Problem/Situation
Our client is one of the largest government entities in KSA, driven by its ambition to harness its strength in achieving Vision 2030 and its strategic objectives (a vibrant society, a thriving economy, an ambitious nation), and to maintain its culture and values whilst sustaining a modern work environment, facilitating trade effectively and transparently with a focus on customers, using key management methods and the latest international technology.
Our client is one of the largest government entities in KSA, driven by its ambition to harness its strength in achieving Vision 2030 and its strategic objectives (a vibrant society, a thriving economy, an ambitious nation), and to maintain its culture and values whilst sustaining a modern work environment, facilitating trade effectively and transparently with a focus on customers, using key management methods and the latest international technology.
To achieve sustainable development in the medium and long term, it is essential that the Kingdom has its own resources and management capacity. To that effect, our client is focusing on the way its employees interact with their partners and beneficiaries to establish a win-win situation to sustain performance with the highest level of professionalism and credibility.
Client Needs
Whilst the organisation has outlined its vision for the future based on its national role to protect the country and be a global model in the management of its various services and facilitate trade effectively and transparently, they approached VCL—part of ttm associates group—with the need to fulfil the business needs of reskilling the customer interfacing team across the organisation with essential capabilities that would help the organisation thrive and prosper and make it possible for the Kingdom to finance investments in human capital, infrastructure and the provision of services for citizens and businesses with the highest level of compliance, productivity and competitiveness.
Key Challenges Identified
The Level of Trust
The level of trust built between government employees and beneficiaries
The Level of Assertiveness
The level of self-confidence in handling difficult dialogues in a professional, assertive, yet persuasive manner
Accordingly, VCL co-created a learning journey to achieve “positive influence and impact” as a combination of skills, behaviours, knowledge and experiences employees need to succeed in fulfilling the business needs of catering for the future of work and re/upskilling the employees across the organisation in an innovative but practical approach to positively influence beneficiaries that reflects their keen understanding of the organisation’s operating environment and achieves customer centricity and their commitment to achieve the highest degrees of professionalism and transparency.
VCL Solution
TTM/VCL understands the ambitions the organisation wishes to achieve in modernising the government and thinking and working differently to deliver on customer preferences, which have been forever changed; hence, we have put together a solution to reskill the employees across the organisation to keep the business moving forward.
Inspired by our client’s vision and mission to establish a model of excellence and to keep the client at the centre of its focus, VCL delivered an impactful programme that is made of three primary phases, as illustrated below:
Three-Phase Implementation
1
Phase 1
Pre-workshop: preparation with the business to surface the issues and design real-life scenarios
Phase 1
Pre-workshop: preparation with the business to surface the issues and design real-life scenarios
2
Phase 2
The development journey, design and implementation, by inputting the outputs of Phase 1 into the learning journey design to achieve the desired objectives
Phase 2
The development journey, design and implementation, by inputting the outputs of Phase 1 into the learning journey design to achieve the desired objectives
3
Phase 3
Post-workshop: behavioural anchoring and learning impact measurement checklists frameworks, case studies whilst line managers received a customised balanced scorecard to keep track of progress
Phase 3
Post-workshop: behavioural anchoring and learning impact measurement checklists frameworks, case studies whilst line managers received a customised balanced scorecard to keep track of progress
Evaluation Framework
Kirkpatrick’s Model of Training Evaluation offers a systematic approach to evaluating learning programmes based on four levels: reaction, learning, behaviour and results. Whilst traditionally used to assess the effectiveness of training initiatives, this model can also be applied to leadership development programmes to ensure alignment with organisational goals and objectives.
We realise that it is important to ensure that the training reflects changing skills and that we offer an evaluation mechanism to measure the impact of the programme. VCL supports this approach for quality control and learning measurement; it is crucial to employ effective methodologies that enhance individual capabilities and drive tangible business results.
Outcome
Findings of the Forrester Customer Experience Index (CX Index™) suggest that government departments around the world still struggle with substandard customer experience, which hinders mission success. In an AI-driven era, governments have an unprecedented opportunity to reimagine beneficiary experience—making it not only more efficient but more human, more just and more empowering. The key lies in leveraging AI ethically, transparently and strategically—always keeping the citizen at the centre.
Key Learning
Learnt how to communicate in a very influential and compelling manner
Engage in interactive dialogue to build trust and credibility with customers
Understand the importance of patient listening and acknowledge others’ viewpoints through empathy
Maintain focus and control during difficult conversations
Transformation Impact
Furthermore, the programme provided them with practical application on challenging cases from current accounts and benefited from creating new initiatives with AI applications to enhance beneficiary experience to go from reactive communication and enforcement and one-size-fits-all compliance measures to proactive approaches and seamless digital interactions that exponentially accelerated processes that in turn reduced unnecessary burdens on compliant customers.