Developing talent: Zain hosts masterclass for Commercial executives across the Group

• Establishment of a Commercial peer group to develop differentiated business models and value propositions focused on delivering more on Customers’ needs.
• Establishment of a Commercial peer group to develop differentiated business models and value propositions focused on delivering more on Customers’ needs.
• Best practice and latest trends presentations from Vodafone, Strategyzer, Seven Brands, and Oliver Wyman.

Zain Group, a leading mobile telecom innovator in eight markets across the Middle East and Africa, hosted a three-day masterclass in Kuwait between October 12-14, 2015, in which Commercial executives from across Zain operations gathered to exchange best practice information, participate in interactive workshops and listen to industry commentators and specialists.

During the course of the year, there have been a number of changes to the leadership teams as related to the Chief Commercial Officer / Commercial Lead community within Zain, and the company used the masterclass to guide its senior staff on the improvement of their service delivery levels in areas such as customer experience management.

An array of impressive guest speakers also participated in the training, including representatives from Vodafone, business model consultants Strategyzer, branding agency Seven Brands, and management consultants Oliver Wyman.

The main goals of the masterclass included the formation of a community within the new commercial leaders; working on methodologies for constructing new business models and end-to-end value propositions; looking into new commercial business models, for example, platforms, software, and insurance; and identifying critical insights and best practice approaches in key areas.

Commenting on the successful masterclass, Zain Group CEO, Scott Gegenheimer said, “Talent development of our key personnel is a critical element for Zain to succeed in delivering on the digital lifestyle to our customers. We are confident that the Commercial leadership masterclass will breed more understanding and effectiveness amongst peers from across the Group, and improve the impact of their overall activities on our business.”

Approximately five weeks of online training was required before the masterclass commenced, and was set to assist the participants in areas such as the preparation for future challenges facing Chief Commercial Officers; helping them to understand the business models of the industry’s new competitors; defining full end-to-end value propositions leveraging all elements of the marketing mix; and allowing participants to move beyond traditional telco approaches and thought processes.

A series of workshops were also undertaken for the masterclass and incorporated areas including value propositions, business models, brand and market communications substantiation; pricing promotions and customer value management; and digital customer experience.