The third edition of the CX World Forum concluded its activities today, Wednesday, following the event’s sessions held during the period (9–10 December), which featured a series of specialized workshops delivered by leading experts and practitioners. The notable attendance reflected the rapid advancement of the customer experience landscape and the forum’s role in supporting the development of progressive practices across the Kingdom and the region.
The first day featured the workshop Artificial Intelligence Platform for Customer Service by Jean Vincent, who highlighted the role of human-supported artificial intelligence in analyzing customer interactions and empowering employees. Ahmed Saleh then presented Customer Journey: Between Scientific Methodologies and Human Touch, which focused on transforming analytical journey models into inspiring, human-centered narratives that guide strategic decision-making.
In the workshop Customer Journey Through the Customer’s Eyes, Ramy Mokhtar offered an immersive simulation enabling participants to understand the journey directly from the customer’s perspective. Hamed Althiabi’s workshop Beneficiary Experience for Nonprofit Organizations explored mechanisms for designing interactive journeys and achieving sustainable social impact. Additionally, Darin Alsini and Mohammed Alsuwailem presented Designing the Visitor Journey in Events, which discussed foundational principles for crafting integrated visitor experiences that enhance satisfaction and elevate overall quality.
Siobhan Mallen and Michael Patrick Killeen delivered the workshop Creating Exceptional Customer Experiences, focusing on global best practices and emotional impact as key drivers of excellence. The first day concluded with Abdullah Alrooqi’s workshop From Customer Voice to Experience Improvement, which addressed converting customer feedback into practical and actionable improvements.
On the second day, Olga Guseva presented Behavioral Economics: Understanding Irrational Customer Behavior, examining cognitive biases and their influence on customer decision-making. Stefan Oosthues delivered the workshop Assessing Customer Experience Maturity and Translating Insights into Execution, offering methodologies for evaluation and the development of clear implementation plans.
Zubaida Hariri led the workshop Customer Experience Culture, which emphasized building an organizational culture centered on the customer. Mahmoud Albowaleez presented From Digitization to Innovation, highlighting the impact of digital transformation on reshaping customer experience. Musa Hannan delivered Managing Customer Experience Indicators, which explored measurement tools and their link to customer satisfaction and institutional performance.
Sultanah Almuhaisin presented Experience Design and Life Creation, showcasing human-centered models that contribute to building impactful strategies, while Fatimah Alghamdi led The Future of Customer Experience in Saudi Arabia 2030, discussing the role of technology and artificial intelligence in shaping future experiences aligned with the Kingdom’s Vision 2030.

The forum concluded this evening with a ceremony honoring distinguished figures in the customer experience field, recognizing their contributions to advancing the sector.
The General Entertainment Authority’s participation as a strategic partner reflects its commitment to supporting knowledge-based initiatives that enhance audience experiences and elevate service quality across the Kingdom’s rapidly evolving entertainment sector.