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His Excellency Saeed Al Mulla (he/him)

Executive Director of the Customer Experience Sector, Abu Dhabi Executive Office

As Executive Director of Customer Experience Affairs at the Department of Government Support in Abu Dhabi, and previously in the Abu Dhabi Executive Office, His Excellency Saeed Al Mulla plays a key role in defining and articulating the strategic vision for public service transformation in Abu Dhabi. Working closely with cross-government stakeholders, he is leading the efforts of the Abu Dhabi Program for Effortless Customer Experience.

He worked previously as the Executive Director of Government Services at the Abu Dhabi Digital Authority (ADDA), and as a Manager of City Makers at the Dubai Executive office.

Saeed has spent the last 19 years of his career playing an instrumental role in​ multiple whole-of-government public service transformation programs, through which he led the efforts of designing more than 300 strategic services. He also contributed to leading the Dubai Government’s service improvement agenda through his work in the Dubai Model for Government Services and the Hamdan Bin Mohamed Program for Smart Government. He contributed to achieving financial savings exceeding half a billion dirhams resulting from efforts to​ improve services.

Saeed is a seasoned service designer and a senior facilitator. He led “City Makers”, the Dubai Government’s service design lab through which he managed the service design efforts of complex as well as strategic public services and ensured their successful transformation in collaboration with the government’s entities.

Saeed holds an MBA from Kwansei Gakuin University, Japan, and a BSc in Ecommerce.


Effortless Customer Experience by Design: Abu Dhabi Government Case Study

November 8, 2023  7:15 PM – 7:45 PM
Introducing the Abu Dhabi Program for Effortless Customer Experience as a pioneering initiative in the holistic implementation of CX practices; with a pertinent focus on the newly emerging concept of effortlessness in service delivery. In a coordinated approach based on 5 strategic pillars, the program aims to transform service delivery across all 67 entities in the Emirate, in a vision to become the world's most effortless government. The session will delineate the origin, implementation, and results of this endeavour so far. See more.
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