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Cambridge Service Alliance

At the forefront of service transformation in the digital era


Dr Mohamed Zaki is the Deputy Director of the Cambridge Service Alliance at the University of Cambridge, A research centre that brings together the world’s leading firms and academics to address service challenges.

Mohamed’s research interests lie in the field of machine learning and its application on Digital Manufacturing and services. He uses an interdisciplinary approach of data science techniques to address a range of real organizations’ problems such as measuring and managing customer experience and customer loyalty. Other research interests include digital service transformation strategy and data-driven business models. 

Mohamed’s research has been published in highly-ranked journals, Journal of Service Research, Harvard Business Review, Expert Systems with Applications, Journal Service Management, Journal of Business Research, International Journal of Operations and Production Management, PloS ONE, Journal of Production Planning & Control, Journal of Services Marketing as well as an edited book, book chapters and many conference articles. 

Mohamed raised over £5 million from research council and industry to fund his research. Mohamed is a principle investigator, research manager and co-investigator in many UK research council projects (e.g. EPSRC, ESRC and Innovate UK) and industrial research projects sponsored by international organisations such as IBM, BAE Systems, Caterpillar, Rolls-Royce, Zoetis, Pearson, CEMEX, PWC and HCL technologies. 

He is a recipient of international awards (2016 and 2017) from the Marketing Science Institute on customer experience analytics and digital customer initiatives. Also, he is a recipient of the 2019 Robert Johnston Award for Highly Commended Paper from Journal of Service Management, 2018 Highly Commended paper Award from Journal of Services Marketing, 2017 British Academy of Management best development paper award, 2015 Runner-up for the AMA Best Services Article, 2015 one of four finalists Journal of Service Research Best Article Award. 

Mohamed does consultancy and training on the topics of customer experience, digital transformation, and the application of AI to predict customer loyalty and engagement. He works on projects with companies including Manchester United, Thomson Reuters, Caterpillar, Lei Shing Hong Limited, Finning UK, Capital Machinery Limited, and Mitsubishi Heavy Industries.  


Key publications: 

