Majid Al Futtaim’s (MAF) Share Ambassadors programme took gold in the Best Employee-Driven CX category at the 10th Gulf Customer Experience Awards (GXCA). It was the second gold of the day for the group, which also claimed top prize for Best ESG Framework.
MAF initially launched Share, its customer loyalty programme in 2019. To improve training and engagement with the scheme across its 100,000 customer-facing workforce, MAF rolled out its Share Ambassador Programme a year later.
MAF has since appointed over 1,500 ambassadors across 18 malls, who champion the corporate-wide loyalty programme. Ambassadors foster collaboration, build and share knowledge, and ensure alignment with CX vision across the group’s ecosystem.
Speaking after picking up the gold award, spokeswoman Claire Graville said MAF “wanted to drive CX through our employees and make them feel as important as our customers do. [By] doing that, it makes the service more elevated, more authentic, and it hits the hearts of our customers.”
MAF also picked up bronze awards for the Best Digital CX and Best Customer Insight and Feedback – Strategic Approach.
It also won silvers in Best Customer Centric Culture for a large organisation and Best Use of Technology.
This year’s GCXAs had 130 finalist presentations and 90 judges. Contestants came from across government, healthcare, ITC, retail, automotive, property & development, aviation, logistics, energy and business process outsourcing sectors.
Founded in 2009 by Awards International, the Customer Experience Awards began in the UK . The awards now operate in the Middle East, North America, Europe and Africa. Entrants and judges from 88 countries have so far participated in the awards. Last year, over 2,000 companies entered Awards International’s Customer Experience Awards.