The National Center for Performance Measurement (ADAA) operates under the direct supervision of the Prime Minister of Saudi Arabia. Its core mission is to implement standardized performance measurement frameworks across public sector institutions, using unified models, tools and KPIs so that those institutions operate efficiently and deliver strong services. ADAA supports the Kingdom's Vision 2030, strengthens communication between government entities and their beneficiaries, identifies service gaps and offers guidance for improvement.

The annual Hajj pilgrimage is one of the largest religious gatherings in the world. For the Saudi government, delivering a seamless, safe and spiritually fulfilling pilgrimage is a top priority, and ADAA works with the Ministry of Hajj so that every pilgrim has a journey that is respectful and well organized, from booking a flight to the return home.

Doing that depends on real-time feedback across touchpoints such as travel, accommodation, rituals and post-pilgrimage support. Before deploying an advanced feedback system, ADAA lacked it. There were no real-time insights from pilgrims and no way to capture multilingual feedback from a globally diverse audience. Existing tools were inefficient for measuring and monitoring satisfaction across the different stages of the pilgrimage, and the center had limited ability to present feedback data quickly and comprehensively to stakeholders.

The timing constraint was severe. Any platform had to be fully operational within a short window aligned to the Hajj season, reach pilgrims from diverse linguistic backgrounds, capture feedback across all journey touchpoints and give internal teams access to real-time reports and dashboards.

ADAA selected XEBO.ai for a robust, customizable and user-friendly CX platform that could be stood up at speed. The differentiators ADAA cited were real-time implementation of surveys, multilingual capability, brand-aligned interfaces, white labeling and omnichannel reach.

Surveys were published in Arabic, English and Urdu so pilgrims arriving from different countries could respond in their own language. The interfaces were designed to reflect ADAA's visual identity and hosted under ADAA's own domain through white labeling, so the feedback request came from the center rather than from a third-party tool. XEBO.ai integrated the survey solution with SMS gateways to widen reach and maximize response rates.

XEBO.ai deployed the surveys and custom dashboards within seven days, in time for the onset of Hajj. A flexible dashboard gave key decision makers real-time visibility of incoming feedback and simplified reporting. Touchpoints covered booking across flights, hotel, road and train, food, the ritual pilgrimage experience and post-travel activities, so a response could be traced to a specific stage of the journey.

The end-to-end integration kept data collection and action in a continuous loop through the season. The platform's agility and scalability suited high-volume feedback within a limited deployment window.

• Surveys and custom dashboards deployed within seven days, ready for the onset of Hajj
• 25% response rate achieved, described as a benchmark for an operation of this scale
• Feedback captured in Arabic, English and Urdu from a globally diverse pilgrim audience
• Real-time dashboards let ADAA leadership monitor satisfaction and respond swiftly
• Surveys hosted under ADAA's own domain and styled to its visual identity
• User experience improved across touchpoints through timely feedback and actionable insights