One Platform, One Experience: Qatar’s Unified Citizen Experience Platform Transforms Government Service Delivery

This article is part of the 2025 Report: GovCX Trailblazers Case Studies, published by the International Foundation for Customer Experience in Government. The report aims to advance the global dialogue on Customer Experience (CX) in the public sector by highlighting innovative practices from around the world and setting benchmarks to help governments strengthen their CX initiatives.

In 2022 and 2023, Hassan Ibrahim; an Advisor at Qatar’s Civil Service and Government Development Bureau, and former Government Development Executive and Deputy Chairman of the Qatar Government Excellence Award (2022–2023) led the development and implementation of Qatar’s Unified Citizen Experience Platform. This national initiative was designed to modernize service delivery and embed customer experience (CX) as a strategic function of government.

With over 18 years of leadership in public policy, strategy, and commercialisation, Hassan was at the forefront of a major transformation that sought to unify digital and physical service channels, standardise service quality, and incorporate citizen feedback into service design.
“The goal was to unify digital and physical service channels, standardise quality, and incorporate citizen feedback into service design.”

To support this transformation at scale, the Civil Service and Government Development Bureau established a Citizen Experience Centre of Excellence (CoE)- a centralized entity responsible for leading omnichannel service delivery, cross-agency alignment, and real-time performance management. The CoE plays a key role in operationalizing Qatar’s National Vision 2030 by building a competitive, citizen-focused government.

The Unified Citizen Experience Platform introduced an AI-powered omnichannel interface that integrates services from multiple ministries. Citizens and residents can engage with government services through a variety of channels—online, mobile, in-person, and contact centers—without navigating agency silos.

The Unified Citizen Experience Platform introduced an AI-powered omnichannel interface that integrated services from multiple ministries. Hassan highlighted.

In parallel, the team launched:

• Cross-agency service standards
• Automated workflows to reduce manual approvals and duplication
• A network of government quality ambassadors.
• Citizen co-design labs to embed lived experiences into redesign efforts

as Hassan Explained: “We trained a network of government quality ambassadors and launched citizen co-design labs to support service redesign.”

The Citizen Experience CoE serves as the institutional backbone for this effort—consolidating efforts from around 40 public agencies into a unified ecosystem focused on personalised interactions, data-informed improvements, and continuous service innovation.

The Unified Citizen Experience Platform contributed to more accessible, responsive, and human-centered public services. It helped shift the perception of service delivery from an administrative function to a national performance indicator. “The platform contributed to better service experiences and signalled a shift in perspective.” acoording to Hassan.

Through automation, AI, and omnichannel integration, citizens now benefit from reduced service fragmentation, faster turnaround times, and simplified access regardless of the agency or channel they choose.

What Made It Work: Hassan attributes the platform’s success to three key enablers:

Its success was shaped by executive sponsorship, agile piloting, and embedding customer experience governance across institutions.

• Executive sponsorship ensured that ministries and agencies aligned around a shared CX mandate.
• Agile piloting allowed for iterative testing and adjustment across platforms and service flows.
• Embedding CX governance across institutions helped establish common expectations, consistent practices, and a unified approach to service improvement.

Despite its success, the initiative faced predictable challenges; namely data fragmentation and inter-agency coordination.

However, decentralized design empowered agencies to adapt service improvements to their specific contexts, while shared performance incentives helped align interests and priorities across sectors. As Hassan Explained: “While challenges such as data fragmentation and inter-agency coordination emerged, we addressed them through decentralised design practices and shared incentives.”

Qatar’s Unified Citizen Experience Platform demonstrates how a whole-of-government approach to citizen experience can fundamentally reshape public service delivery. It reflects a new way of working where citizen needs are placed at the center of institutional design and a new way of thinking.

When viewed through the lens of the International Model for Customer Experience in Government, the Unified Citizen Experience Platform illustrates how ambition, coordination, and human-centric design can reshape an entire service ecosystem. It brings Direction to life by translating a national CX vision into an actionable mandate backed by leadership commitment and a Centre of Excellence that anchors long-term transformation.
Through Design, the platform reflects a deep understanding of people’s lived realities through using citizen co-design labs, omnichannel journeys, and continuous feedback loops to ensure every improvement is grounded in real experience.
And through Delivery, it transforms previously fragmented touchpoints into consistent, responsive, and personalized experiences across digital and physical service channels, demonstrating how systems can evolve when institutions prioritize coherence, accessibility, and trust.