Maen El-Baz
Dubai
Summary
Dynamic visionary customer experience leader with 25+ years of experience in banking, government, and corporate sectors with a proven track record excelling in CX strategy and transformation. Special matter expert in building CX departments and enhancing client satisfaction and loyalty through effective communication and problem-solving. Strong emphasis on team collaboration, achieving results and business growth, and adapting to evolving needs. Skilled in conflict resolution, process optimization, and customer relationship management. Known for reliability and proactive approach to improving service standards.
Overview
2026
2026
years of professional experience
1
1
Certification
Work History
Head of Customer Experience
Abu Dhabi Islamic Bank (ADIB)
2021 - Current
- Managed escalated customer issues promptly, ensuring timely resolutions and maintaining positive relationships.
- Supervised daily operations and sales functions to maximize revenue, customer satisfaction, and employee productivity.
- Conducted regular performance reviews with team members, fostering professional growth and development.
- Handled complaints, provided appropriate solutions, and alternatives within appropriate timeframes and followed up to achieve resolution.
- Cultivated a supportive team environment that encouraged open communication, collaboration, and continuous learning to drive exceptional performance outcomes.
- Built client relationships by responding to inquiries, identifying and assessing clients' needs, resolving problems, and following up with potential and existing clients.
- Established and scaled ADIB's Customer Experience Department , leading a team of 15 professionals.
- Designed and implemented bank-wide CX strategy and operating model , aligned with digital transformation and customer-centricity objectives.
- Introduced Voice of Customer (VoC 360°) Framework , driving actionable insights and service enhancements.
- Designed and rolled out CX KPIs and dashboards to monitor performance across key customer journeys.
- Enhanced critical digital and physical customer journeys , improving satisfaction and reducing friction.
- Active member of ADIB Group Service Council, Digital Steering Committee, and Zero Bureaucracy Initiative .
Advisor – Government Services
Prime Minister's Office
2016 - 2021
- Maintained up-to-date knowledge on industry trends and regulations, ensuring accurate advice was provided to clients at all times.
- Developed long-lasting relationships with clients to ensure consistent retention and loyalty.
- Managed risk effectively by closely monitoring client portfolios and making timely adjustments.
- Utilized advanced CRM tools to track client interactions efficiently while maintaining detailed records of their individual goals, preferences, and concerns.
- Designed the UAE Government Service Excellence Program strategy and operating model.
- Developed the Proactive Services Initiative (Ministry of Possibilities).
- Co-created the first counter-less government service center (Services 1, Emirates Towers) .
- Authored the Customer Happiness Manual covering journey mapping, customer expectations, and service design tools.
- Co-designed UAE Government-Wide Customer Happiness Training Program in collaboration with University of Central Florida & Dubai Parks and Resorts Training Center.
Director – Strategy
Dubai Holding
2011 - 2016
- Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
- Enhanced team collaboration through regular communication, goal setting, and performance evaluations.
- Established a culture of continuous improvement by fostering open communication channels and empowering employees to voice their ideas.
- Cultivated a positive work environment that fostered employee engagement, increased retention rates, and boosted overall team morale.
- Designed and implemented Customer Service Strategy & Framework across hospitality, real estate, and entertainment subsidiaries.
- Mapped critical customer journeys and established service KPI dashboards.
- Assessed and enhanced organizational excellence and customer experience maturity across subsidiaries.
- Designed and rolled out Service KPIs and dashboards to monitor performance across key customer journeys.
Business Excellence & Quality Specialist
Previous Roles
1999 - 2011
- Quality & Excellence Senior Manager , Dubai International Capital (Dubai Holding Subsidiary)
- Business Excellence Manager , Capital Industries & Investments
- Business Excellence Specialist , Dubai Municipality
Education
MBA - Business
American University of Dubai
Dubai01-2005
Bachelor of Science - Industrial Engineering
University of Jordan
Jordan01-1999
Skills
- Cross-functional collaboration
- Customer empathy
- Data analytics
- CX Strategy & Transformation
- Digital Banking & Service Innovation
- Customer Insights & Voice of Customer (VoC) Analysis
- Journey Mapping & Service Design
- Organizational Excellence (EFQM, ISO)
- Stakeholder Management
- Training, Mentoring & Coaching
Accomplishments
- GCXA Award – Best Use of Customer Insights and Feedback (2025).
- Sheikh Khalifa Excellence Award – Diamond Award (2023).
- ICXS 2019 Certification (2022)
- ISO 10004 Certifications for VoC framework (2021).
- Named among Top 25 CX Leaders in MENA, 2025 .
- International CX Awards Judge (multiple panels).
Certification
- CX Leadership Circle – Customer Institute, London (2025)
- CCXP – Certified Customer Experience Professional – CXPA (2021)
- Certified EFQM Assessor – EFQM (2008)
- PMP – Project Management Professional – PMI (2006)
Languages
English
Bilingual or Proficient (C2)
Arabic
Bilingual or Proficient (C2)
Timeline
Head of Customer Experience
Abu Dhabi Islamic Bank (ADIB)
2021 - Current
Advisor – Government Services
Prime Minister's Office
2016 - 2021
Director – Strategy
Dubai Holding
2011 - 2016
Business Excellence & Quality Specialist
Previous Roles
1999 - 2011
MBA - Business
American University of Dubai
Bachelor of Science - Industrial Engineering
University of Jordan
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