A new book by Professor Mohamed Zaki of the University of Cambridge is offering professionals a much-needed guide to navigating the evolving world of customer experience. Titled Data-Driven Customer Experience Transformation(Opens in a new window), the publication provides practical frameworks and strategic insight for organisations aiming to use data more effectively to understand, serve and retain their customers.

In addition to authoring this book, Professor Zaki is the course lead of the online programme Data-Driven Design for Customer Experience (CX), offered by Cambridge Advance Online. This course complements the book by translating its core principles into a live, interactive learning experience. Participants engage directly with Professor Zaki in live online sessions and explore how to apply data-driven CX strategies in practice—an ideal format for professionals seeking both strategic insight and real-world application.

Professor Mohamed Zaki(Opens in a new window) is Principal Researcher at the Institute for Manufacturing within the Department of Engineering, and Deputy Director of the Cambridge Service Alliance—an academic-industry partnership focused on digital service transformation. His research sits at the intersection of customer experience, artificial intelligence (AI), and business model innovation. With over 100 publications, an editorial advisory role at the Journal of Service Management, and consultancy experience with more than 50 major global organisations, Professor Zaki brings academic rigour and real-world relevance to the pressing challenges of today’s service economy.

Most recently, Professor Zaki was honoured with the Prestigious Industry Impact Award at QUIS19—a global recognition of his significant contributions to advancing customer experience through applied research and engagement with industry.

In his latest book, Zaki explores how organisations across B2B, B2C, and public sectors—ranging from Manchester United and KFC to Caterpillar and Emirates Airline—are using customer data to drive performance. Key themes include:

• Designing and implementing a data-driven, customer-centric strategy

• Turning complex data sets into actionable insight

• Leveraging emerging technologies, including AI, to disrupt and enhance CX systems

• Applying frameworks across industries to generate tangible impact

Designed for professionals looking to drive transformation within their organisations, both the book and the course provide powerful resources grounded in cutting-edge research and world-class teaching.

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Sonia Arroyo

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Cambridge Advance Online