Freelance Retail Trainer

The story of Customer Experience Group (CXG) is a journey of evolution, born from a keen observation in a high-end mall in Shanghai in 2005. It was there that founder Christophe Caïs noticed a significant gap between the luxurious promise of high-end brands and the actual in-store customer experience. This realization sparked an idea: to help these brands bridge that gap by gaining a deeper understanding of their customers. This led to the birth of Albatross in 2006, a company specializing in measuring customer experience. The venture quickly gained traction, securing its first client, Benetton Sisley, in the same year. The initial success, fueled by referrals and word-of-mouth, propelled Albatross's expansion across China and the wider APAC region, with offices opening in Beijing, Guangzhou, Hong Kong, Tokyo, Seoul, Taipei, and Singapore between 2007 and 2010. However, providing actionable insights was only half the battle; clients often struggled with implementation. To address this, Face2Face, a specialist CX training business, was launched in 2010 to equip retail managers and staff with the skills to deliver exceptional customer experiences.

The 2010s marked a period of global expansion for the group, moving into Europe to be closer to key decision-makers for international brands. New offices were established in Paris, London, Moscow, and New York. A significant project in the United Arab Emirates led to the discovery of Dubai as a vibrant, business-friendly hub, strategically located between the North American, European, and APAC markets. This led to the decision to establish the company's headquarters in Dubai. As client relationships deepened, the need for a more unified and strategic proposition became clear. In 2017, the Customer Experience Group (CXG) was born, uniting the various solutions under one stronger, more cohesive brand. The goal was to be a strategic partner that could guide clients on their entire customer experience journey. The final evolution came in 2021, amidst the challenges of the Covid-19 pandemic. The company took the opportunity to strategically review its clients' evolving needs and its own business operations. From this, CXG emerged as a single, unified brand with a clear vision: to be the preferred customer experience transformation partner for premium and luxury brands worldwide. The journey that began with a simple observation continues, driven by a relentless commitment to transforming customer experiences and creating meaningful impact for its clients.