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On 9 October 2025, the ARCET Global Customer Centricity World Series arrived in Dubai, hosted at the Jumeirah Creekside Hotel, gathering senior leaders, CX professionals, and transformation drivers from across the region. The event reinforced ARCET’s role as a global platform for practical, leadership-level conversations on customer centricity — grounded in execution, not slogans.
The agenda focused on one clear theme: customer experience is no longer owned by functions, frameworks, or departments. It is owned by leadership.
Panel: CX Starts at the Top: Leadership, Culture and Accountability
Aslan Patov joined a senior leadership panel exploring how real customer centricity is created — and why so many organizations struggle to sustain it.
One of Aslan’s key points resonated strongly with the room:
Culture can enforce strategy. Strategy can’t enforce culture.
He emphasized that while strategies can be designed, documented, and cascaded, they collapse quickly if they contradict everyday behaviors, incentives, and leadership signals. Culture decides what actually gets done when no one is watching — and therefore what customers truly experience.
Key Reflections from the Discussion
Throughout the panel, several leadership realities were reinforced:
- Customer centricity succeeds or fails at the executive level, not at the frontline
- Accountability must be explicit — CX cannot remain a “shared responsibility” with no owner
- Culture is shaped through decisions, trade-offs, and tolerance for behavior, not internal campaigns
- Leaders don’t need to know every CX tool, but they must model customer-first thinking consistently
The conversation made it clear that CX maturity is less about adopting new frameworks and more about unlearning leadership habits that quietly undermine the customer.
Why the Session Mattered
In a region moving fast on digital transformation, AI adoption, and service innovation, the panel served as a reminder that technology accelerates intent — it does not replace it. Without leadership alignment and cultural clarity, even the most advanced CX initiatives remain cosmetic.
The ARCET Global Customer Centricity World Series 2025 in Dubai offered more than insight. It offered a leadership mirror — one that challenged organizations to look honestly at whether their culture truly supports the experience they promise.
For many in the room, that reflection was the most valuable takeaway.
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