“Asiacell ’ s mindset starts from the premise that everyone in the company is here to serve the customer ”
CHRA HUSSAIN , CCO , ASIACELL
and personalisation of our services in order to make sure that we are doing our best to meet those customers ’ needs ,” says Hussain . “ It ’ s about creating an adaptive learning process focussed on serving the customer better for everything the company does .”
She emphasises that any effective approach to designing new services requires solid customer insights to understand what customers are looking for in a telecommunications provider . At Asiacell , that commitment to understanding customers ’ needs and wants is baked into operations at a fundamental level . “ Asiacell is the only telecom company in Iraq that conducts extensive user research before even generating its first design specifications for a new product ,” she explains .
Whether it ’ s the adoption of artificial intelligence ( AI ), big data analytics , or agile organisational methodologies , Hussain stresses the fact that “ Continuous improvement is key to the success of any digital transformation mission .”
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