As part of the partnership between the Portuguese Diaspora Council and Jornal de Negócios, Ladislau Batalha, Global CEO of the International Customer Experience Institute (ICXI) and Founder & CEO of LAB Experience, and Counselor of the Middle East Regional Hub, was interviewed by Jornal de Negócios. In the interview, Ladislau Batalha discussed his professional journey and identified competitive opportunities for Portugal, its economy, companies, and entrepreneurs in general.

1 – WHAT LED YOU TO LEAVE PORTUGAL?

I’ve actually left Portugal on 4 occasions and to 4 different continents. On all occasions, my departure from Portugal was motivated by the desire to grow in international contexts and to understand different service cultures and business models. I have always believed that excellence in customer experience and people management can only be achieved with a global vision. Passing through and residing in countries such as Egypt, Germany, Brazil and the United Arab Emirates, and passing through several leading or emerging markets gave me a unique perspective on how different societies value the human experience – whether as a customer, citizen or employee. Today, this vision is the foundation of my work as Global CEO of the International Customer Experience Institute (ICXI) and Founder of LAB Experience. In addition to the professional component, I have to refer to my own nature and consider myself a kind of “citizen of the world”, born in Mozambique with roots in Goa and a family that has spread around the world. I grew up with the world.

2 – WHAT ADVANTAGES OR DISADVANTAGES HAS THE FACT THAT YOU ARE PORTUGUESE BROUGHT YOU?

I have to say it: being Portuguese is a competitive advantage in itself. We have a rare ability to adapt, to build bridges and to generate intercultural empathy. Our history and language give us a foundation of humanity and diplomacy that the world recognizes. The disadvantage is sometimes the tendency to underestimate and not enhance our own value — we lack the self-confidence and assertiveness with which other nationalities defend their merit. We also lack alignments and growth in communities abroad. Sometimes it seems that we are afraid and ashamed to be ambitious. However, when we do it with conviction, Portugal shines on any global stage.

3- WHAT OBSTACLES DID YOU HAVE TO OVERCOME AND HOW DID YOU DO IT?

The biggest obstacle was learning to transform cultural difference into a point of strength. Working in Brazil, Europe, or the Middle East required understanding highly diverse contexts—religious, social, and business—and balancing innovation with respect for traditions. It was also necessary to prove, over and over again, that Portuguese leadership can be global, technological and strategic. I overcame this with consistency, results, and a service mindset: to lead is to serve, and to serve is to create impact.

4 – WHAT DO YOU MOST ADMIRE ABOUT THE COUNTRY YOU ARE CURRENTLY IN?

In the United Arab Emirates, I admire the ability to execute and ambition without fear. Here, vision and speed go hand in hand. There’s a “why not?” mentality “let’s do it!” instead of “will it be possible?”, which creates a fertile environment for development, innovation, and digital transformation. The country invests heavily in citizen experience, artificial intelligence and excellence in public service — themes that, curiously, align with the work we develop at ICXI and LAB Experience and that could inspire Portugal.

5 – WHAT DO YOU ADMIRE MOST ABOUT THE COMPANY / ORGANIZATION YOU ARE IN?

At the International Customer Experience Institute (ICXI) I admire the purpose and scale of impact. We have created a global ecosystem that sets standards, trains leaders and practitioners, and certifies organizations in more than 60 countries. It’s inspiring to see how an idea—that of transforming the customer and employee experience into a scientific, standardized field—has become an international benchmark. At ICXI, collaboration transcends borders, and every project is an opportunity to take the human experience to the next level. And what I feel, when I walk around the world, is that ecosystems are a fantastic way for individuals and organizations to collaborate in an effective, agile but also solid way.

6 – WHAT RECOMMENDATIONS DO YOU HAVE FOR PORTUGAL, ITS ENTREPRENEURS AND MANAGERS?

Portugal needs to transform its service vision and experience to compete globally. The world no longer values only the product, increasingly global and similar in features, but the emotion and impact that this product generates. I recommend that Portuguese companies invest more in Customer Experience and Employee Experience, not as departments, but as strategic pillars of differentiation. We have talent and creativity; We just lack the courage to scale this ambition and export a national brand of excellence in experience and innovation.

I also believe that it is time for Portugal to invest more in measuring the value generated by the experience — quantifying the return of satisfaction, loyalty and trust. The economy of the future will be an economy of empathy and purpose, and the country has all the ingredients to position itself as a reference in this new paradigm. We must also strengthen the connection between companies, academia and the public sector, creating innovation ecosystems centered on the citizen and the employee. Portugal’s success will come from the ability to align our creative genius with a truly global culture of execution and service.

Portugal also needs to position itself as a hub of excellence in experience and innovation for Lusophony and the world. We have a unique cultural and linguistic network, which allows us to build bridges between Europe, Africa, South America and the Middle East. It is a strategic asset that remains undervalued and that could place Portugal as the “emotional center” of the human experience in the Portuguese language. In addition, the country has to invest more in inspiring leadership, in leaders who understand that experience is the new economic and social value. The future of organizations will depend on the ability to unite technology, empathy and purpose. Portugal has talent, creativity, and reputation — now it needs scale, boldness, and a global narrative that shows the world that service and experience are also part of its national identity.

7 – IN WHICH SECTORS OF THE COUNTRY WHERE YOU LIVE CAN PORTUGUESE COMPANIES FIND CUSTOMERS?

The UAE is a mature market that is constantly reinventing, with a growing demand for technology, AI, customer engagement, data science,  and sustainability. There is room for Portuguese companies in areas such as digital transformation, artificial intelligence, executive training, smart cities and experiential tourism. Portugal has the know-how and reputation to be a strategic partner in a country that values technology-based human solutions.

8 – IN WHICH SECTORS IN PORTUGAL COULD COMPANIES IN THE COUNTRY WHERE YOU ARE WANT TO INVEST?

I see enormous potential in sectors related to artificial intelligence, renewable energy, sustainable tourism, health technologies, digital education, and cultural and sports management. The Portuguese innovation ecosystem — universities, startups, and research centers — is increasingly competitive. For Middle Eastern investors, Portugal represents a natural entry point to Europe, with stability, talent and a culture of trust. Perhaps we need to better communicate this potential and create more solid institutional bridges.

9 – WHAT IS THE COMPETITIVE ADVANTAGE OF THE COUNTRY YOU ARE IN THAT COULD BE REPLICATED IN PORTUGAL?

The UAE’s competitive advantage lies in the systemic vision and coordinated execution between government, companies and international partners. Here, public policies and business strategy go hand in hand, which accelerates results. Portugal could benefit from a similar approach by creating national citizen experience transformation and empowerment programs for leaders in public and private service. Agility in the decision-making process are aspects to be replicated.

10 – ARE YOU THINKING OF RETURNING TO PORTUGAL? WHY?

Portugal is always present, regardless of geography. My connection to the country is constant — through the LAB Experience, partnerships with universities and events such as the CX Summit Portugal. Returning, in my case, is not a physical return, but a continuity of purpose: to contribute to Portugal asserting itself as a world reference in experience, innovation and humanization of management. The real comeback is to see the country occupying the place it deserves on the map of global excellence.