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Customer centricity will be key driver of regional business growth, says Tanfeeth CEO
Source: BI-ME , Author: Posted by BI-ME staff
Posted: Wed April 17, 2013 2:59 pm

UAE. The culture of customer centricity must cascade down to every employee in an organisation, for businesses in the region to be able to offer customer service on par with global standards, said Suhail Bin Tarraf, Chief Executive Officer, Tanfeeth, the leading onshore shared services organisation in the Middle East.

Speaking at the 2nd Oman Customer Care Conference being held in Muscat, Bin Tarraf emphasized the importance of customer care, for regional organisations to be able to compete on a global platform.

“Regional companies can only deliver services in line with global best practices when employees are empowered to do what they do, keeping in mind the impact on the end customer. In a truly customer-centric organisation, every employee internalizes the company’s vision and mission, and begins to think like the organisation,” said bin Tarraf.

“This is incredibly important because we’re seeing more world class infrastructure being planned and built across a number of GCC economies, and this trend will certainly continue. We must now focus on making equivalent investments in our customer service standards so that GCC businesses can meet their customers’ service expectations and be globally competitive, and for the region at large, there’s a seamless transition between its physical and services infrastructure,” said Bin Tarraf, adding, “The key to achieving this is re-orientating their business model towards a customer-centric approach while using the lean methodology to deliver results.”

Bin Tarraf explained how Tanfeeth, the first large-scale shared services organisation partners with regional companies to assist them to achieve such customer-centricity using the Tanfeeth operating model. Based on Toyota’s lean manufacturing system, it features global shared services best practices but has also been modified and refined to meet the needs and nuances of the local market, and the specific challenges facing local businesses.

“This business model has underpinned our success since our inception in November 2011 and will continue to drive our expansion across the region,” he added.

After growing to become a 2,000-employee organization by progressively absorbing all 11 Emirates NBD back-office operational teams as its first captive client, Tanfeeth has commenced its regional expansion by signing three additional client deals.

“In the UAE, we’re now providing call center management services for a government authority and recruitment services for a major telecommunications business. Additionally, in Kuwait we’re providing transformation and advisory services for a major banking institution,” said Bin Tarraf. 

The 2nd Oman Customer Care Conference focuses on upgrading the service sector, which is expected to play a key role in Oman’s future economic development. The conference provides a networking platform to highlight new concepts and strategies to assist organisation to transform their customer experience management and drive customer loyalty through improved service delivery.

About Tanfeeth:
Tanfeeth is the GCC’s first large-scale Shared Services company and in Arabic, its name means ‘getting the job done.’ This underscores its commitment to delivering bottom line results for its clients through customized, scalable shared services solutions which improve the quality, consistency and efficiency of processes and services across the entire business value chain.

Tanfeeth gets results by working in partnership with its clients, applying deep regional knowledge and by investing heavily in its people with ongoing training opportunities and leadership development programs for talented local employees. It currently employs 1,800 staff across the United Arab Emirates and is a fully-owned subsidiary of Emirates NBD.



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