Miral GXaaS: Redefining service experience with Experience Intelligence

    Service Experience

The challenge

Siloed systems, fragmented data, and inconsistent guest journeys limited Miral's ability to deliver seamless experiences across Yas Island and beyond.

- Absence of a unified data governance model restricted personalization and analytics.

- Manual processes increased cost-to-serve and slowed resolution.

- Vendor/licensing complexity and unclear governance created barriers to AI adoption.

The idea

Define a Guest Experience as a Service (GXaaS) model for Abu Dhabi that would:

- Transition Miral from fragmented, reactive operations to a future-ready, AI-enabled blueprint.

- Establish a unified, experience-led strategy to embed predictive, proactive, and automated capabilities.

- Provide a 3-year transformation roadmap to unlock efficiencies, enable scalability, and prepare for AI adoption.

miral

The experience

We designed a strategic Experience Intelligence model that included:

  • Guest Data & Insights Hub: Blueprint for a unified data layer, predictive analytics, and decision dashboards.
  • AI Concierge Vision: Roadmap for Tier 1 automation, multilingual support, and proactive triage.
  • Future-State Processes: 24 journey redesigns embedding automation triggers and AI-readiness.
  • Cross-Channel Orchestration: Strategy for consistent service across Yas App, concierge, and contact center.
  • Experience Architecture: Proposed modular, API-first blueprint to reduce silos and scale AI capabilities.
  • Governance & Enablement: Recommendations for structured training, adoption frameworks, and ownership clarity.

The impact

Our strategy defined clear, quantified benefits:

  • 30–50% efficiency gains modeled through automation-ready workflows.
  • 10–14% cost reduction projected via optimized cost-to-serve and platform consolidation.
  • AED 25M in savings potential identified across a 5-year horizon.
  • Improved guest satisfaction modeled through faster, proactive, and consistent service.
  • AI readiness embedded into the roadmap, preparing Miral for predictive and personalized engagement.

Why it matters

For guests, the roadmap creates seamless, proactive, and consistent journeys across Yas Island. For staff, it establishes a clear enablement plan, reducing manual load and embedding AI support into workflows. For leadership, it provides a business case with ROI, NPV, and efficiency modeling to guide investment decisions. For Abu Dhabi, Miral positions itself as the orchestrator of GXaaS, setting a regional benchmark for service excellence.

  • 40–50%

    Efficiency modeling.

  • 10–14%

    Cost reduction.

  • AED 25M

    Savings potential.