About

I'm Almohannad Alsbeai, a customer experience practitioner and marketing researcher from Saudi Arabia. I started my career in marketing research and moved from there into customer experience management — and I still see the two as one craft: no experience can be managed without research, and no research is worth the effort unless it changes a decision.

Today I lead customer experience at Thmanyah, the Arabic new-media company, where my job is to be the customer's advocate inside the organization: I design voice-of-customer programs, map customer journeys, measure experience quality, and push for genuinely customer-centric decisions.

Why I write

I've written about customer experience in Arabic for years, because Arabic content in this field still falls short of what our region deserves. So far that's more than seventy articles, originally on LinkedIn and all available in the articles section — field stories, tools that earn their keep, and honest opinion about the practice, far from recycled frameworks and consultant-speak.

What I believe about this craft

• Frameworks are adapted to an organization's context and culture — never copy-pasted.
• Metrics are a means, not an end. A score without an understanding of its drivers is report decoration.
• Customer-care data — complaints, requests, tickets — is a goldmine most CX teams undervalue.
• A recommendation that doesn't turn into a clear action — who does what, by when — isn't a recommendation.

Get in touch

Find me on LinkedIn, or join the newsletter to get new writing first.