Developing Innovative Customer Touch Points That Are Easily Accessible And Available To Your Customers • Segmenting your customers based on location, income, literacy levels , tech savvy, internet and accessibility • Developing customer touch points that specifically target each segment and are easily accessible by them

12:35 Networking Lunch 13:35 Panel Discussion: Front Line Customer Service – A Major Factor In Influencing Transactions • Measuring the degree to which front line customer service influences sales • Tactics and strategies to improve front line customer service that drives sales • Frontline customer service a lucrative investment? Panel Discussion

08:45 Opening Remarks From The Chair

14:20 Customer Service In A Socially Connected World • Understanding your customers linked by the social media • Assessing the implications of customers linked by social media to your business • Utilising social media as a customer platform Rajiv Nair, Head of CRM, Leo Burnett, UAE 15:05 Afternoon Networking And Refreshment Break 15:20 Customer Feedback Management: Improving Your System To Increase Retention • Developing a customer feedback management system that ensures quick and satisfactory resolution • Empowering frontline employees with skills and knowledge to enable a quick and satisfactory resolution • Raising the quality of your complaint management system to exceed customer expectations Devika Vittal, Customer Care – Manager, UAE Exchange Centre, UAE 16:05 Ensuring Customer Retention: Establishing A Complaint Management System That Effectively And Satisfactorily Resolves Customer Complaints • Recognising and preparing for diversity in complaints reported and expected resolutions • Foreseeing potential complaints and conflicts and developing appropriate resolution • Empowering employees to effectively respond to customer complaints • Monitoring complaint management from the point of reporting to resolution and assessing areas for improvement Stanley Sunny, Manager – Customer Care, Axiom Telecom, UAE 16:50 Closing Remarks From The Chair 17:00 End of Summit

If you do build a great experience, customers tell each other about that. Word of mouth is very powerful Jeff Bezos, CEO, Amazon.com

To Sponsor Contact Mark Butler at + 971 4 407 2516 or sponsorship@iirme.com 4

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TIME CRITICAL MASTER CLASSES Pre Summit Master Class A Monday, 16 May, 2011

Employee Engagement Through Leadership Skills: Building And Sustaining A Workforce Engaged And Committed To Delivering A Consistently Exceptional Customer Experience Don Hales, Managing Director, World of Customer Service, UK

Rationale  Organisational leaders who build and sustain their employees’ commitment and buy-in to their service experience goals outperform their competitors.  Helping staff to gain clarity through consistent communication about these goals is vital.  Staff must learn to appreciate their customers are different; they are all VIPs – very individual people.  Through being engaged with the service goals, staff will manage these differences in every customer interaction they manage. Learning Objectives • Enhancing how you can increase the extent to which your employees are engaged with your organisation’s service experience goals  • Developing your awareness of the importance of behaviours in building engagement  • Raising your leadership game so you build and sustain an Organisational Climate focused upon delivering brilliant customer service that generates improved sales and increased profitability  • Improving the reliability of staff recruitment and retention practices

Don Hales is an extraordinary trainer. Mona Luqman, Genpack, Yemen

Workshop Registration begins at 08:30 with the workshop commencing at 09:30 and concluding at 16:00. There will be two breaks for refreshment and break for lunch.

Post Summit Master Class B Wednesday, 19 May, 2011

Obtaining A Tangible Assessment Of Your Customer Service Initiatives:

Measuring Customer Engagement And Satisfaction

Aymen Ismail, Customer Experience Transformist, DAMAN-National Health Insurance Company, UAE Rationale The lack of tangible measures of the effectiveness of customer service initiatives is one of the major reasons why they are often underfunded and not fully supported by management. It is important for management to know the ROIs of certain initiatives before allotting a budget for them. It is also essential to know whether existing initiatives are working, and if not what can be done to change that. Which is why it is critical for you as customer service professionals to determine valid performance indicators and devise reliable measures that will yield reliable results. Learning Objectives • Understanding and determining valid indicators that reflect the effectiveness of your customer service initiatives • Designing suitable methods of measuring the indicators of the effectiveness of the customer service initiatives • Implementing methods of measuring indicators to yield the most accurate results • Interpreting and presenting the results to decision makers • Using results to identify areas that require improvement and developing a suitable plan of action