Published/Accepted Journal Articles 

  • Zaki, Mohamed, McColl-Kennedy, J. R and Neely, Andy (2021), AI can help you hear what your customer are trying to tell you!, Harvard Business Review, available at
  • Barravecchia, Federico,Franceschini, Fiorenzo,Mastrogiacomo, Luca, Zaki, Mohamed (2021), "Research on Product-Service Systems: topic landscape and future trends", Journal of Manufacturing Technology Management, Forthcoming
  • Gaiardelli, Paolo, Giuditta Pezzotta, Alice Rondini, David Romero, Farnaz Jarrahi, Marco Bertoni, Stefan Wiesner, Thorsten Wuest, Tobias Larsson, Mohamed Zaki, Philipp Jussen, Xavier Boucher, Ali Z Bigdeli, and Sergio Cavalieri (2021), “Product-service systems evolution in the era of Industry 4.0,” Service Business.
  • Oti-Sarpong, Kwadwo; Parn, Erika; Burgess, Gemma; Zaki, Mohamed (2021), Transforming the construction sector: an institutional complexity perspective, Construction innovation: Information, process, ManagementForthcoming.
  • Frumosu, Flavia Dalia, Abdul Rauf Khan, Henrik Schiøler, Murat Kulahci, Mohamed Zaki, and Peter Westermann-Rasmussen (2020), “Cost-sensitive learning classification strategy for predicting product failures,” Expert Systems with Applications, 161, 113653.
  • Parasuraman, A; Ball, Joan; Aksoy, Lerzan; Keiningham, Timothy; Zaki, Mohamed (2020), "More than a Feeling?: Toward A Theory of Customer Delight", Journal of Service Management, Vol. 32 No. 1, pp. 1-26.
  • Holmlund, Maria, Yves Van Vaerenbergh, Robert Ciuchita, Annika Ravald, Panagiotis Sarantopoulos, Francisco Villarroel Ordenes, and Mohamed Zaki (2020), “Customer experience management in the age of big data analytics: A strategic framework,” Journal of Business Research, 116, 356–65. 
  • Zaki, Mohamed, McColl-Kennedy, Janet (2020),"Text Mining Analysis Roadmap (TMAR) for Service Research", Journal of Services Marketing, Vol. 34 No. 1, pp. 30-47. 
  • Zaki, Mohamed, (2019), "Digital Transformation: Harnessing Digital Technologies for the Next Generation of Services", Journal of Services Marketing, 33 (4),429-435.
  • Zaki, Mohamed, Theodoulidis, Babis, Shapira, Philip, Neely, Andy, Tepel, Matthias (2019), “Redistributed Manufacturing and the Impact of Big Data: A Consumer Goods Perspective”, Journal of Production Planning & Control, 30 (7), 568-581.   
  • McColl-Kennedy, J. R., Zaki, M., Lemon, K. N., Urmetzer, F. & Neely, A. (2019). “Gaining customer experience insights that matter”, Journal of Service Research, 21(1), 8-26.
  • Ruth N. Bolton, Janet R. McColl-Kennedy, Lilliemay Cheung, Andrew Gallan, Chiara Orsingher, Lars Witell, Mohamed Zaki, (2018) "Customer experience challenges: bringing together digital, physical and social realms", Journal of Service Management, 29 (5), 776-808.
  • Timothy Keiningham Joan Ball Sabine Benoit (née Moeller) Helen L. Bruce Alexander Buoye Julija Dzenkovska Linda Nasr Yi-Chun Oh Mohamed Zaki , (2017) "The interplay of customer experience and commitment", Journal of Services Marketing, Vol. 31 Iss: 2.
  • Zaki, Mohamed, Babis Theodoulidis, Philip Shapira, Andy Neely, and Efe Surekli (2017), “ScienceDirect The Role of Big Data to Facilitate Redistributed Manufacturing Using a Co-creation Lens: Patterns from Consumer Goods,” Procedia CIRP, 0, 680–85.
  • Wyllie, Jessica, Benjamin Lucas, Jamie Carlson, Brent Kitchens, Ben Kozary, and Mohamed Zaki (2016), “An Examination of Not-For-Profit Stakeholder Networks for Relationship Management: A Small-Scale Analysis on Social Media,” PloSONE,11 (10), e0163914.
  • Hartmann, Philipp Max, Mohamed Zaki, Niels Feldmann, and Andy Neely (2016), “Capturing Value from Big Data - A Taxonomy of Data-Driven Business Models Used by Start-Up Firms,” International Journal of Operations & Production Management36 (10), 1382-1406.
  • Villarroel Ordenes, Francisco, Babis Theodoulidis, Jamie Burton, Thorsten Gruber, and Mohamed Zaki (2014), “Analyzing Customer Experience Feedback Using Text Mining: A Linguistics-Based Approach,” Journal of Service Research,17 (3), 278-295. The paper has been selected as one of four finalists for the Journal of Service Research Best Article Award for 2014. Also, it has been selected to be one of must-reads article of Marketing Science Institute (MSI) available at:
  • Zaki, Mohamed, Theodoulidis, Babis, and David Díaz (2011). “Stock-touting” through spam e-mails: a data mining case study. Journal of Manufacturing Technology Management, 22(6), 770–787. Doi: 10.1108/17410381111149639.
  • Duggimpudi, R., Abdou, H., and Mohamed Zaki (2010). An evaluation of equity diversified mutual funds: the case of the Indian market. Investment Management and Financial Innovations, 7(4), 77–84. 

