Deaa Al-Najjar

Digital Experience Manager | CX Transformation

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Career highlights

Key skills

Professional experience

Shaped the digital experience strategy, steering multi-vendor transformation programs across customer operations, service excellence, process reengineering, and journey optimization. Directs frontline operations and service governance, establishing baseline metrics and frameworks to align service delivery with enterprise objectives.

• •Replaced legacy Siebel CRM with Salesforce Service Cloud, unifying 4 disconnected systems into a single 360 customer view and lifting CSAT from 76% to 88% alongside a 30% improvement in first-contact resolution.
• •Decreased inbound call volume by 20% and average handle time by 40% through digital deflection to omnichannel self-service channels including mobile app, WhatsApp, SMS, and Email, combined with root-cause resolution.
• •Established the first customer experience governance model and SLA framework covering 100+ service categories, embedding customer satisfaction, effort score, and resolution metrics into core KPI governance.
• •Delivered a multi-vendor transformation program on time and within governance by reengineering 8 core workflows spanning case management, grievance, and finance while directing 5 strategic vendor partners.
• •Deployed Salesforce Agentforce for agentic AI use cases at the frontline, supporting real-time coaching, case summarization, duplicate detection, and service-level agreement risk escalation.

Defined customer experience strategy and operations for Dubai Government flagship products, steering a department of designers and researchers. Managed the CX Department and established evidence-based research practices across government digital portfolios.

• •Redesigned UAE PASS digital onboarding, reducing Customer Effort Score by 90%, cutting registration time from over 30 minutes to under 2 minutes, and increasing CSAT from 81% to 94%.
• •Unified customer experience across 30 plus Dubai Government websites through the Government Websites Unification program, establishing shared guidelines and a design system with the PMO.
• •Established the Middle East government-sector CX Lab and Voice of Customer capability, delivering 55 plus mixed-method studies with 2000 plus segmented participants.

Guided information architecture and user experience design for regional enterprise clients across the Middle East. Collaborated with multi-disciplinary teams including internal developers, copywriters, creative professionals, and external contractors to execute large-scale digital initiatives.

• •Directed user experience and information architecture for the Chevrolet Arabia mobile platform, operating across 10 countries during the General Motors regional rollout.
• •Delivered research-led user experience and information architecture solutions for enterprise clients including EMAAR, TECOM Investments, RAKBANK, and Cleveland Clinic Abu Dhabi.

Guided user experience consulting engagements for Internet Banking and MS Dynamics CRM implementations across five tier-1 Middle East financial institutions, including Mashreq Bank, National Bank of Abu Dhabi, Dubai Islamic Bank, Lebanon Gulf Bank, and Saudi Investment Bank, translating complex regulatory requirements into customer journeys.

• •Authored user experience standards, user manuals, and product guides for VeriPark Internet Banking and CRM offerings.
• •Researched user interface best practices and oversaw design quality across client implementations.

• •Oversaw quality assurance, delivery, and design supervision for e-learning products deployed across EMAAR, Dubai Police, Dubai Civil Aviation Authority, DTCM, Jordan Anti-Narcotics, and Jordan Ministry of Education.
• •Managed development of the CourseBuilder authoring tool, which received an Innovation Award.

• •Replaced legacy Siebel CRM with Salesforce Service Cloud and unified 4 disconnected systems into a single 360 customer view, lifting CSAT from 76% to 88% and improving first-contact resolution by 30%.
• •Reduced inbound calls by 20% and average handle time by 40% through digital deflection to omnichannel self-service and root-cause resolution of the top 5 contact drivers.

• •Redesigned UAE PASS digital onboarding reducing Customer Effort Score by 90%, cutting registration time from over 30 minutes to under 2 minutes, and lifting CSAT from 81% to 94%.
• •Unified customer experience across 30+ Dubai Government websites by managing end-to-end workshops with the PMO to establish shared guidelines and a design system.

• •Delivered UX consulting for Internet Banking and MS Dynamics CRM implementations at 5 tier-1 Middle East banks - Mashreq Bank, National Bank of Abu Dhabi, Dubai Islamic Bank, Lebanon Gulf Bank, and Saudi Investment Bank - translating complex business and regulatory requirements into
• •Authored UX standards, user manuals, and product guides for VeriPark's Internet Banking and CRM offerings, researching UX/UI best practices and overseeing UI design quality across client implementations.

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