About Wael
Helping businesses transform Customer Experience into measurable business growth.
I work as a Fractional CXO, Customer Experience Advisor, and Strategic Consultant, helping organizations improve customer satisfaction, increase retention, optimize contact center operations, and build scalable customer-centric strategies.
With more than 15 years of leadership experience across customer experience, contact centers, digital transformation, and operational excellence, I have led large CX transformations for organizations across Saudi Arabia and the GCC. My expertise spans Customer Experience (CX), Voice of Customer (VoC), Customer Journey Mapping, Contact Center Optimization, Quality Management, Service Design, and AI-powered customer engagement.
I support CEOs, founders, and executive teams with practical, hands-on consulting that delivers measurable business outcomes—not just presentations. Whether you need to build a CX strategy, improve operational performance, reduce customer effort, optimize your customer support operation, or establish a Voice of Customer program, I can help.
Typical projects include:
- Fractional Chief Customer Officer (CCO/CXO)
- Customer Experience Strategy
- Contact Center Assessment & Optimization
- Voice of Customer (VoC) Programs
- Customer Journey Mapping
- CX Maturity Assessment
- Customer Retention & Loyalty
- Customer Service Transformation
- KPI & CX Dashboard Design
- Quality Assurance Frameworks
- AI in Customer Experience
- Executive CX Advisory
If you're looking for a trusted executive advisor who combines strategic thinking with operational execution, I'd be happy to discuss how I can support your business.
Arabic
Native or bilingual
English
Fluent
Can work on-site
Riyadh (up to 30km)
Experience
- MORNISenior Director Customer ExperienceAUTOMOBILENovember 2024 - Today (1 year and 8 months)Leading customer experience strategy and operations at MORNI, Saudi Arabia's leading roadside assistance platform. Responsible for CX governance, voice of customer programs, and CX metrics (CSAT, NPS, CES, CCR). Driving customer journey mapping, omnichannel contact center operations, complaint management (SLA/OLA, FCR, retention and compensation), and building a customer-centric culture across the company.
- MORNICX & CRM DirectorSeptember 2024 - October 2024 (1 month)Riyadh, Saudi Arabia• • Manage CRM-Team KSA (Omnichannel for all brands)Manage CX & built CX culture cross the company• • Prepare and analyze CX metrics (CCR- CSAT-TNPS-CAC-CLV- CES)• • Customer Journey mapping & design thinking to aligned with brand experience strategy• • Compliant management SLA / OLA (Escalation matrix – FCR – compensation – retention)• • CX Innovations cross 5 subsidiaries
- TROFICX & CRM DirectorJune 2022 - August 2024 (2 years and 2 months)London, England, United Kingdom• • Manage CRM-Team KSA (Omnichannel for all brands)Manage CX & built CX culture cross the company• • Loyalty strategy & customer retention• • Prepare and analyze CX metrics (CCR- CSAT-TNPS-CAC-CLV- CES)• • Customer Journey mapping & design thinking to aligned with brand experience strategy• • Compliant management SLA / OLA (Escalation matrix – FCR – compensation – retention)• • Achievements◦ o (CRM NPS Dashboard Loyalty Online ordering Lead Websites Social listening Omni Channels platform – WhatsApp marketing – Reservations – Waiting list)◦ o Customer Journey mapping – Design thinking workshops improve brand experience◦ o Build CX governance brand by brand◦ o Increase customer retention from 15 % to 25 % in few brands◦ o Achieve final level in Saudi customer experience award in best used of VOC & insights | link◦ o Achieve final level in Customer centric world series award in best used of VOC & insights | link◦ o Database growth by 170 %◦ o improve google reviews for brands by 33%
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Education
- Master of business administrationUniversity of LancashireMaster of business administration
- Level 7 Diploma in Strategic Management & LeadershipQualifi2026Level 7 Diploma in Strategic Management & Leadership