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Masood M. Sharif Mahmood, CEO, e& UAE, on building a CX model where human insight and AI intelligence work hand in hand.
Treat every customer interaction as an opportunity to build trust. For Masood M. Sharif Mahmood, the CEO of e& UAE, this focus on meaningful connection — whether through a human agent or an AI-assisted platform — has guided the company’s approach to data, personalization, and care.
Today, the company is investing heavily in building unified data systems, predictive analytics, and intelligent care programs like the Tamyouz model, which help agents respond faster and more precisely. By creating a centralized data lake, the company crafts a single, comprehensive view of each customer — capturing everything from tenure and account details to past interactions and preferences. Within this protected environment, AI algorithms analyze stratified layers of information to anticipate needs, identify potential issues, and personalize responses.
Looking ahead, Mahmood sees this as just the beginning. In this exclusive interview with MIT Sloan Management Review Middle East, he shares how e& UAE is preparing for the next frontier of customer experience. He discusses:
- Embedding CX into every layer of the organization
- Leveraging customer feedback, journey mapping, or behavioral data to design better experiences
- Using AI to shift from selling to curating value for the customer
From improving long-tail sentiment to delivering personalized care at scale, Mahmood sees this moment as a turning point where telecoms can finally close the gap between what customers expect and what organizations deliver.
Further Reading and Viewing
To learn more about how e& transformed its core from within, read Rewriting the Core: How e& Engineered Disruption from Within.
For insights on the future of work at e&, watch Our People Remain Our Greatest Asset: A Conversation with e&’s Group Chief People Officer.
