On Sunday 14th October 2018, over 140 members of the ITSM community joined us for SDI’s first IT Service Improvement Conference in Dubai.

IT Professionals from all across the Middle East came together to network and hear from some of the best speakers on the future of IT service, automation, service improvement and customer service excellence.

Watch the conference highlights video below: 

With Thanks To Our Sponsors 



Event Partner

Speaker Presentations Are Available To Download Below

A Roadmap for a Customer-Centric Service Desk…From SLA to XLA

Ahmed Al-Hadidi, IT Operations Manager, PepsiCo

Ahmed told the story of PepsiCo’s service desk transformation.

Ahmed is accountable for the management and delivery of end-to-end IT services to all PepsiCo business units and users across North East Africa and Eastern Mediterranean. 


Don't Keep Your Processes In The Dark

Antoine Al Ibry, Lead Consultant, ACIS-IT

One of the most significant obstacles in the adoption of IT service management best practice is demonstrating its use and value. Process owners usually struggle to show the benefits of ITSM best practice to a business owner as it may not always directly align with a business’s goals.

In this session Antoine discusses the importance of ITSM and its capabilities linking: People, Process, and Technology. He shows you how to use SDI’s Global Service Desk Standard effectively and overcome the obstacles.

Antoine is a service desk auditor for SDI working with service desks across the Middle East.

How To Achieve World Class Status

Michelle Aston and Stephanie Avraam, IT Service Team, ReAssure

We discovered how the IT service team at ReAssure are striving to achieve World Class status as part of a four year programme of service improvement. The team recently received a prestigious 3 Star Customer-Led rating and were also shortlisted for SDI’s Service Desk of the Year award.

Michelle is responsible for driving through service improvement initiatives to improve customer satisfaction and efficiency within relevant business and IT areas and recently implemented a customer experience programme and an IT “Genius Bar” to add to the portfolio of services offered to customers with their changing workplace.

Stephanie is responsible for managing the day to day running of the ReAssure IT Service Desk team of 12 which supports 2,500 customers and manages relationships between other teams and customers.


The Smart 24/7 Service Desk

Hussam Harakeh, IT Service Desk Lead, King Abdullah University of Science and Technology

A 24/7 Service Desk has many challenges and exciting opportunities for efficiency gains via new technology adoption, smart work methods and constant refinement. Hussam joined us to share his expertise on strategies to increase staff moral, achieve higher throughput capacity, automated KPI measurement and reporting schedules and work-space modifications.

Leading a team of over 24 IT Service Desk Agents and Analysts at KAUST, the forefront research university in the greater Middle East region. A 24/7 Center has many challenges and exciting opportunities for efficiency gains via new technology adoption, smart work methods and constant refinement.

Using IT Service Improvement To Drive Digital Transformation Strategy

Richard Muir, Head of Infrastructure and Operations, Chalhoub

In his session, Richard discussed:

  • What digital transformation means in the retail sector

  • How it presents IT challenges

  • How Chalhoub has baselined their services

  • How they are driving service improvements using simple yet very effective techniques

  • How they are driving IT Services forward demonstrating the Chalhoub Group Value of Entrepreneurial Spirit.

CSI: The Only Way Is Up

Alex Hocking, Professional Services Manager, Marval 

Embedding Continual Service Improvement into your organisation will drive your service delivery to the next level and beyond. In his session, Alex examined how to engineer CSI into your processes so that it becomes second nature to identify improvement activities and provide the data to support their implementation.

Alex Hocking form Marval UK has been immersed in service management for over a decade. Having worked on numerous and diverse ITSM projects he brings a wealth of experience gleaned from all industry sectors. Always taking a holistic view of service delivery his pragmatic and sage advice has helped organisations improve their offerings in myriad areas.

The Bare Necessities; 10 Steps to Service Desk Success

David Wright, Chief Value & Innovation Officer, SDI

Your Service Desk is essential to the success of your organisation and regular reviews are essential to the success of your service desk! Dave talked us through the vital process of stripping back your service desk to its basic components, to identify the top 10 elements key for providing brilliant service.

The Bare Necessities as a concept is a great way to approach service improvement, no matter what position you are currently operating at. Whether you have an established team or are setting up a service desk from scratch you will walk away with some clear ideas on how to deliver top level service to your customers and your business.

David is the Chief Value & Innovation Officer (CVIO) at SDI and he is responsible for creating, curating, uncovering and discovering business value chains for SDI and its customers.

Service Management in the ERA of Machine Learning & Artificial Intelligence

Karim Mawlawi, Principal Solutions Consultant - Digital Service Management, BMC

Karim discussed the transformation that IT departments and businesses have to incorporate to meet a growing millennial workforce.

* the need to use bots within Digital Service Management

* the omnichannel experience demanded by the new generation

* the cognitive capabilities which will help IT departments and business scale beyond traditional “Helpdesk”

Karim is responsible for delivering executive demos, solution demos and proof of values for BMC Remedy Digital Service Management, BMC SmartIT, BMC Digital Workplace and BMC Discovery.

The Era of Experience Is Here!

Nathalie Tousignant, Senior Outbound Product Manager, ServiceNow

Delivering an experience is a distinct business offering that is different from delivering goods or services. Amazon delivers experiences; think about the “just walk-out shopping” experience. And so do ride-sharing applications like Lyft, Uber or Grab. As we enter the 4th industrial revolution, when robots are equipped with Machine Learning algorithms that require little inputs from humans, it falls back on each and every employee to wrap any product or service into an experience.

In this session, Nathalie explored how the 4th industrial revolution is shaping the experience economy and how every Service Desk or Customer Service agent play a key role in delivering an experience.

New Trends In The World Of IT Service Management

Mauricio Corona, ITIL4 Architect and Chief Transformation Officer, SDI

Mauricio Corona is an experienced IT and ITSM professional and is considered as one of the Top 25 Thought Leaders in Technical Support and Service Management and by international media as one of the IT Service Management Top 100 Influencers. He holds nineteen ITIL certifications as well as certifications in COBIT, ISO 20000 and 27000, PRINCE2 and MCP. In addition to teaching graduate-level courses at La Salle University, Anahuac University and Panamericana University in Mexico, Mauricio is also an international speaker.

From Tactical to Strategic – How to begin transforming your ITSM organisation

Duncan Watkins, Senior Consultant, Forrester 

Modern organisations recognise that they need to shift from the tactical to the strategic. Practices such as DevOps, IT4IT and Agile place emphasise on putting your business goals at the front of what you do. Similarly, cloud, effective vendor management and automation mean that IT organisations need to do less of the heavy lifting they traditionally did. But how do you get started on this path? What do you need to do first? And how do you manage this transformation.

In his presentation Duncan discussed why business technology strategy is so important, the business forces that are driving technology change and the principles you should adopt when building your strategy.

Duncan is a Senior Consultant within Forrester’s Business Technology service delivery consulting practice. He is an experienced IT Service Management professional who has worked in consulting, banking, publishing and telecoms companies. As well as IT Service Management, he has extensive experience in Information Security and Programme and Project Management.

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