New research business to drive service excellence in the region

Business Bureau, Gulf Today

International public services company, Serco Middle East has announced the launch of ExperienceLab. Bringing the first end to end integrated experience research, design and delivery offering to the region, Serco will use the latest data and behavioural insights to help clients transform their customers experiences when they interact with services and digital products in their everyday lives.

Some of the public services that will be set to benefit from the offering are airports, metros, hospitals, government divisions and universities, with clients being able to use the unique understanding of insights generated by ExperienceLab to evolve and adapt their products and services to cater towards their customer’s needs. Serco is already leveraging insights and research conducted by ExperienceLab in Dubai Airports to deliver hospitality and passenger services across key passenger touchpoints.

The launch of ExperienceLab plays testament to Serco’s new business strategy, which focuses on managing people, assets and data with a reinforced commitment to the delivery of excellent customer experiences, supported by an investment in technology and innovation.

Research can be conducted in context of where the service is experienced, or at the new state-of-the-art research facility. The collection and analysis of behavioural data will enable clients to transform their customers’ experience by making enhancements where needed on existing services and products, and for anything new, designing and delivering exactly what the customer wants. Serco hopes that the end result will drive a transformative change across the region to help provide world-class citizen services for those visiting and living in the Middle East.

Commenting on the launch of ExperienceLab, Phil Malem, CEO of Serco Middle East, said: “We have an exciting growth plan for 2020 and the launch of ExperienceLab is an integral part of that. Acting as a wraparound to our strategy of data, people and asset management, ExperienceLab will be key to driving service excellence. Through offering a cutting edge laboratory within our Dubai headquarters, we will be able to service our clients even better through a consultative approach that directly benefits the end user.”

ExperienceLab Director and Research Expert, Kristine Pitts, commented: “We’re proud to be bringing ExperienceLab to the region. When it comes to public services, customers need to have the best experience whenever they interact with a product and service, and ExperienceLab will enable our clients to deliver this through harnessing the power of research, data and insights. It’s an exciting time for the region, and we’re looking forward to rolling out this new offering.” Meanwhile, HP  has signed a memorandum with Classera, the leader in Learning Management System (LMS) and Student Information System (SIS) to provide e-learning solutions for students in the region. The partnership which took place at the Global Educational Supplies and Solutions (GESS) 2020 aims to create an ecosystem where smart hardware is coupled with cutting-edge software to support new teaching methodologies and empower all the key stakeholders in the classroom.

The aim of the partnership is to technologically support the education sector in the region by introducing ‘HP Digital Classroom’ which combines state-of-the-art hardware and software technology to enhance student and teacher in-class experience. Furthermore, ‘HP Digital Classroom’ caters to the growing demand for e-learning solutions that manage and deliver high-quality online classes. These digital classes are designed to enable students excel in their studies to reach their full potential.

Commenting on the partnership, Mayank Dhingra, Education Lead for HP Inc. in the MENAT region said, “We are excited about our partnership with Classera as it brings us a step closer to providing world-class innovative solutions such as ‘HP Digital Classroom’ which is easily accessible and highly-effective for students in this region. Our education solutions are articulate and compelling. This framework gives us a unique differentiation point and sets our product apart from competitors.”

“We are excited about the partnership with HP, and the leading global provider of personal computing devices decision to work with Classera as the strategic partner in LMS opportunities,” – said the CEO of Classera Inc, Mohammad Almadani. “This strategic partnership will create unprecedented opportunity for both governmental and private education institutions to benefit from an end to end solution covering all their requirements in digital transformation space by tapping into the two companies experience serving eLearning.