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Under the patronage and in the presence of His Excellency the President of King Khalid University, Prof. Dr. Faleh bin Rajaa Allah Al-Sulami, the university launched yesterday, Monday, the Beneficiary Experience Project (Shamel), at the Exhibition and Conference Center in Al-Far’a University City, with the participation of a group of specialists in the field of beneficiary experience, in addition to the attendance of a number of faculty members, employees, and students. The project aims to achieve a deeper understanding of the beneficiary experience and link the quality of the experience to the quality of institutional performance.
On this occasion, His Excellency the President of the University, Prof. Dr. Faleh bin Rajaa Allah Al-Sulami, emphasized in his speech at the ceremony that the project represents a top priority in the coming phase, noting that current challenges do not stem from the systems themselves, but from the mechanisms of their implementation. His Excellency explained that the launch of the project comes amid a phase of radical transformation witnessed by the university, which requires comprehensive internal development, foremost of which is improving the beneficiary experience across all categories. He affirmed that the next phase will focus on building a more efficient service system, and concluded by emphasizing that the project represents a starting point towards providing a higher-quality university experience that contributes to raising beneficiary satisfaction levels and enhancing the university’s position within the higher education system in the Kingdom.
In this regard, the Director of the Beneficiary Experience Project (Shamel), Associate Professor at the College of Computer Science at the university, Dr. Ali bin Mohammed Al Qarawi, confirmed that the Shamel project has received direct support from His Excellency the President of the University, stemming from a firm belief in its great importance in developing the university’s work, improving its services, and raising the quality of its outputs. He explained that the launch of the project represents a pivotal milestone in the university’s journey and reflects its orientation towards implementing qualitative projects with extended institutional impact that contribute to enhancing performance and improving beneficiary experiences.
Al Qarawi added that the project has entered the actual implementation phase according to a scientific methodology that begins with analyzing beneficiary journeys, understanding their experiences, and identifying improvement priorities, leading to the design of practical scientific solutions and measuring their impact. He emphasized that the project phases will be implemented in coordination with various university entities within a clear governance framework that ensures clarity of roles and consistency of efforts.
Al Qarawi concluded by emphasizing that the Shamel project aims to establish the beneficiary experience as a key pillar in developing policies, services, and decisions, and to build an integrated institutional system for managing it, thereby enhancing performance efficiency, supporting data-driven decision-making, and establishing an institutional culture centered around the beneficiary.
The launch ceremony witnessed a number of accompanying activities and lectures. The attendees also watched an introductory visual presentation about the project, and the operational plan of the project was reviewed. A group of specialists delivered valuable scientific lectures on beneficiary experience. Eng. Abdulaziz Al-Shamsan from Customer Experience Company presented a lecture titled: “Governance of Beneficiary Experience… The Path to Excellence.” Mr. Abdullah Al-Roqi from Riyadh Business Institute presented a lecture titled: “From Customer Voice to Experience Improvement: How We Listen to the Customer’s Voice to Make the Difference They Expect.” Mr. Ahmed Hamed Saleh from Steady Pace Company also presented a lecture titled: “Customer Journey: Between Scientific Methodologies and Human Touches.”
The launch ceremony concluded with honoring the participants in the scientific lectures in recognition of their valuable scientific contributions regarding beneficiary experience.
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