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Dr. Wafa Snaineh (she/her)

President, Gov. Design Academy

Dr. Wafa currently supports several whole-of-government CX transformation programs in the Middle East region and is collaborating with CX professionals in Canada, USA, UK, NSW and Estonia to advance the global research agenda of CX in the public sector.

In her capacity as a board member in the International Foundation for Customer Experience in Government, Dr. Wafa has overseen the research project that resulted in developing the 4Ds framework for CX transformation in the public sector and she is currently leading a global research project on the significance of the Customer Effort Score for customer perception in the public sector. Dr. Snaineh is the author of the XQual framework for measurement of emotional customer experience which has helped multiple governments improve their customer perception measurement practices. She was the architect of Life in Abu Dhabi service design lab, as well as City Makers, the design lab of the Government of Dubai. She is currently supporting Abu Dhabi Government Program for Effortless Customer Experience. She has led the development of the omni-channel service delivery standards in the kingdom of Saudi Arabia and contributed to the definition of its digital transformation measurement method.

Dr. Wafa is the lead author of Dubai Model for government services and has played a founding role in Dubai Model Center and in developing Hamdan Bin Mohammed Program for Smart Government. She has a bachelor’s degree in industrial engineering, a master’s degree in performance management, a post graduate diploma in research methods and a PhD in customer experience management. Prior to relocating to Canada, Dr. Snaineh was the co-founder of HNW Research and Management Consultancy, and she continues to support the firm as a chief strategist for some of its most strategic projects. She is currently the president of Gov. Design Academy based in Ottawa, Ontario.



What is the hype with Customer Experience in the public sector? The story behind the International Model for Customer Experience in Government

This presentation will introduce the inception background of the 4Ds framework that underpins the International Model for Customer Experience in Government and will outline the significance of its four dimensions in assessing and advancing holistic CX maturity in public sector organizations. See more.
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