Author: Qaalfa Dibeehi

Qaalfa Dibeehi is a Customer-Led Transformation Strategist, published author, and keynote speaker. Board Member of the Customer Institute. Founder of Human2outcome. Former VP at Forrester Research. Speaking and consulting across Europe, North America, the Middle East, Africa, and Asia. More at qaalfa.com

CX Evolve Summit 2024 sponsored by Khaleej Times

The 4th edition of the CX Evolve Summit 2024 sponsored by Khaleej Times took place August 29.  It's more important than ever for organizations to map out and create a wow experience throughout the customer journey with their brand. With rising competition and a rapidly evolving global landscape, trust between consumers and brands is more sacred than ever. According to a recent Salesforce survey, 94% of consumers believe that a positive experience is 3s necessary as the actual product or [...]
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Human2outcome partnering with CX KSA to deliver CX training in Saudi Arabia

Human2outcome has established a strategic partnership with CX KSA aimed at driving knowledge and excellence in Customer Experience in Saudi Arabia. CX KSA:  emerged after identifying a gap in the Saudi market: a need for genuine customer centricity intertwined with an understanding of the Kingdom’s rich cultural backdrop. Their expertise lies in elevating customer experiences deeply aligned with Saudi Arabia’s unique needs and cultural essence. Their core principle is “Care” for - the market, customers and the vision of Saudi [...]
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Suite Success with Paolo Barbesino

Welcome to “Suite Success: The CX Leadership Series,” where I unlock executive insights on customer experience practices and practitioners from the outside-in talking with leaders who are not CX practitioners by profession (eg, finance, marketing, operations, legal, etc).  These senior executives wield profound influence over how their organization prioritizes and implements customer-centric strategies.  They share their unique perspective, dissect the intricacies of CX from their functional point of view so that hopefully we can be better allies and influencers in [...]
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The Role of the Devil’s advocate “10th Man” in Business

On LinkedIn there  was recently a host of  characterizations about toxic personas that should never be part of any leadership team — and yet they actually are. Such bad corporate citizens nurture the groupthink of these compact social formations that lead an organization. We also know that fighting groupthink is existential for any organization. Paolo states that in his career, even with the couple of very most toxic people he has had the misfortune to work with, he always tried to act [...]
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AI Transformation Can’t Happen Without Humans

A customer called and requested to return a product. The customer explained to Sue, the agent she was speaking with, that she needed to return a product that her husband ordered. He died a couple of days before receiving the package… As you can only imagine, the woman was struggling to speak and her emotions were at the surface. What do you think was the first thing the agent said? Offer their condolences? No! Sue immediately asked the customer, “…do [...]
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The Power of Give to Get: How Reciprocity Shapes Our Actions

Does it happen to you that you go to the supermarket and feel attracted to a promotional test sample stand where they promote a brand of cheese, wine, or cookies? And then when you taste the free sample that they give you, there’s an inner urge in you to buy that product. Not because the product is so good and different from all the other wines, cheese, and cookies that you normally buy, but because you feel a little urged [...]
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The Experience of Scarcity: creating urgency and exclusivity

A couple of weeks ago one of my neighbors bought a brand new car - Kia Stinger. As is customary with guys I congratulated him on the new acquisition and exchanged a few words about the car. It was a very brief conversation as we were just coming home with the two kids. What was interesting was, that from all the things he could have bragged about, he mostly spoke about that it was a limited edition car. “Only 1000 [...]
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Perspectives on the Starbucks beta-experience with Web3 and NFTs

Starbucks closed its Odyssey beta platform— a pioneering NFT-based rewards program, on March 31, 2024.  Odyssey was launched as an innovative extension of the traditional Starbucks Rewards in to the dynamic Web3 space. It promised unique experiences and rewards, such as NFT stamps and exclusive tours, emphasizing deeper engagement and community building.  However, its conclusion and the transition of its marketplace to Nifty Gateway (a leading curated marketplace for NFTs), invites us to ask what’s the balance between technological innovation [...]
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Sustainability Scope 3 – an opportunity for CX

CX professionals and sustainability experts should work together to improve the focus on Scope 3 emissions of their products and services. Scope 3 emissions are the result of activities from assets not owned or controlled by the business, but that the business indirectly affects in its value chain. But Scope 3 emissions are a contested domain too, as their exclusion from the SEC’s new rule about carbon disclosure of listed companies clearly shows. Many players are reluctant to include Scope [...]
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Rational vs Intuitive Systems: Which system are your customers using?

Think about the times you’ve been “of two minds” about something, whether it was about having a cake for dessert when you said to yourself that you’ll go on a diet or your gut was telling you not to trust that sales agent but the offer seemed of really good value? In all these cases our two minds are in conflict. People have been talking about the two minds influencing their thoughts and behavior since at least the days of [...]
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