October 22, 2025
EXP KSA: Achieving CX Orchestration at Scale
Orchestration is moving from isolated touchpoints to holistic, connected journeys says New Metrics
CXM spoke to Rami Haffar, Partner at New Metrics, at the recent Experience KSA event in Riyadh about how companies should approach their CX orchestration.
The discussion explored how businesses across Saudi Arabia are moving from measurement to experience orchestration by connecting data, technology, and people to deliver seamless, personalised experiences at scale.
From Interaction to Orchestration
According to Rami, orchestration represents the natural evolution of customer-centricity, which is moving from isolated touchpoints to holistic, connected journeys.
“If you think about orchestration, we need to take a step back and think about how customer-centric the organisation really is,” he explained. “It’s about scaling from a one-to-one interaction to millions of individual customers — and that’s going to be at the core of success for organisations, not only locally, but regionally and internationally.”
As Saudi businesses mature in their digital and customer experience capabilities, orchestration is emerging as a strategic differentiator. It enables organisations to act intelligently across channels, turning insights into action in real time.
“Organisations today are building the foundations for orchestration,” said Rami. “Those foundations will define who leads in the years to come.”
Moving Beyond Measurement
Many organisations have already invested in CX measurement tools and feedback systems, but orchestration takes things a step further. It’s about unifying those insights to predict and personalise experiences across the customer lifecycle.
“For you to be able to orchestrate, you need a deep understanding of your customers — their needs, their requirements — and you also need to be able to predict what they’ll need next,” Rami explained.
That predictive capability depends on data integration, bringing together information from across systems and touchpoints.
“By building the right data foundation, from Medallia operational data to social data, we can apply advanced models that move us from prediction to personalisation at scale,” he said.
Partnership as a Catalyst for Success
Rami emphasised that achieving orchestration requires more than just technology; it demands strategic partnership between local expertise and global innovation.
“New Metrics brings the local context, the culture, and international expertise in customer experience — along with a proven record of delivery,” he said. “When you combine that with the best technology out there, you remove risk and increase the chances of success.”
This is where the partnership between New Metrics and Medallia becomes so powerful. Together, they help organisations design, implement, and scale their CX strategies with precision.
“Medallia engineers experience signals,” Rami explained. “We understand both the business and the operational data. From there, we don’t just develop the roadmap — we implement it, to help organisations achieve orchestration and personalisation at scale.”
View the entire conversation here.
