SEWA wins four awards at Global Customer Experience 2025 in London

The achievement highlights Sharjah’s leadership in digital transformation and customer service excellence, as SEWA competed against leading global public and private organisations.

SEWA achieved first place globally in two categories: Best Digital Transformation for organisations over 50 years old and Best Innovation in Customer Service. The Authority was also ranked in the top three worldwide for Best Customer Experience and Best User Experience, recognising its excellence in creating seamless, human-centric digital services.

Success built on strong competition and global recognition

Dr Hussain Al Askar, Director of Customer Service at SEWA, stated that the awards followed fierce competition involving over 380 international institutions shortlisted across various categories. He emphasised that this achievement marks a new global recognition of SEWA’s refined customer experience and outstanding digital capabilities.

AI-driven platforms at the core of transformation

Dr. Al Askar emphasised that winning first place in Best Digital Transformation demonstrates SEWA’s success in automating 90% of customer service functions through the AI-powered “Naffaa” platform, fully integrated with internal systems. The Authority also achieved first place in Best Innovation in Customer Service thanks to the smart transformation model supported by the virtual assistant, which has become a regional benchmark for AI adoption in government services.

Excellence in customer and user experience

SEWA’s ranking among the top three globally for Best Customer Experience and Best User Experience emphasises its ability to blend digital efficiency with human touchpoints, delivering unified, intuitive, and seamless digital interfaces for all customers.

A result of visionary leadership and institutional culture

The achievements stem from a clear vision and leadership by Sharjah’s authorities, backed by years of structured institutional efforts. SEWA has built a smart, integrated, and sustainable service ecosystem driven by digital transformation, process re-engineering, and AI integration at every stage of the customer journey.

Innovation-driven operations and internal development

Khaled Theyab, Customer Service Operations Consultant and Head of the Awards Team, stated that this international success arose from a comprehensive operational strategy focused on automating 90% of services via the virtual assistant, unifying customer experiences across platforms, and using AI to analyse customer behaviour and provide proactive services. He affirmed that the awards reflect global confidence in SEWA’s ability to deliver smart, sustainable, and world-class services.