Customer Standards Rise

TDT | Manama

Email: mail@newsofbahrain.com

Bahrain has formally established its first professional association dedicated to customer experience, marking a step towards strengthening service standards and institutional practice across the Kingdom.

The Customer Experience Association was formed following its first general assembly meeting held on December 6th, 2025, during which its inaugural board of directors was elected.

Leadership Team

The board is chaired by Nada Al Gassab. Sanaa Al-Maayouf was elected Vice President for Administrative and Member Affairs, Hanan Hasan as Vice President for Public Relations and Events, and Raed Abdullah as Vice President for Scientific and Technical Affairs.

Zahraa Eid was appointed Treasurer, Amal Mohammed Jihad as Secretary, while Dr. Ahmed Al Banna, Ahmed Al-Nuaimi, Enas Al-Fardan, Mohamed K. Alaali and Mohamed Isa were elected as board members. Feras Ahmed was appointed as an advisor to the board.

The association aims to promote a customer-centric culture, establish professional standards and adopt best practices to improve service quality and enhance beneficiary satisfaction.

Strategic Vision

Nada Al Gassab described the launch as a pivotal step in Bahrain’s professional and social work landscape.

She said the association seeks to serve as a strategic partner in developing an integrated customer experience system, transferring global best practices and adapting them locally.

She added that it will work to position itself as a primary reference for practitioners in the field, develop a comprehensive model aligned with global changes and equip institutions with tools to enhance customer satisfaction.

The association also plans to issue strategic documents outlining its objectives and launch initiatives to empower Bahraini professionals with the skills required to keep pace with developments in customer experience management.