The Gulf Customer Experience Awards have taken place in Dubai, showcasing the pinnacle of CX talent in the Middle East in what has been the biggest and most successful event of its kind to date.

Held at the stunning Jumeriah Beach Hotel and hosted by Awards International and partners, the gala ceremony saw hundreds of representatives from businesses and organisations gather to present their Customer Experience expertise to a panel of judges featuring the most influential CX figures from the region and beyond.

The titles were hotly contested, and saw firms compete to win 10 Customer Experience categories, while the ceremony also saw the best of the Gulf’s Digital Experience and Employee Experience organisations awarded for their amazing work.

The standard of this year’s entries was described as “exceptional” by judge and Customer Experience expert consultant Ian Golding, with fellow judges also praising the quality of the presentations, which outlined each organisation’s methods for improving their experiences for customers and employees with a range of innovative schemes and projects.

The Overall Customer Experience 2017 category was won by RAKBANK, which triumphed in the New Product/Product Improvement category for its pioneering RAKislamic Fawrun Deposits scheme.

Meanwhile, the Overall Digital Experience title was presented to Virgin Mobile, which had won the Best Application category, while the Overall Employee Experience trophy was taken home by one of the day’s most successful entrants, the National Bank of Fujairah, after it won both the HR Team of the Year, and the Nationalisation categories.

“The judging panels were highly impressed by the exceptional standard of entries this year,” judge Ian Golding said following the ceremony.
“What we saw has assured us that the future of Customer, Digital, and Employee Experience in the Gulf region is in good hands, with these pioneers leading the way for other businesses to follow. On behalf of the judges I would like to congratulate all of those who entered on their tremendous success in making it to the finals, and of course to our winners on the day.”

Awards International UAE Managing Director Mark Hamill said:

“We knew the quality of the presentations were going to be high, but I can say that we have all been taken aback at just how good our entrants were at showcasing their talents before our judges. They made the job of choosing winners difficult, and we would like to congratulate everyone who came to the event and especially to those who walked away with a Customer, Digital, and Employee Experience Award.”


Gulf Customer Experience Awards 2017 Winners

Overall Winner 2017: RAKBANK


Government Services: AXS FZ LCC


Technology & Telecoms: Virgin Mobile


Retail: Aswaaq LLC


Wellbeing & Health: Medcare Hospital and Medical Centres


Contact Centre: AXS


Client Relationship Management: Emaar Community Management


Insight & Feedback: Dunia Finance


Social Media & Email: RAKBANK – Launch of Highflyer Credit Card


Business Change or Transformation: Emirates NBD


New Product/Product Improvement: RAKBANK – RAKislamic Fawrun Deposits


Customer Experience Team: Emirates NBD


Gulf Digital Experience Awards 2017 Winners

Overall Winner: Virgin Mobile


Best Government Use of Digital: Saudi Standards, Metrology and Quality Organization (SASQ)


Best Application: Virgin Mobile


Best Integrated Approach: Xpress Money Services


Best Internal Use of Digital: Etisalat



Best Use of Mobile: Saudi Standards, Metrology and Quality Organization (SASQ)


Digital Strategy: Emirates Group


Digital Pioneer: DMCC


Digital Agency: User Vision


Digital Team: Emirates Group

Gulf Employee Experience Awards 2017 Winners

Overall Winner: National Bank of Fujairah


Employee Engagement: Egypt Express


Employee Insight & Feedback: Etisalat


Nationalisation: National Bank of Fujairah


Inspiring Leader of the Year: Abdella Ahmed Al Ali – DMCC


HR Team of the Year: National Bank of Fujairah