In the UAE and across the Arab world, government entities are investing heavily in service design, digital transformation, and proactive customer care. But while most strategies focus on systems and tools, there’s one factor that quietly shapes every interaction: the employee experience.
We chose this topic because the connection between Customer Experience (CX) and Employee Experience (EX) is often discussed separately—but in practice, they are deeply linked. For Arab readers working in government entities, this article provides a practical look at how improving internal culture and wellbeing can directly improve government service outcomes.
The Internal Engine Behind Exceptional CX
Customer experience doesn’t begin at the service counter or on a mobile app. It starts inside the organization, with the people delivering that service.
In the UAE’s federal government, for example, the Institutional Happiness Model places the happy, engaged employee at the foundation of a productive workplace and a satisfied society. According to the federal framework, a workplace that supports wellbeing, growth, and trust produces employees who serve with more focus, empathy, and energy.
Across ministries and local authorities, the message is clear: the better the employee’s journey, the better the citizen’s journey.
What Does Employee Experience Include?
EX is not just about HR systems or team-building. It’s the total experience of being part of the organization:
- Is the mission clear and meaningful?
- Are employees supported, trained, and recognized?
- Can they collaborate, give input, and grow?
In the UAE, the Federal Authority for Government Human Resources has defined EX pillars such as mental health, safe workspaces, flexible schedules, social inclusion, recognition, and continuous learning. These directly impact retention, morale, and service quality.
How EX and CX Work Together
When you invest in EX, you’re investing in better CX. Here’s how:
1. Motivated Employees Deliver Better Service
Employees who feel respected and valued are more likely to go the extra mile. They listen better, respond faster, and solve problems creatively—leading to higher customer satisfaction.
2. Internal Culture Shapes External Reputation
Government entities that prioritize internal wellbeing build a culture of positivity that reflects on every interaction. Citizens notice the difference—especially in high-emotion services like healthcare, immigration, or public benefits.
3. Feedback Loops Improve Both Worlds
CX teams often collect feedback from citizens. EX teams do the same internally. When both insights are shared, gaps close faster. For example, a recurring citizen complaint may reflect an internal process that frustrates both users and staff.
4. Shared Tools and Frameworks Work Across Both
Tools like journey mapping, personas, and satisfaction metrics can apply to both employees and customers. Many UAE entities use design thinking not only for citizens, but also to redesign the employee onboarding or performance experience.
Examples from the UAE Government
- Dubai Electricity & Water Authority (DEWA) ties employee engagement scores to customer satisfaction metrics. Their internal reward system aligns with public service goals.
- Abu Dhabi Digital Authority emphasizes psychological safety and employee feedback as part of its digital transformation programs.
- The Seven-Star Government Services Rating not only evaluates service centers but encourages management to improve employee support structures that impact service quality.
These examples show that EX isn’t just a people issue—it’s a policy tool.
Where to Start?
If you’re building a CX strategy, consider these steps:
- Include HR, learning, and operations in CX planning sessions.
- Use CX tools to map the employee journey alongside the citizen journey.
- Track internal engagement metrics with the same focus as external ones.
- Align leadership KPIs to both customer satisfaction and employee wellbeing.
Final Thought
CX and EX are not two separate projects. They are one continuous experience—two sides of the same public promise.
Looking to deepen your expertise? Impact Associates offers a Professional Diploma in Customer Experience in collaboration with CX Academy, designed specifically for government sector leaders in the Arab region.
