Building a CX strategy for 1.38 million customers by turning CX into business investment strategy
From fragmented research to one unified customer strategy.
ADNOC Distribution serves over 1.38 million customers across the UAE, but customer intelligence was scattered across multiple research programs. This project transformed fragmented insights into a unified service strategy, behavioral segmentation model, and enterprise CX roadmap that prioritized where the business should invest next.
ADNOC Distribution had no shortage of customer insights, only a shortage of alignment. Customer research existed across segmentation studies, journey evaluations, operational reports, and satisfaction programs, but each answered a different question.
My role was to synthesize these fragmented inputs into a unified customer segmentation, identify the highest-value segments, and design a 4-phase customer experience (CX) strategy that balanced customer needs, operational realities, and business priorities for enterprise-scale transformation.
