The CX Transformation Journey
Our purpose is to facilitate the global trade ecosystem and strengthen KSA’s position as a regional trading hub by digitalizing the entire trade value chain for our customers and stakeholders.
OUR KEY OBJECTIVES TO SUPPORT THE PURPOSE
Driving efficiencies in data integrations and systems reliability
Enabling a seamless digital trade journey using innovative technologies
Engaging and building trusting relationships with our customers and stakeholders
Establishing and embedding a customer-centric approach and culture
Strengthening CX function, capabilities and operations
OUR STAKEHOLDER ECOSYSTEM
To guide our transformation journey, we defined our stakeholder ecosystem and identified the core customers
We changed our perception of core customers who are
importers and exporters who are facilitating trade via KSA.
Our secondary customers are integrators who enable the trade process
customs brokers, shipping agents, freight forwarders etc.
Government entities are not customers
They are Value Chain Partners serving the same community of customers.
Building a customer-centric culture starts with a shift in mindset that cascades across our organization and value chain partners
The Future
Import Trade Journey
To fulfill our purpose, we are working on the ideal journey co-designed with real customers and the connected value chain partners, focusing on their current needs and challenges they face across all channels and touchpoints.
- 15+ sessions
- 8 Customs Brokers
- 6 Shipping Agents
- 5 Transporters
- 4 Traders
The Future
Import Trade Journey
To enable end-to-end digital journeys, we developed a design system, introduced new features and interactions delivering in a consistent and intuitive user experience across channels.
spend an average of 
40 MINUTES on the portal
Channels
web portal, mobile application and tablet application
We streamlined user experience by combining segregated manual back-ends processes of Fasah and Saudi Customs to allow customs brokers to register and apply for licenses quick and easy.
Customers can also add and manage users, privileges and access levels.
REGISTRATION
& ACCOUNT MANAGEMENT
DASHBOARD
Self-service dashboards to offer a customized overview of services and stats providing transparency to all parties involved.
Quickly find top service providers enabled by our trustworthy rating mechanism!
Customs Brokers can now submit an import declaration in on portal or using a tablet app in just under 7 minutes! They can view they process and summary anytime during the process, and save a draft.
minutes in the as-is
minutes with no smart solutions
minutes with smart solutions
DECLARATION
MANIFEST
We grouped fields into understandable sections by splitting complex information into chunks and indicating the progress and summary to assist customers along the way.
We also redesigned tables to track transactions and requests and make changes using quick actions to provide users with flexibility.
Our mobile and tablet app experiences equip users with the functionalities they need to perform transactions via their preferred channel.
For example, traders can easily authorize and send documents to customs brokers and view end to end journey of a trade.
Imagine the
Future of
FASAH
Continue prioritizing the customer journeys for redesigning the future customer experience, implement a cohesive VoC program to provide the customers with the tools to have their voices heard, develop a robust operating model for the CX department that will deliver our CX vision and objectives
Define
the next
wave
Customer experience is the responsibility of each one of us.
Be an ambassador of the customers, placing their needs at the heart of everything we do
Collaborate and support other departments to serve customer needs
User Scenarios with front-end design - Invision links
TO - BE Journeys - portal
Full cycle - Mobile and Tablet Apps
Fasah between
the past and the present
Fasah 1
Fasah 2
