Ahmad Samir is the founder of the Institute of Applied CX Science, a UK-based institute that teaches organisations to measure customer experience in money rather than scores. He has spent 23 years in customer operations, from the contact centre floor to director level at a national telecommunications operator, leading large customer experience, contact centre and digital service teams. His work focuses on cost to serve, repeat contacts, churn and the business case for AI in customer service: the numbers a finance director will accept. He is a Certified COPC Implementation Leader, holds postgraduate qualifications in Total Quality Management and Customer Experience Management from the American University in Cairo, and is the author of The Friction Economics Standard. He teaches in English and Arabic.