News

It is great to see theCXDigital Twinspaper published today - the first to introduce the concept of digital twins toCX Management.Mohamed Zaki has worked on this paper with ProfessorTor Wallin Andreassen(Norwegian School of Economics (NHH),Janet McColl-Kennedy,Dr Len Coote, DrEdgar Brea, DrFiona Willer, AdvAPD, FHEA, GAICD, PhD, andJoel Andrade(UQ B…

Today, members and some of our collaborators of the Cambridge Service Alliance came together to reflect on both individual and team research progress over the past year. We also discussed future plans to help shape our roadmap for 2026 and beyond.Throughout the session, colleagues shared key findings, emerging ideas, new frameworks, and reflections…

The Cambridge Service Alliance and the Service Research Center (CTF) co-hosted an acaedmic event in Sweden at the Karlstad University.This bought together partners from both centres to discuss the future of AI and Agentic Transformation in their industries.At this event we had talks/discussions from:Ranjoy Nag from HCLTechAI and Agentics in Mobilit…

Mohamed Zaki was invited to Linköping University where he had the pleasure of giving a guest lecture.His talk was about how AI can help firms enhance their market competitiveness and predict their share of wallet by leveraging customer signals to differentiate their service experience.It was a great opportunity to connect with academics and PhD res…

We are thrilled to see this year’s KPMG UK Customer Experience Excellence Report titled “The Shift to Agentic Customer Experience”.This is a milestone moment for how organisations are re-configuring CX through intelligent, autonomous, and empathetic AI systems.The report features many great cases and insights that can inspire firms to accelerate th…

It was a real pleasure to take part in Centrica’s Data AI Community Day Annual Conference and deliver a keynote speech on “Using Data and Agentic AI to Transform Customer Experience” The event brought together more than 400 practitioners attending both in person and online. It was great to see the impressive AI initiatives happening across the orga…

Mohamed Zaki has had the pleasure to visit Shandong University in Qingdao, China and deliver a keynote speech at the 7th International Technology Transformation Conference, alongside esteemed academics from around the world.His keynote addressed Agentic AI for Organisational Transformation: From Possibilities to Practical Adoption, drawing on insig…

AI as a change agent in an aging society: towards the sustainable behaviour of service organizations and customersThere has been a NEW publication published in the Journal of Service Management titled as above.This is a wonderful collaboration involving Lars Witell, Allard Van Riel, Hannah Snyder and CSA's very own Mohamed Zaki.Explore how AI and A…

We have hit 1,000 followers on LinkedinA huge THANK YOU to everyone who has helped us reach this milestone!Please visit our page here

We’re proud to share that Mohamed Zaki has received the Highly Commended Paper Award at the prestigious Frontiers 2025 Conference for the paper "Personal Touch in Digital Customer Service: A Conceptual Framework of Relational Personalization for Conversational AI" published in the Journal of Service Theory and Practice.Mohamed Zaki would like to sh…

Mohamed Zaki Shared Expertise on Data-Driven Customer Experience at Universidad de Chile...Mohamed Zaki recently visited the Universidad de Chile, Faculty of Economics and Business to teach a session on "Data-Driven Customer Experience Transformation" to MBA students.  The visit was part of the XXVII FEN International Postgraduate Week which brough…

Mohamed Zaki and Janet McColl-Kennedy presented their paper at the 2025 Naples Forum on Service held in Sorrentol, Italy."Digital Transformation in Primary Health Care Service: Co-creating a digitaltech-humanness approach to care across actor groups in the service ecosystem" The paper is coauthored with Janet McColl-Kennedy, Emma J Baillie, Fiona W…

We at the Cambridge Service Alliance are excited and proud to announce that Mohamed Zaki received the Bo Edvardsson Industry Impact in Services Award at QUIS19 this year.A HUGE thank you to the nomination committee for recognising his work. What made the moment even more special, was receiving the award from Bo Edvardsson himself, alongside Rohit V…

Mohamed Zaki was invited as a keynote speaker at the AI Tomorrow Summit 2025 by the Artificial Intelligence Policies Association (AIPA), where he presented his recent work on how AI agents can be leveraged to personalise customer experiences and drive sales growth. Mohamed has said that "It was a privilege to speak alongside esteemed leaders and ex…

Data - Driven Customer Experience TransformationWe are delighted to announce that after almost two years of writing and refining - Mohamed's new book has been published!Announcement from MohamedThis book is the culmination of my research and professional journey - working closely with a wide range of global organisations and brands to explore how t…