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His Excellency Saeed Al Mulla (he/him)

Executive Director, Customer Experience Affairs, Department of Government Enablement, Abu Dhabi

His Excellency Saeed Al Mulla is a prominent figure in the domain of public service transformation, embodying the principles of innovation and collaboration. He currently leads the groundbreaking Abu Dhabi Program for Effortless Customer Experience, uniting over 60 government entities to streamline public services for effortless access and use.

This pioneering vision started while he was the Executive Director of Customer Experience at the Abu Dhabi Executive Office, which is responsible for overseeing Abu Dhabi’s strategic and executive plans. The wide scale implementation continues under his leadership at the Department of Government Enablement which has a dedicated Customer Experience Affairs division.

Prior to this, Saeed held leadership roles at the Abu Dhabi Digital Authority (ADDA) and was a driving force behind the Dubai Government's service improvement initiatives like the “Hamdan Bin Mohamed Program for Smart Government” and "City Makers".

With nearly two decades of experience and a background in service design and facilitation, Saeed has been at the forefront of transforming more than 300 government services, leading to savings exceeding half a billion dirhams (over USD $136 million), to date.

Saeed holds an MBA from Kwansei Gakuin University in Japan and a BSc in E-commerce from Higher Colleges of Technology, UAE.


Inspiring & Interacting

Effortless Customer Experience by Design: Abu Dhabi Government Case Study

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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