October 16, 2025
Tawuniya Shares the Importance of Top-Down CX Transformations
The CXM team are seeing more transformation stories coming from the Saudi region than ever before.
This week, at Experience KSA – an experience management event organized by New Metrics in partnership with Medallia, Customer Experience Magazine spoke with HH Princess Jwaher Al Saud, Executive Director of Customer Experience, Tawuniya.
Her Highness shared how Tawuniya — a regional leader in the insurance sector — turned a visionary goal into a full-scale cultural and digital transformation that has positioned the organization as a benchmark for customer experience (CX) excellence in Saudi Arabia.
A Vision That Sparked Transformation
Tawuniya’s journey began with a clear, top-down commitment from leadership to make CX a defining competitive advantage.
“Our transformation journey at Tawuniya started with the vision from the previous CEO and the current CEO on the importance of customer experience,” explained Her Highness Princess Jwaher Al Saud. “Tawuniya wanted to differentiate itself within the market — and the way to do that was through customer experience.”
That leadership vision soon cascaded throughout the organization, igniting a company-wide effort to understand customer needs, identify experience gaps, and build the capabilities needed to deliver excellence.
“We geared up and started working on identifying what we needed to achieve best-in-class CX,” she said. “That’s really how the whole transformation started.”
To follow the entire conversation see the video here.