Books, Book Chapters and Case Studies

  • Satzger, G., Patricio, L., Zaki, M., Kühl, N., Hottum, P. (2018), Exploring Service Science, 9th International Conference, IESS 2018, Karlsruhe, Germany, September 19–21, 2018, Proceedings
  • Zaki, Mohamed and Andy Neely (2018 Forthcoming), "Customer Experience Analytics: Dynamic Customer-Centric Mode" in  Handbook of Service Science, Paul P. Maglio and Cheryl A. Kieliszewski and James C. Spohrer and Kelly Lyons and Yuriko Sawatani and Lia Patrício, eds., Vol. 2: Springer International Publishing AG
  • Zaki, Mohamed, Theodoulidis, Babis, Diaz, David (2018 Forthcoming), “Ontology-Driven Framework for Stock Market Monitoring and Surveillance, Handbook of Global Financial Market: Transformations, Dependence, and Risk Spillovers, Sabri Boubaker and Duc Khuong Nguyen, World Scientific
  • Christopher Turner, Ashutosh Tiwari1, Jose Luis Rivas Pizarroso1, Mariale Morenol, Doroteya Vladimirova , Mohamed Zaki , and Martin Geißdörfer (2017), Digital Redistributed Manufacturing (RdM) Studio: A Data-Driven Approach to Business Model Development, Sustainable Design and Manufacturing 2017, Smart Innovation, Systems and Technologies 68, Springer International Publishing
  • David Diaz and Mohamed Zaki “Lo ‘Big’ y lo no tanto”, (2017), Dynamics of innovation made in LATAM “Dinámicas de la innovación made in LATAM”, Spanish Translation
  • Zaki, Mohamed, Bøe-lillegraven, T., and Andy Neely (2016). A Transition Towards a Data-Driven Business Model (DDBM): A Case Study of Nettavisen Online Newspaper Publishing. SAGE PublishingDoi:


  • Tim Pearce, Felix Leibfried, Alexandra Brintrup, Mohamed Zaki and Andy Neely (2020), International Conference on Artificial Intelligence and Statistics
  • Tim Pearce, Mohamed Zaki, Alexandra Brintrup, Andy Neely (2019), Expressive Priors in Bayesian Neural Networks: Kernel Combinations and Periodic Functions, Conference on Uncertainty in Artificial Intelligence (UAI)
  • Pearce, Tim, Zaki, Mohamed, Neely, Andy (2018), “Bayesian Neural Network Ensembles”, Third workshop on Bayesian Deep Learning (NeurIPS 2018)
  • Pearce, Tim, Anastassacos, Nicolas, Zaki, Mohamed, Neely, Andy (2018), Bayesian Inference with Anchored Ensembles of Neural Networks, and Application to Exploration in Reinforcement LearninginInternational Conference on Machine Learning (ICML).
  • Khan, Abdul Rauf, Schioler Henrik, Zaki Mohamed, Kulhci Muat (2018). Rare-events Classification: An approach on Genetic Algorithm and Voronoi Tessellation, The 22ndpacific-Asia Conference on knowledge Discovery and Data Mining.
  • Pearce, Tim, Mohamed Zaki, Alexandra Brintrup, and Andy Neely (2018), “High-Quality Prediction Intervals for Deep Learning: A Distribution-Free, Ensembled Approach,” in International Conference on Machine Learning.
  • Doroteya Vladimirova, Martin Geissdoerfer, Miying Yang, Mohamed Zaki, Christopher Turner, Ashutosh Tiwari (2017). A Conceptual Framework for Sustainable Re-distributed Manufacturing Business Models based on Data-driven Decision Making in British Academy of Management conference. Best development paper award
  • Zaki, M., Kandil, D., Neely, A. (2016). The Fallacy of the Net Promoter Score: An approach using big data for customer loyalty assessment and prediction. In Frontiers in Service Conference.
  • McColl-Kennedy, J. R., Urmetzer, F., Zaki, M., & Neely, A. (2015). Unmasking details that matter in customer experience management using prescriptive analytics. In Frontiers in Service Conference.
  • Zaki, M., Li, C., & Neely, A. (2015). A Taxonomy of Data-Driven Business Models Used By Service Firms: Knowledge Discovery Through Text Mining. In Frontiers in Service Conference.
  • Zaki, M., & Neely, A. (2014). How data play a role in optimising service in complex service network. In Frontiers in Service Conference.
  • Zaki, M., & Neely, A. (2014). Optimising Asset Management within Complex Service Networks: The Role of Data. In EurOMA conference(Vol. 2012, pp. 1–10).
  • Zaki, M, Theodoulidis, B, (2014). “Analyzing Stock Market Fraud Cases Using a Linguistics-Based Text Mining Approach”. FEOSW 2014: 2nd International Workshop on Finance and Economics on the Semantic Web.
  • Zaki, M., Diaz, D, and Theodoulidis, B., (2012). “Financial Market Service Architectures: A “Pump and Dump” Case Study,” In 2012 Annual SRII Global Conference.
  • Villarroel, F., Burton, J., Zaki, M., Theodoulidis, B., and Gruber, T. (2012). “Analysing Customer Feedback on Resource Utilisation: A Case Study Review of Compliments and Complaints through Text Mining,” In Frontiers in Service Conference.
  • Theodoulidis, B., Zaki, M., and Diaz, D. (2012). “Examining Higher Education as a Service System,” In Frontiers in Service Conference.
  • Ordenes, F. V., Zaki, M., Theodoulidis, B., and Burton, J. (2012). “Service Modeling of Compliments and Complaints and Its Implications for Value Co- Creation,” In Applied Human Factors and Ergonomics, San Jose, California, U.S.
  • Theodoulidis, B., Solís, D. D., and Zaki, M. (2011). “‘Carbon Footprint Innovation: A Higher Education Case Study’,” In EURAM2011, pp. 192. Available at
  • Diaz, D., Zaki, M., Theodoulidis, B., and Sampaio, P. (2011). “A Systematic Framework for the Analysis and Development of Financial Market Monitoring Systems,” In 2011 Annual SRII Global Conference IEEE, pp. 145-153 available at
  • Theodoulidis, B., Diaz, D., and Zaki, M. (2011). “‘Carbon Footprint’ Innovation through Environmental Information Management,” In 2011 Annual SRII Global Conference IEEE, pp. 506-516 Available at
  • Zaki, M., Theodoulidis, B., and Solis, D. D. (2010). “A Data Mining Approach for the Analysis of ‘Stock-Touting’ Spam Emails” In, pp. 70-79.
  • Zaki, M., and Diaz, D. (2010). “Using Text Mining to Analyze Quality Aspects of Unstructured Data : A Case Study for ‘ stock- touting ’ Spam Emails,” In Americas Conference on Information Systems (AMCIS),pp. 364 available at

