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During the masterclass titled “Mastering the Customer-Centric PMO: A Value-Driven Approach to PMO Excellence” on the final day of the 10th Dubai International Project Management Forum (DIPMF) 2025, participants emphasised the importance of aligning organisational communication and services with customer preferences. They stressed that entities—whether government, semi-government, or private—should shift their focus away from technical jargon and operational details, prioritising instead the benefits and value customers seek in the services, solutions, and products provided to them.

The session featured Americo Pinto, Managing Director of PMO Global Alliance; Stuart Easton, CEO of Transparent Choice; Juan Carlos Saldala, Chief Planning and Project Officer at DP World; and Managing Director, MENA Region, Project Management Institute (PMI). Moderation was led by Raya Rammal, a TV presenter with Dubai Media Incorporated.

Participants in the session agreed that developing effective strategies to achieve a "Customer-Centric" approach involves significant challenges and complex experiences. However, these challenges equip project management teams with a diverse set of skills, enabling them to engage effectively with customers, who are the cornerstone of organisations and their services, products, and solutions.

The discussion also underscored the importance of cultivating a culture of innovation, creativity, and excellence by implementing best practices to realise this goal. Additionally, participants highlighted the need to empower project management teams, providing them with opportunities to present innovative and creative ideas. Such empowerment ensures the development of ambitious plans that prioritise customer satisfaction, firmly placing customers at the forefront of organisational and corporate priorities.