 Welcome to Geneva and WSIS Forum 2022 and I'm joined by her excellency Mrs. Dina Fares who is Acting Director-General in the Department of Digital in the Emirate of Ajman. Welcome. And you're here to participate in the country workshop speaking about a really interesting concept. I think it's called the concept of total experience. So tell us about that. So we are coming from the Department of Digital Ajman. Digital Ajman is the entity that is behind the digital transformation plan of the Emirate of Ajman along with all local and federal entities. We started our journey in 2017 to digitalize services where it was taken from its as is process to an electronic form. And at that point of time we were really busy building the infrastructure, digital infrastructure that will help the government entities to have a smooth transition from the traditional way of providing services to the digital form. We reached in 2021 to 98% of digitalization which is a very high percent but still we didn't see the impact on the society happiness and it didn't meet our aspirations. The wider society. Yes. So we start to do to search around what is missing? What is this that we are doing that we need to do better to reach to a high customer satisfaction and happiness? Since it's one of our main goals in the Department of Digital Ajman the society happiness to keep it at the core of our digital ecosystem. And providing I suppose an equitable access as well which of course is one of the sustainable development goals. Exactly. So we started to read around and search and we found we came across a concept of total experience but actually it was a very promising approach that by engaging your customers and your employees and putting them at the heart of designing government services this gets the buy-in of both customers and your employees because we've seen also that employees experience should not be isolated from the customer experience you should look at this 360 view. And the customers of course being exactly. And we've seen that this is a very good approach that we need to take both perspectives and the stakeholders as well and the users of the services into consideration when designing government services but there was no way on how to do that. The concept was there there was a lot of strategic assumptions made by for example Gartner that 80% plus of governments that will adopt total experience will reach customer satisfaction and employee satisfaction but there was no guide on how to do that. So we first started by building a framework around the concept. We designed and our framework was mainly three components it is about the tools and the guidelines and the human capital the human aspect part because the human aspect those are the people who will deliver this message. So we need to make sure that they are trained they have this mindset in head so when they do the actual service design they adopt the total experience framework and we started to apply it on one of our customer journeys in Ajman and the results came amazing service ambiguity was dropped by 78%. The touch points the customer moving to many points when they when they availed the service came down by around 67% and the overall satisfaction of the customers as well as the employees who are giving the service increased by 38%. In addition to that a lot of savings has been made on the number of papers being used and the time that has been spent that is spent for the service so we started to take this framework and apply it on all government services. And was this being done before COVID? It was done during COVID let's say and it continued with us till today and it's an approach that we are further using and applying throughout the all government entities. We've managed to choose specific number of employees that we trained them they were chosen based on a set of preset skills to make sure that we equip them and we equip them with the right knowledge and then those specialists were injected back in the government entities to foster the culture of total experience and lead the change. Your excellency that's so interesting to hear about thank you very much indeed for joining us. Thank you so much. Thank you.