Features and Industry White Papers

    Videos, Podcasts and Webinars

    Deputy Director, Cambridge Service Alliance
    Dr Mohamed  Zaki
    Not available for consultancy


    Person keywords: 
    Service Experience
    Big Data
    Machine Learning
    Business Analytics
    Data Driven Business Model
    Data Analytics
    Customer Experience

    Cambridge Service Alliance

    Welcome to the Cambridge Service Alliance…

    • a unique global alliance between leading businesses and universities;
    • bringing together the world's leading firms and academics;
    • all of whom are devoted to delivering today the tools, education and insights needed for the complex service solutions of tomorrow.


    Latest news

    Mitsubishi Heavy Ltd Industries Visit - November 2022

    15 November 2022

    Prof Mohamed Zaki was invited by the Mitsubishi Heavy Industries to run the Digital Service and Customer Experience workshop with the Research & Innovation Center team. Thanks for the invitation, hospitality and the great discussions about the future of the next generations of services in asset heavy Industry.

    Bouygues Construction joins the Cambridge Service Alliance

    27 May 2021

    We are delighted to announce that Bouygues Construction has joined the Cambridge Service Alliance, Institute for Manufacturing (IfM), University of Cambridge as a new industry member alongside our existing partners HCL Technologies , Caterpillar Inc. , Perkins Engines Company Limited and CEMEX . Press release

    'Using AI to Track How Customers Feel — In Real Time' published in the Harvard Business Review

    13 May 2021

    The paper 'Using AI to Track How Customers Feel — In Real Time' by Mohamed Zaki, Janet R. McColl-Kennedy and Andy Neely has been published in Harvard Business Review.