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The Institute is led by its founder and taught by a small group of practitioners who work in customer operations, finance and data. Each profile lists the programs that person teaches.
At a glance
Founder and Chairman
Ahmad Samir founded the Institute and wrote the IACS-7 Standard. He has spent more than twenty years in customer operations, on the side of the business where the cost of friction is paid: contact centers, service operations and cost-to-serve models, and today leading customer experience planning and design for a national telecommunications operator.
He is the author of the Customer Value Trilogy and its companion, The Friction Economics Standard, and has trained and advised teams in Egypt and the Gulf on putting customer experience into the language of finance.
Founding Fellows
Each of them works in customer operations, finance or data. Between them they cover strategy, governance, audit and data science.
Founding Fellow, strategy
Leads the School of Friction Economics and Solvency
Works on the unit economics of customer and digital investment: where money spent on experience pays back, and where it does not. He brings an accounting background to every customer case.
Bachelor of Accounting, Cairo University. Postgraduate degree in Customer Experience Management, the American University in Cairo.
Founding Fellow, governance
Leads the School of Applied CX Practice
Works on the governance of automation and AI in customer operations, so that scaling a process does not scale its errors. His practice covers customer journey mapping and design, the voice of the customer and digital experience.
COPC Certified Implementation Leader. BSc Electrical, Electronics and Communications Engineering, Cairo University.
Founding Fellow, audit
Leads the School of Customer Operations Excellence
Works on audit diagnostics: the playbooks that find high-cost, high-friction journey loops. A decade in digital support and process improvement, with a focus on data analysis and journey design.
BSc Electrical and Electronics Engineering. Certified Training Professional.
Founding Fellow, data science
Leads the School of CX Data, Analytics and AI, and the research program
Works on the mathematical soundness of IACS-7 and the design of the Institute's research program. A data science and AI manager and lecturer, specializing in operations research and applied machine learning.
Bachelor of Dentistry, Ain Shams University. MSc in Operations Research, Cairo University, where his PhD in Operations Research is in progress.
Faculty
Experienced trainers can apply to teach Institute programs. Faculty are assessed and approved by the Institute itself, from 2027 through its Faculty Accreditation Program. This is the Institute's own approval, not accreditation by an outside body.