Wasay Mumtaz

Throughout my career, I have been deeply engaged in shaping customer experiences across diverse sectors—telecom, IT services, and public sector. Starting with Nielsen, I led large-scale customer satisfaction and segmentation projects for government entities in tourism, education, labor, and energy. These studies provided key insights that informed service design and were foundational to Vision 2030 initiatives in Saudi Arabia.

At Zain KSA, I revamped the market research and insights practice to directly influence customer-centric offerings. By introducing new frameworks for CSAT and brand health monitoring, I helped launch post-paid and mobile broadband packages that led to measurable improvements in market share and customer satisfaction.

In my journey at solutions by stc, I evolved from market research into strategy and innovation leadership, where customer experience became a core lever of transformation. I built competitive intelligence systems that enhanced engagement, designed all-hands communication platforms that lifted employee engagement to over 90%, and drove adoption of OKRs and product performance frameworks that made CX a board-level conversation. Currently, as Director of Sustainability & Innovation, I integrate CX with innovation, sustainability, and digital transformation—embedding customer voice into intrapreneurship programs, new digital products, and sustainability strategies.

I see customer experience not as a single function, but as a strategic enabler of growth, sustainability, and transformation. My work has consistently bridged insights with execution—whether launching frameworks that improved customer satisfaction, aligning employee engagement to strategic goals, or co-creating with clients through innovation labs.Joining CXPA, I want to contribute my perspective from Saudi Arabia’s fast-evolving digital ecosystem, where customer expectations are driving large-scale government digitization and sustainability programs. I believe in sharing practices on embedding CX into strategy, governance, and innovation, while also learning from global peers who are reimagining what experience means in the digital age.Above all, I aim to bring a practical yet visionary approach—transforming customer insights into tangible results, and linking CX to business growth, cultural change, and societal impact.