Insights

Franz Kafka wrote stories where people struggled against systems that felt surreal and overwhelming. His characters faced processes that were endless, rules that were hidden, […]

When someone has a baby, loses a job, starts a business, or needs care for an aging parent, they are not thinking about which department […]

It’s Monday morning. A team gathers for a leadership check-in. The agenda is tight, but one team member challenges a critical decision. The leader, already […]

What does it mean to be customer-centric in a world where expectations are shifting, technology is accelerating, and transformation is unfolding at national scale? For […]

Public services are typically built on three pillars: access, efficiency, and equity. These are foundational goals, and rightly so. But in practice, many services stop […]

Saudi Arabia’s telecommunications industry stands at a pivotal juncture, one shaped not just by infrastructure, but by rising expectations around service quality, innovation, and digital […]

Phenomenology in CX design shapes lived experience through embodiment, temporality, and AI, creating digital interactions grounded in human perception.

In a shift toward citizen-centric governance, ADAA and DGA frameworks are transforming Saudi Arabia’s public sector by turning experience measurement into a strategic driver of Vision 2030.

AI transforms CX through the Extended Mind Thesis by reshaping design, extending cognition, and introducing new ethical responsibilities.