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Cambridge Service Alliance

At the forefront of service transformation in the digital era

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Programme and Speakers

2019 CSA Industry Day Conference Programme and Speakers

The programme for this one day conference consists of presentations from leading industry players, plus an opportunity to take part in workshop discussion sessions on four topical themes. This year the themes were - Digital Transformation Strategy; Blockchain: the application of emerging technologies; Digital platforms driving new business models; Customer Experience Analytics. 

The conference is wrapped up with a panel session at the end of the day.

08.30  Registration
09.15  Welcome - Andy Neely, Cambridge Service Alliance
09.30     Keynote speaker - Graham Budd, Arm
Keynote speaker - Sheldon Hee, Singapore Airlines
11.00     Refreshments
11.30     Keynote speaker - Ashish Gupta, HCL Technologies
Keynote speaker - Alex Bazin, DHL/FLEC
13.00     Current research elevator pitches
13.15     Lunch
14.00     Keynote presentation - Mohamed Zaki, Cambridge Service Alliance
14.45     Refreshments
15.00     Workshop discussion sessions
16.00     Panel session
17.00     Close


Keynote speakers for 2019 were:



Empowering Flexible Employment in Logistics

Alex Bazin, Managing Director, FLEC (a DHL Venture JV)

As Managing Director of FLEC (A DHL Venture JV), Alex has been focusing on delivering the company’s mission to unlock the value of flexible employment for a new generation of lifestyle workers. Working on projects as small as a single hospital ward and as large as an entire country’s immigration system, Alex has been able to experience the real societal impact of technology. FLEC allows him to continue to combine work which has a societal purpose and delivers long-term value. He has had an internationally focussed career, and prior to his current role he spent over ten years at the leading Japanese System Integrator, Fujitsu. There, he led multinational and remote teams across technology areas as diverse as biometrics, the Internet of Things, artificial intelligence, application services and cloud.

Graham budd


The Fifth Wave of Computing 

Graham Budd, President and Chief Operating Officer

Graham became President and COO in 2018, having been Arm’s Chief Operating Officer since 2008. Prior to this he was EVP and General Manager of the Processor Division from 2005. Graham joined Arm in 1992 as a VLSI design engineer and led the development of several of Arm's early system-on-chip designs. Since then he has held a number of engineering, marketing and operations leadership roles. Graham has been a member of the Arm Executive Committee since 2005, and was appointed to the Board in 2017. 

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Ashish Gupta

Digital Adoption - Lessons from Leading Organisations in Unlocking New Opportunities for Digital Success 

Ashish Kumar Gupta, Corporate Vice President, Head EMEA (Diversified Industries)

Ashish Kumar Gupta is Corporate Vice President, Head EMEA (Diversified Industries), at HCL Technologies. Under his leadership HCL has grown to become one of the more recognized ITO Services Providers in Europe growing the business at a CAGR of >70% over the last 7 years.

In HCL his career has been focused on starting new businesses propositions and making these successful across India, US and since 2004 in Europe and Middle East and Africa. Amongst the biggest of them was the conceptualization and execution of Remote Infrastructure Management Services that eventually led to the formation of a large Indian Infrastructure Outsourcing industry and HCL achieving a dominant leadership position in that industry due to Ashish’s pioneering efforts. This Industry is today estimated by McKinsey-NASSCOM to be a $30bn opportunity by 2020 for the Indian IT Industry alone.

Ashish is widely respected as one of the more disruptive voices in the IT Outsourcing and Cloud space. He has spoken at many prestigious Industry platforms and continues to drive thought leadership for HCL and the ITO industry at large.

An engineering graduate with a management degree from the Indian Institute of Management, Calcutta, Ashish lives in London with his wife and two daughters.

He likes reading, hiking and innovation in business models. He is passionate about HCL contributing to society and is actively working to enable HCL to develop partnerships with organizations like the Prince’s Trust in the UK and other geographies it works in, in EMEA. Ashish also has a NGO “Dharkan Unlimited” through which he impacts directly areas which he and his family are passionate about.

Read our interview with Ashish - Digital strategies with a customer-centric mindset.

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Sheldon Hee

Customer experience leadership in the digital world

Sheldon Hee, General Manager UK & Ireland, Singapore Airlines

Appointed as General Manager UK & Ireland in April 2016, Sheldon first joined Singapore Airlines as a software engineer in a development role before being appointed as the business lead to implement a new CRM database and frequent flyer engine for Singapore Airlines. He has since served in a variety of leadership roles in sales, marketing and general management across the Singapore Airlines group over the last two decades, including a stint as a Board Director for Virgin Holidays. Sheldon is a passionate advocate of innovation and customer satisfaction as a key driver of brand value, and has led efforts to connect the SIA brand with consumers through promoting its unique blend of authentic and personalised service, both in his last role as Vice President, Marketing Communications & Development as well as in his current role in the UK.

Singapore Airlines
Mohamed Zaki

Customer Experience Analytics: What customers are really thinking, feeling and doing?

Mohamed Zaki, Deputy Director, Cambridge Service Alliance

Mohamed’s research interests lie in the field of machine learning and its application on Digital Manufacturing and services. He uses an interdisciplinary approach to data science techniques to address a range of real organizations’ problems such as measuring 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, Journal Service Management, 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 an 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.


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Professor Andy Neely, Pro-Vice-Chancellor: Enterprise and Business Relations at the University of Cambridge    

Founding Director, Cambridge Service Alliance

Professor Andy Neely is Pro-Vice-Chancellor for Enterprise and Business Relations at the University of Cambridge and former Head of the Institute for Manufacturing (IfM). He is a Fellow of Sidney Sussex College and Director of the Centre for Digital Built Britain and Founding Director of the Cambridge Service Alliance. He is widely recognised for his work on the servitization of manufacturing, as well as his work on performance measurement and management. Previously he has held appointments at Cranfield University, London Business School, Cambridge University, where he was a Fellow of Churchill College, Nottingham University, where he completed his PhD and British Aerospace. He was Deputy Director of AIM Research – the UK’s management research initiative – from 2003 until 2012 and was elected a Fellow of the Sunningdale Institute in 2005, a Fellow of the British Academy of Management in 2007, a Fellow of the Academy of Social Sciences in 2008, a Fellow of the European Operations Management Association in 2009 and a Fellow of the Royal Academy of Engineering in 2018.

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