Qaalfa is a vice president and is the global lead for Marketing & Strategy Innovation. He previously lead the M&S consulting practice in Europe, the Middle East, and Africa (EMEA). He has authored two books on customer experience: Customer Experience: Future Trends and Insights and Achieving Customer Experience Excellence.

Previous Work Experience
Before Forrester, Qaalfa was the chief consulting officer of Beyond Philosophy, a boutique customer experience consultancy. Prior to that he was managing consultant with Round, a strategy firm that he helped win the CRM Innovation of the Year award. He has also been director of Internet strategies and consumer practices at Fulcrum Analytics, a strategic CRM and marketing firm. Earlier in his career, Qaalfa held senior roles with Schering-Plough Pharmaceuticals, Citibank, and the City of New York, where his team oversaw medical, physical, and psychological occupational health standards. In addition to being an award-winning professor, he is a regular conference presenter.
Qaalfa’s experience spans the globe, including: Russia, Turkey, Saudi Arabia, United Arab Emirates, Singapore, China, Japan, Nigeria, South Africa, Europe, and the USA. His clients have included Federal Express, Maersk, American Express, Standard Chartered, Barclaycard, Capital One, Aflac, Assurant, Baloise, Aviva, Etisalat, Turkcell, T-Mobile, Pfizer, Merck, M.Video, Ikea, and Chanel, among others..

Education
Qaalfa holds an M.B.A. in international business and management from New York University and three other master’s degrees, in statistics, psychology, and health administration, from the City University of New York.