I am Dr. Ghizlane Arifine

Strategic leader & Hand-on partitioner With more than 12 years of experience

With a PhD in customer insights and a proven track record working with global organizations, I specialize in leveraging customer data to enhance digital experiences. By transforming raw insights into actionable strategies, I help businesses drive loyalty, growth, and measurable success through user-centric innovation and data-driven decision-making.

I bridge the gap between UX and CX by connecting customer data and analytics with marketing strategies. A seamless digital experience isn’t just about usability, it’s about understanding customer behaviors, emotions, and expectations across every touchpoint. By leveraging data-driven insights, you can create cohesive, personalized, and engaging experiences that drive customer loyalty, increase conversions, and strengthen brand positioning.

My Journey

My journey in Customer Experience (CX) began with a career in academia, where I published research on customer experience in leading journals and presented my findings at global conferences. However, I soon recognized that my expertise could have a greater impact beyond research, helping businesses turn insights into actionable strategies. I then made a career transition to the corporate world.

Over the years, I have worked across hospitality, healthcare, digital business, and B2B gaining a holistic perspective on customer challenges in diverse industries while developing versatile, data-driven solutions that enhance digital experiences, optimize customer journeys, and drive business growth.

 

published work & books

Monograph

This monograph provides a framework for working with data owners, data stewards, and data custodians within an organization, providing tips on how CX professionals and teams can work with a variety of data-related roles within an organization to ensure all data users have access to quality data as well as meet the strategic and operational objectives of the business.A great piece that showcases the power of strong partnerships of data owners, data stewards, and data custodians within organizations. It offers valuable insights and tips for CX professionals on how to collaborate effectively with various data-related roles. The aim is to ensure that quality data is accessible to all and that it aligns seamlessly with the strategic and operational objectives of the business.

monograph

In this monograph, we delve into the world of product development and design. I had the privilege of reviewing this guide, which outlines how CX professionals can enhance their collaboration with product counterparts to drive success for both customers and businesses. The monograph explores department structures, business challenges, and success metrics, offering strategic insights for CX professionals to improve collaboration and jointly achieve their goals.

Expertise

Sector Knowledge

Healthcare

Hospitality

B2B

Digital business

expertise

customer research

NPS tracking

Product development

MARKETING ANALYTICS

Example of Methodologies

Interviews

Focus groups

Surveys

VOC programs

Free consultation

During a free 15-minute consultation, I will conduct an initial assessment of your business needs and present possible solutions.