As the bustling CX Conference Bucharest 2024 unfolded, participants had time to integrate the learning experiences offered by Customer Experience Romania, the keynote speakers and the speakers that came forward with real cases, we had the privilege of sitting down with Dr. Mohamed Latib for an engaging conversation that brought a fresh perspective to the balance between technology and the human touch in building meaningful customer-focused strategies.
“Our challenge as leaders today,” Dr. Latib began, “is to ensure that emotional intelligence and empathy aren’t just buzzwords but core competencies in the way we interact with our customers.” From this first insight, it was clear this conversation would explore not only strategies but also the deeper philosophy driving successful CX.
Dr. Latib’s career spans a unique blend of academic, consulting, and entrepreneurship. When I asked how he manages to balance these diverse roles, he smiled thoughtfully. “Each role feeds into the other,” he said. “Academia has taught me the importance of theory; while consulting and entrepreneurship show me how to apply it practically. This synergy keeps my approach to CX fresh and grounded.”
Evenimente - Club Antreprenor și Ziarul Pozitiv:
10 decembrie: Future Energy Europe Summit, Ediția a IV-a
17 decembrie - Gala Club Antreprenor, Ediția a XVII-a
19 decembrie - Viitorul asigurărilor în domeniul transporturilor, expedițiilor și logisticii
Vezi toate Evenimentele 2024-2025 organizate de CA & ZP
This interconnectedness of disciplines, he explained, underpins his work as CEO at CX University, where he aims to democratize access to tools that help businesses and individuals thrive in a customer-driven world. “Whether you’re in Bucharest or Bangalore, understanding your customer is universal,” he remarked.
When the conversation shifted to leadership, Dr. Latib shared profound observations on the impact of the pandemic. “Leadership principles remain constant,” he said, “but the pandemic underscored the need for leaders to lean into empathy, trust, and emotional intelligence more than ever.” These qualities, he argued, are now vital in fostering collaboration and open communication within teams. “Mindful leadership isn’t just about driving outcomes; it’s about creating spaces where people feel valued and heard.”
At the heart of our discussion—was the concept of empathy as a driver of customer loyalty. “Empathy is not a soft skill,” he said firmly. “It’s a business necessity.” He explained how businesses often falter by focusing too heavily on technology at the expense of personal connection. “Technology is a tool, not a solution,” he stressed. “Its value lies in how we use it to deepen human connections.”
Drawing on examples from global leaders like Ritz-Carlton and Amazon, Dr. Latib highlighted how embedding empathy into company culture can create unparalleled loyalty. “Take Ritz-Carlton’s approach,” he noted. “Their tagline, ‘Ladies and gentlemen serving ladies and gentlemen,’ isn’t just branding – it’s a philosophy that respects both customers and employees.”
Another key topic in Dr. Latib’s interview was the need to address biases that hinder customer understanding. “Bias is an invisible wall,” he explained. “It clouds our ability to listen and truly engage with customers.” He encouraged leaders to invest in training that fosters self-awareness and helps teams challenge their assumptions. “The moment we start seeing customers as individuals with unique stories,” he said, “is the moment we start building lasting relationships.”
As I reflected on his insights, it became clear that identifying biases in the customer experience industry requires a multi-faceted approach. Leveraging data analytics to pinpoint patterns where specific customer groups may be underserved or overlooked. Another effective strategy to tackle biases involves role-playing exercises and perspective-taking activities, enabling employees to step into the shoes of diverse customers and deepen their understanding of different experiences. The moment we start seeing customers as individuals with unique stories is the moment we start building lasting relationships.
By combining these data-driven and human-centered strategies, organizations can proactively uncover and mitigate biases, fostering a more inclusive and impactful customer experience strategy.
Dr. Latib stressed the importance of the link between employee engagement and customer satisfaction. “You cannot have loyal customers without engaged employees,” he said. He emphasized that fostering a culture of mutual respect and open communication is essential for creating a positive ripple effect on customer experiences. “Happy employees create happy customers,” he added simply.
When pressed for actionable advice, he suggested that leaders prioritize emotional intelligence training for their teams. “EQ isn’t just for customer-facing roles; it’s a skill every employee needs to navigate today’s complex workplace,” he explained.
Given his extensive global experience, I asked Dr. Latib about the cultural nuances of customer expectations. “One size doesn’t fit all,” he said. “CX strategies must be tailored to the unique cultural contexts of each region.” He described how immersive cultural experiences, such as the international study tours he has led, help leaders develop the adaptability needed to succeed globally. “Cultural agility isn’t a nice-to-have—it’s a must-have,” he concluded.
As the conversation turned to the future, Dr. Latib was optimistic yet cautious about the role of AI in CX. “AI can streamline processes and enhance efficiency,” he said, “but it can’t replace the emotional connection that only humans can provide.” He encouraged organizations to embrace technology as an enabler, not a replacement, of meaningful interactions.
As our conversation wrapped up, I asked Dr. Latib what he hoped leaders would take away from his interview. His response was both simple and profound: “Listen – not just to your customers but to your teams. Empathy and emotional intelligence are your most powerful tools for building trust and loyalty. Use them.”
Without any doubt Dr. Latib’s insights through this interview and at the CX Conference Bucharest 2024 were a reminder that amidst all the technological advancements, it is the human touch that will always set great customer experiences apart.
This material is part of a campaign to raise awareness about the importance of Customer Experience (CX), proudly supported by Customer Experience Romania (www.customerexperience.ro) and its partners.
