Asian Business Review · 23 Sep, 07:17 · Technology briefing

RSM UAE’s Haifa Balfaqih: Transformation succeeds when it starts with service journey, not technology

RSM UAE’s Haifa Balfaqih argues that successful organisational transformation prioritises the service journey over technology.

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The briefing

The story
in brief.

What happened, who it affects, and why it landed on our intelligence desk — in plain English, sixty seconds or less.

RSM UAE’s Haifa Balfaqih argues that successful organisational transformation prioritises the service journey over technology. According to Asian Business Review, initiatives often fail when they focus solely on digital tools without mapping the underlying customer experience. This perspective challenges the common assumption that technological adoption drives change. Instead, Balfaqih suggests that understanding and optimising human interactions first ensures technology serves a clear purpose. Professionals must recognise that digital strategies are ineffective if they do not align with service design principles. The article highlights the necessity of integrating customer-centric approaches into broader transformation agendas to achieve sustainable business outcomes.

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Your move

What this means
for your career.

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You must shift your focus from technical implementation to service design. This development elevates the value of empathy, process mapping, and customer experience strategy over pure technical proficiency. Professionals in operations, product management, and leadership should pay close attention. If you rely solely on digital tools without understanding user journeys, your impact will diminish. A smart professional would immediately audit current projects to ensure service needs dictate technology choices. You should develop skills in journey mapping and stakeholder engagement. Prioritise learning how to align digital solutions with human-centric outcomes. This approach makes you indispensable in transformation roles, as you bridge the gap between technical potential and practical service delivery.

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