Sponsorship Opportunities Available! Participating as a sponsor at the Customer Service Excellence Summit will give you direct access to your target market. Our sponsorship packages are designed to give your brand targeted exposure and increase your client base with networking opportunities, including: • Pre-arranged one to one meetings with decision makers 5

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• Opportunity to present a paper to our audience • Unique product demonstration area • Increase your brand awareness through our above and below the line marketing campaign For more information on customised packages to meet your specific needs contact Mark Butler on +971 (0)4 4072516 or email him at sponsorship@iirme.com

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Silver Sponsors

HARDWARE AND SOFTWARE, ENGINEERED TO WORK TOGETHER Oracle provides the world’s most complete, open, and integrated business software and hardware systems, with more than 370,000 customers—including 100 of the Fortune 100—representing a variety of sizes and industries in more than 145 countries around the globe. Oracle's product strategy provides flexibility and choice to our customers across their IT infrastructure. Now, with Sun server, storage, operating-system, and virtualization technology, Oracle is the only vendor able to offer a complete technology stack in which every layer is integrated to work together as a single system. In addition, Oracle's open architecture and multiple operating-system options gives our customers unmatched benefits from industry-leading products, including excellent system availability, scalability, energy efficiency, powerful performance, and low total cost of ownership.

contact centre services. The company is a joint venture between Bahrain's e-Government Authority and the UK-based company Merchants. Silah is recognised by the Bahrain's Government as the official National Contact Centre, the joint venture was an initiative by the e-Government Authority to create a world class outsourcing business that could offer exceptional operational support to companies in the Gulf region. Through this venture Silah Gulf has access to over 30 years of experience.

Spanco GKS, a collaborated entity of two distinctly varied professional corporations, is a leading provider of World-class Contact Center and BPO services, Telecom System Integration and IT services from the Gulf Countries. Through a combination of experience, people, latest technologies, domain expertise and rigorous quality processes, the company helps clients improve operations, quality and efficiency, while lowering costs by outsourcing. Spanco GKS has now also evolved to extend its expertise into the dynamic space of Telecom System Integration, RFID and IT Services. Spanco GKS BPO (SGKS BPO) manages a global contact center and Business Process Outsourcing (BPO) enterprise that is making waves across the GCC. With world-class outsourcing solutions at multiple locations, SGKS BPO delivers a variety of business process solutions to multiple clients from various regions of the GCC and also from various countries around the world. SGKS BPO offers services ranging from primary voice-based inbound and outbound services to non-voice BPO and KPO services. Owing to its rich experience and understanding of the dimensions of customer relations and highly qualified and trained professionals, SGKS BPO have also successfully branched out into a variety of related services including tech-support, online shop assistance and debt collections.

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Attend and receive an exclusive report on Delivering Excellent Customer Experiences worth US$2500

Are you ready to deliver Excellent Customer Experiences?

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In this workshop Paul Scott will review results of a benchmarking exercise delegates were asked to complete before attending the conference and provide each delegate with a benchmark scale to assess their own readiness for delivering excellent customer experiences. He'll also explore the critical success factors for organisations wanting to achieve customer experience excellence, with some real-life examples to show what it takes!

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Programme At A Glance Customer Service Excellence Summit

16.05.11

2 Day Summit Master Class A

17.05.11

18.05.11

19.05.11

Master Class B

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A confirmation letter and invoice will be sent upon receipt of your registration. Please note that full payment must be received prior to the event. Only those delegates whose fees have been paid in full will be admitted to the event. You can pay by company cheques or bankers draft in Dirhams or US$. Please note that all US$ cheques and drafts should be drawn on a New York bank and an extra amount of US$ 6 per payment should be added to cover bank clearing charges. In any event payment must be received not later than 48 hours before the Event. Entry to the Event may be refused if payment in full is not received.

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Event Venue: Where: Oryx Rotana Hotel, Doha, Qatar Tel: +974 44 02 3333 Accommodation Details We highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the IIR Hospitality Desk for assistance on: Tel: +971-4-4072693 Fax: +971-4-4072517 Email: hospitality@iirme.com

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If you are unable to attend, a substitute delegate will be welcome in your place. Registrations cancelled more than 7 days before the Event are subject to a $200 administration charge. Registration fees for registrations cancelled 7 days of less before the Event must be paid in full. Substitutions are welcome at any time.

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Customer Service Excellence Summit Doha