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CXBuzz Interview with Mona Ali, Head Of Support at Jathwa

Hi Mona, tell us about yourself and your background.

My name is Mona Ali. I have over 12 years of experience in software development and data analytics.
Currently, I am the Head of Support at Jathwa Technology, I have been working there for five years. Before that, I was working in Software Engineering at Ejada Systems.
I hold a PhD degree in Computer Engineering from Alexandria University in Egypt as well.
I live in Jeddah, Saudi Arabia with my husband, and two daughters Merna and Malak.

How did you start working in the customer experience space?

Well, despite my main role at Jathwa in Data & Analytics department, I worked for some time in CX department.

At Jathwa, we understand how important and yet how challenging it is to keep track of all the customer interactions across different channels.
We have many solutions (like Genesys PureConnect) that enables Omni-channel Customer Experience allowing customers to pick up where they left off on one channel and continue the experience on another.

Can you tell us a little bit about your current role?

My current role as Head of Support in the Data & Analytics Department involves capturing data from customers, preparing and analyzing them to produce actionable insights that assist customers in making strategic decisions. In addition to that, we implement Data Management solutions which deliver integrated, accurate, and timely data across your organization.

How can companies better listen and understand their customer base?

They should consider the following:

  • Conducting surveys and getting feedback from the customers goes a long way in understanding what the customers are thinking and how they feel about a product or service.
  • Creating a customer profile. A customer profile is a great way for a company to gauge the needs of the customer.
  • Hosting events, nowadays, many companies host virtual events to interact and engage more with their customers.

What are some companies that you think are doing an excellent job at customer experience, and why?

Here in the Middle East, there are a lot of companies that are doing a great job at CX in many sectors. For example, we have Clarabridge which enables real-time, continuous feedback for constant, consistent performance across your business, and Genesys which provides an all-in-one contact center solution.

Many companies are currently undergoing digital transformation processes – what are your tips on a successful digital transformation?

I think it’s useful to automate tasks rather than automate jobs. Moreover, companies should focus on the main drivers of business value when doing the digital transformation.

What are some CX solutions or tools that you’re keeping your eyes on right now?

At Jathwa, we have the capabilities & the know-how to build your customer experience strategy, implement the solution that suits your business, & integrate it with your system.

Some of the CX solutions we provide at Jathwa are:

  • The Agent Care which is a platform that is designed to enhance the experience of contact center by focusing on resolving the main challenges which contact center agents face.
  • Omni-Channel Contact Center and CX solution.
  • Social media and Customer Experience analytics which provides your organization with actionable insights from every customer interaction in one platform.

Did you read any interesting books this past summer that you’d like to recommend?

Last summer, I read Coaching for Performance by John Whitmore which I recommend for every leader to read. When employees are happy and satisfied by the company, the customers are happy too.

What is your favorite CX metric?

I’ve learned from my work in Data & Analytics that it is not enough to look at a single metric and base your actions on that metric.
It’s always better to have a complete overview on a bunch of KPIs to base your decisions on. Regarding CX, there are a number of good metrics such as NPS, CSAT, retention rate and churn rate.

About the author

Anna Burneika
Anna Burneika
Anna is a staff writer at CXBuzz. Her international background lends itself to 5 languages, a wide variety of interests, and a broad and bright approach to her work. Having accomplished her first degree - a BA in Communications and Political Science - at only 19 years old, she is currently pursuing her passion of Theatre with an MA in the UK.


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