Customer Experience Conference in Salalah issues recommendations

Salalah: The 11th Annual Customer Experience Conference, organised by the Ministry of Labour in cooperation with Al Assayel Conferences, the Office of the Governor of Dhofar, and Oman Chamber of Commerce and Industry (OCCI) branch in Dhofar, recommended the necessity of investing in human capability development, upgrading skills and specialization in the field of customer experience, and enhancing digital literacy among employees, alongside employing artificial intelligence and modern technologies to contribute to upgrading the quality of services provided to beneficiaries.

At the conclusion of the two-day conference, held under the theme "Future Trends for Customer Experience," the recommendations emphasised the importance of public and private sector institutions familiarising themselves with global, regional, and local success stories in the field of customer experience, and benefiting from and applying them in alignment with the local environment and societal values.

The recommendations also called for adopting the concept of "human first" in service design by enhancing the role of human intelligence as the foundation for employing artificial intelligence technologies, and building an institutional culture centered around the needs of customers and clients, thereby raising satisfaction levels and achieving more efficient and sustainable experiences.

The conference targeted department directors and supervisors of customer and client service, directors and specialists of support and assistance services, customer service consultants, researchers and those interested in the field of customer experience, entrepreneurs, data analysis specialists, and workers in the fields of marketing, sales, and call centers.

With the participation of a group of experts and specialists in customer experience and digital transformation, the conference discussed the future of services in light of rapid technological developments, and the role of artificial intelligence, automation, and predictive analytics in reshaping the customer support system, alongside the importance of data analysis to understand beneficiary behavior and design customised journeys and experiences that meet their aspirations.

The program included a number of specialized sessions covering topics such as the digital world in customer experience, hyper-personalised experience, and the "One Government Team" experience as one of the national initiatives to direct services toward citizens, in addition to reviewing institutional models from different sectors, discussing the empowerment of human capabilities for excellence in customer service, and leading customer experience through building successful strategies and institutional cultures.

The conference aimed to enhance communication and exchange of expertise among specialists, assess the level of customer experience maturity in institutions, and employ human-centered design principles to understand beneficiary expectations, alongside empowering employees with digital tools that help them provide more personalized and effective services.