Last week, as part of Falcon 2.0, we began rolling out Customer Centricity 2.0, an enhanced, company-wide workshop series designed to deepen understanding, enhance capability, and instil a stronger customer-first mindset in every employee at Al Masaood Automobiles. This is more than awareness. It is the next step in our broader vision to revolutionise how we think and act across the organisation, making every customer interaction memorable, meaningful, and measurable. The programme reinforces our commitment to consistently delivering seamless, personalised, and convenient experiences across every touchpoint, in a future that is increasingly phygital.
The rollout is already underway, with colleagues from across the organisation — customer-facing and non-customer-facing alike — participating in initial sessions. These workshops are sparking honest conversations around ownership, accountability, and the role each of us plays in shaping the customer experience.
At its core, this effort is a mindset shift. One where every AMA employee is empowered to take deliberate action that creates real value for customers. It is grounded in our core pillar of customer centricity and anchored in values that matter, convenience, courtesy, consistency, and credibility.
Centricity 2.0 builds on the foundations of its predecessor, moving from principle to practice. Over the coming weeks, more employees will complete workshops, followed by targeted sessions for managers and frontline teams, with a deeper focus on leadership, team culture, and customer engagement.
This initiative expands beyond cultural impact, when employees are equipped to deliver relevant, personalised service, the business outcomes are clear, stronger customer relationships, improved retention, greater advocacy, and operational efficiency that scales.
Ultimately, Centricity 2.0 challenges us to act, not passively, but with intention. And it starts with two simple yet powerful questions: What can I do to create value for someone else? And how will they experience that value?