Sarina de Beer | South Africa

Sarina de Beer | South Africa

Title: Director: Client Experience

Company: Ask Afrika

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Translating the social paradigm of CX for C-suit impact


It is the most exciting time to be a CX professional. CX has become a key part of corporate strategy. Major transformations have taken place in the CX arena, unlocked by access to more data and more investment. 


CX innovation and the design of improved experiences, has moved beyond exclusively measuring the relationship between customers and companies to journey mapping, customer engagement, employee mapping and culture. 

At the same time, the CX battleground is becoming increasingly fierce, customer expectations are increasingly more demanding, and executive boards are adding even more pressures, CX leaders need to consider what their next big step will be to bring the future of CX to life.

The talk address key issues currently facing CX professionals including:

  • In a world where data is ubiquitous, what should we be measuring for impact, both from the customer and shareholder view?
  • Should we be looking into more accurate or precise data or is it rather about granularity for impact?
  • We talk about empathy and emotion, but are we losing the human touch in a world where robots and machines dominate the conversation?
  • Do we have the right leadership skills to drive successful CX initiatives and what should authentic CX leadership look like?

Stream 1: Machine and Human Intersections - Who is In - Charge?

Human vulnerability in a machine world

The future of humanity has gained much attention and speculation as what it means to be human in a machine world is driving both cause for optimism and concern. However, based on recent events and trends, it is becoming ever more evident that we as society are ill prepared for the new psychological world we are creating. 

Machines are becoming emotionally powerful, yet we deny the influence of machines and robots on us as individuals and the impact it has on our cultures. The talk explores the meta shifts that has resulted from the blending of machine and human interactions and how its implications for the CX of the future.

  • Extremist behaviours and social triggers you should be considering for approaches and operationalisation of CX
  • The new Maslow and what it means for your CX strategy
  • The passivity – engagement continuum and how it links to customer and employee experience
  • Who should be responsible and accountable for leading CX strategy development and implementation?

About the speaker

Sarina de Beer has two master’s degrees in Psychology and Research Psychology. She started her career as a lecturer at the University of Pretoria, where a driving ambition was born to become a respected researcher. 

This drive flourished at Ask Afrika where she managed to create a synergy between business consulting and research. Sarina has successfully blurred the lines between research and the consultation of business-driven clients to ensure that they derive commercial value from research. 

And – as businesses face much larger, more complex challenges, impacting their ability to drive excellence – Sarina is focused on helping to enable business to become and remain relevant. Her focus is on better navigating client pain points, understanding how this affects them and directing her clients with understanding and context.

Her business exposure lies across a range of industries and she has a passion for identifying social trends that impact brand expectations in the financial-services sector and the media industry.

Together with her team, Sarina is focused on understanding the “why” around research strategy, instead of the “what” by taking a futuristic outlook when it comes to research strategy. Businesses are facing dynamic challenges in achieving excellence and, therefore, Sarina believes it is critical to help them remain relevant in an increasingly complex market, through guiding them with real understanding and context. This approach has ensured the differentiation of Ask Afrika by delivering research projects that enable decision-making.

She is highly committed to the return on investment of human capital, and this is evident by the trust that the employees place in her. Her leisure time is spent with her family, reading and going to the theatre.

About Ask Afrika

Ask Afrika is a full-service market research company with a B-BBEE level 3 rating. With more than 23 years of experience, we partner with clients in the retail, telecoms, financial services, automotive and public sectors for customised research. We work across Africa, which makes us a great partner for multinational companies.

Ask Afrika is a specialist in customised customer service research. Besides having the most extensive proprietary benchmarks, Ask Afrika is also the preferred partner for government and NGOs seeking proactive social research.

The Target Group Index (TGI) survey has a global geographic coverage of 70 markets and measures service, products, media and brands.

Ask Afrika’s knowledge of brands is extensive and TGI is already used by the majority of the top 50 advertisers and media owners in South Africa. TGI complements local and global measurement currencies, and offers the most comprehensive insights into consumer demographics, behaviour, and product and brand usage, with rich attitudinal statements.

The Ask Afrika Group’s exclusive product suite includes the Ask Afrika Orange Index®, TGI, Ask Afrika Icon Brands™ and Ask Afrika Kasi Star Brands.
With us, you can make game-changing business decisions confidently.

Sarina will be speaking at: