abdul latif jameel



Middle East

Celebrating 75 years in business, Abdul Latif Jameel has used their automotive and infrastructure expertise to diversify into new sectors that contribute to the ‘infrastructure of life’ in the MENAT region.

Looking to reposition their Body & Paint division and extend its value proposition to encompass crash repair and offer other after-sales services, ALJ looked to CGA to help them.


ALJ appointed CGA to help them fix the basics, bring the current operational standards to a consistent level and create a fit-for-purpose customer experience foundation to respond to market demand. CGA guided ALJ on the pilot launch of the new ‘Autohub’ brand and value proposition, and its underpinning customer experience. ALJ needed to balance existing B2B relationships with direct to market B2C opportunities and identify the potential to digitise the customer journey to deliver significant customer benefits.


CGA deployed a range of tools and proprietary techniques to help ALJ Body & Paint transform its core business model to create an enduring future. These included:

  • Proposition, customer promise and outcomes development
  • Employee coaching and development
  • Leadership coaching
  • Transformation planning
  • Concept development

The deliverables of the survey were amazing as we could really distinguish the pain points as seen by the customers and therefore construct initiatives in order to remedy these. I fully recommend CGA to handle your customer experience project.

Ibrahim HassanMarcom General Manager, Abdul Latif Jameel


The transformative programme resulted in a redefined value proposition for the new Autohub brand, leveraging ALJ’s established, reputational trust and innovation in convenience and service.

CGA designed a bespoke voice of the customer feedback programme, with in-built capacity for service-failure recovery and closing the loop. Alongside this, CGA developed a new B2B partner feedback programme, gathering feedback from different client functions to understand areas for business process improvement and productivity gain.
The programme also included the development of new innovative service concepts to provide customer support and convenience to customers when they need it most.


We love talking all things customer and employee experience. If you’d like to understand how we can navigate your business through this world, get in touch.

Find us at CGA, The Granary, High
House Farm, Gomshall Lane,
Shere, GU5 9BU