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Zain announced the successful conclusion of its Customer Engagement Forum 2016, a three-day event that was held in Kuwait from 4-6 April, which drew senior personnel from across the Group operations. Customer experience management remains one of Zain Group's keys strategic pillars, with the company investing heavily in the area in order to maintain the highest quality of service for its customers.

The Customer Engagement 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 to the Zain management by leading global and regional technology providers specialized 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.

The Forum was led by Zain Group CEO, Scott Gegenheimer, and Group chief commercial officer, Duncan Howard who have been strong advocates for the Group's focus on customer experience management, having overseen a number of key initiatives in the area recently.

Zain is set to continue to develop its laser-like focus on simplicity and operational efficiency, with customer experience remaining an important factor in driving commercial success. Retaining customers is vital and Zain strives to deliver the best experience in order to achieve this. Elements within Zain Group's customer experience management program include the quality of its network, delivery of value-added services, as well as the improvement of all customer touchpoints.

In an example of Zain Group's heightened investment in customer experience management-related activities, 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.

Zain's holding of regular Customer Week exercises forms part of the company's ongoing commitment to delivering the best-in-class customer experience, and was conducted across all Zain Group markets simultaneously. Zain personnel, including business chiefs, directors, managers, and general staff interacted closely with customers during the week through different activities arranged in conjunction with the local customer experience teams.