What is the importance of Data for businesses?
To answer this question, we must first understand the true meaning of “Management Information System” (MIS). In my opinion, MIS doesn’t only include IT systems but also includes the process through which information and data flows in the organization. It is data that is processed, analyzed, and organized in the required way to provide decision-making information to the management.
The focus should be around the information that helps management take the right decisions at the right time and enables the organization to elevate its resilience and agility.
To realize the value of data for business, another important concept that needs explanation is the “Connected Enterprise”. In a universal organizational operating model—applicable to businesses involved in manufacturing, marketing, or service delivery—the vision is what an organization strives to achieve.
The vision defines the mission, which drives the strategy. The strategy sets strategic objectives and operational goals, measured through performance indicators like KPIs and OKRs.
Execution of the strategy happens through product or service delivery to customers. This delivery is enabled by performing various processes belonging to departments such as procurement, manufacturing, finance, etc.
Processes consist of tasks performed by People, Partners/Vendors, and Technology to ensure successful product or service delivery.
To assess and improve Customer Experience (CX), we study the customer journey from the initiation of a request to the fulfillment of a product or service. These journeys consist of touchpoints with tasks embedded in processes.
Customer feedback often drives strategic changes, impacting the entire connected enterprise.
External disruptions—like the pandemic (Covid-19), war, government legislation, IR4, AI advancements—or internal changes such as new technologies, ERP systems, or innovations, can influence the organization’s vision or strategy.
A crucial function often overlooked by organizations is the role of Legislations, Policies, and Values in governing all organizational capabilities. Any changes in legislation or government policy directly impact an organization’s policies and operations.
To sustain and build resilience, this complex integration of organizational components demands a seamless flow of data and information.
For example, during the “Mother of All Disruptions (MOAD)”—the pandemic—businesses faced the challenge of continuing services during lockdowns. Immediate access to data was critical to analyzing affected touchpoints, identifying necessary adjustments in processes, people, technology, and vendor relations, and swiftly adapting to remote working challenges.
Organizations with quick data-driven insights adapted faster, sustained operations, and even captured market share from competitors who lagged in data analysis and adaptation.
To summarize, without data, businesses cannot operate, sustain, or grow.
Tell me about a project or accomplishment that you consider to be the most significant in your career
My most significant accomplishment has been developing and delivering the Dubai Government Service Costing Methodology. I finalized this methodology during my secondment to The Executive Council of Dubai as a Senior Consultant (2016–2017). It was officially mandated by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of The Executive Council, through a decree in July 2017.
The methodology aimed to:
- Price government services more accurately,
- Estimate annual budgets of government departments,
- Measure service efficiency and drive financial savings,
- Determine the most effective service delivery channels, and
- Support strategic decisions on public-private partnerships.
The methodology leverages the Connected Enterprise Model, calculating the cost of providing a service instance by accumulating the costs of processes, people, technology, etc., at the service level.
This enabled government departments to accurately set service fees for customers.
I led the project team representing Dubai Customs, alongside members from RTA, Dubai Land Department, Community Development Authority, Dubai Economic Department, and Residency and Foreigners Affairs.
A Proof of Concept was implemented on a Dubai Municipality Service using the Software AG platform. It received wide acceptance and appreciation from Dubai Executive Council members before the official decree.
What are the new dynamics of Customer Experience?
Customer Experience or Customer Expectations Management follows a simple rule: “Always under-promise and over-deliver, instead of over-promising and under-delivering.” However, managing this balance is tough in a world where competitors keep raising the customer expectations bar.
Customer expectations have evolved significantly over the decades. In the 1980s, customers visited outlets and used printed materials or media for information. Patience was the norm.
With the internet’s arrival in the 1990s, information became easily accessible, but services and products still required physical interaction, causing delays.
Post-pandemic, the landscape has transformed. Customers now expect end-to-end online service delivery, complete with product information, ratings, and the ability to purchase without stepping out. AI and Bots have further intensified competition, making it challenging to meet or exceed customer expectations.
Customer Experience Management (CXM) involves strategies to understand, set, and meet or exceed client expectations throughout their journey.
The goal should be minimizing touchpoints in the customer journey. Every touchpoint is a potential failure point and can positively or negatively impact customer perception.
Touchscreen interfaces outperform menu-driven systems because they offer fewer touchpoints and direct access to desired actions—just as Steve Jobs explained during the first iPhone launch.
Customer Experience is a vast topic. This is just a summary of its scope and evolution in recent years.
