Kaushal Doshi

Chief Customer Experience Officer of Al Fardan Exchange

Kaushal Doshi currently serves as Chief Customer Experience Officer for Al Fardan Exchange. He is a Marketing and Sales professional with 20 years of progressive experience, and possesses strong functional skills in Strategic Planning, Digital Marketing, Traditional Media & Marketing. His expertise is focused in business development, channel management and growth marketing. With proven experience in mentoring team members toward improving bottom-line growth and meeting goals, he is able to expand upon his effective relationship management skills and his ability to relate to people at all levels. Kaushal has previously served as AVP of Marketing for UAE Exchange Centre, Vice President, Branch Banking for RBL Bank and Vice President of Marketing for The Royal Bank of Scotland. 

1.  What factors contribute most to your success?


I would say self-discipline, persistence, and a positive attitude. I work hard to fulfill my commitments every day, and I do it with a positive attitude. Nobody is born successful, and that is where persistence and perseverance come in. In the face of failure, we pick ourselves up, dust ourselves off, and throw ourselves back into the battle!


2.  What are your priorities when it comes to organizational change, operational lift and staff development?


We’re actually going through an organizational change as we speak. A whole new structure has been put in place, and I have recently filled all the roles for the CX team which I head. I think adaptation plays a very crucial role, and it is quite a challenge. As for staff development, a positive attitude and eagerness to learn and grow are important as a foundation.


3.  Which digital marketing innovations are most enabling your go-to-market process, customer value creation and campaign effectiveness?


The simultaneous rise of powerful digital players, and millennials as the dominant customer segment is disrupting the whole sector. At our organization we move quickly and decisively to transform our go-to-market channels, models, and culture through technology.  For us, optimized paid search (SEM), maximized organic search (SEO), intelligent lead generation, and data-driven performance management are the most important.


4. How well have you and your marketing team adapted to the virtualized work environment and what have you learned?


We’ve all developed bad working habits. Scheduling too many meetings, having long commutes, and not spending enough time with our families. These times shift them and reset how we work. I believe embracing both virtual and physical and getting the most of them both is the way to go. In a post-pandemic world blending both ways of working will enable us to be mor resilient in the future.


5. Marketing is undergoing a transformation with an emphasis on the digital channel, empowered buyer, fragmented customer journey, etc. How are you adapting?


This digital transformation has given organizations the resources to supply instantaneous communication, seamless cross-channel support, unique customer journeys, and a higher degree of transparency to their customers. Today, these technological advances set the standard and are expected by today’s digital consumer. I have a team of young, diversified and vibrant professionals that understand the transformation, resulting in all of us being on the same page and having the forward thinking.

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