Repeated questions
Customers have to explain the same thing to different people.
Wafa Hasnaoui | Customer Experience Advisor
Transform Customer Experience Into a Competitive Advantage.
Strategic customer experience advisory that helps organizations understand their customers, eliminate friction, and build experiences that strengthen loyalty and business performance.
Only discovery is free. Further advisory is scoped and paid. Meeting details arranged after your enquiry.
- Six Bell telecom brands
- Ottawa, Canada
- English & French
The customer experience challenge
Small moments. Real friction.
When the experience feels harder than it should, start by understanding why.
Inconsistent service
The answer changes depending on the channel or team.
Feedback without action
Useful comments arrive, but the next step is unclear.
Unclear priorities
Teams know change is needed, but not where to begin.
Advisory services
A clear starting point.
A practical way forward.
Choose a focused engagement, or begin with a conversation about what your business needs.
01
CX Strategy & Advisory
Connect customer needs with business priorities. Establish a practical direction for more consistent experiences.
Explore Service02
Customer Experience Audit
Examine the experience customers encounter today. Identify gaps in communication, handoffs and service consistency.
Explore Service03
Customer Journey Mapping
Make key touchpoints and handoffs visible. Understand customer needs, friction and opportunities across a chosen journey.
Explore Service04
Voice of Customer & Feedback
Bring scattered feedback into focus. Create a practical way to listen, identify themes and act on what customers say.
Explore Service05
Service Design & Process Improvement
Connect customer-facing moments with the processes behind them. Clarify handoffs, communication and service responsibilities.
Explore Service06
CX Measurement & Team Enablement
Choose meaningful indicators and a useful review rhythm. Help teams interpret feedback and apply customer-centered practices.
Explore ServiceHow we work
Six simple steps.
Tap a step to see what happens.
Step 01 · Free
Free discovery chat
We talk about what is going on with your customers. It is free and there is no obligation.
Book a Free Consultation
Only discovery is free. All later stages, including support and measurement, depend on the agreed paid scope.
Useful outputs
Work your team can put to use.
Deliverables are tailored to the engagement. These original examples show possible formats, not client projects or measured results.
Discover
Enquire
Begin
Return
Touchpoints · Customer needs · Friction
Illustrative example, not client data
Customer journey map
A shared view of touchpoints, customer needs and friction.
Experience reviewSample
Themes · Indicators · Review notes
Illustrative example, not client data
Insight review dashboard
A structure for discussing feedback themes and meaningful indicators.
Now: clarify handoffs
Next: test improvements
Later: review & refine
Illustrative example, not client data
Prioritized action roadmap
An ordered plan connecting improvements with ownership and next steps.
The aim is a clearer customer view, shared priorities and actionable next steps.
Outcomes depend on the evidence available, your team’s capacity and implementation. Advisory does not guarantee revenue, retention or satisfaction gains. The proposal defines what will be delivered and how progress can be reviewed.
About Wafa
Customer Experience Begins With Understanding People.
I'm Obsessed With the Little Details That Make Customers Happy.
Imagine a customer who is so delighted by a seamless experience that their brain's reward center literally floods with dopamine, turning a simple purchase into pure happiness.
According to neuroscience research, this physical chemical reaction quickly hardens into an emotional habit that completely bypasses price sensitivity (Plassmann et al., 2007). Eventually, that same customer integrates your brand so deeply into their own identity that bragging about your business to friends feels just as rewarding as sharing a personal achievement.
The Details That Inspire Me
Some people notice the product.
I notice the experience.
I'm fascinated by how the smallest details can create extraordinary customer experiences.
How Mandarin Oriental Singapore invested in developing a signature scent to create lasting sensory memories. How a luxury retailer might spend $500 on a customer's flight to secure a potential $10,000 purchase. How airlines turn travel disruptions into moments of reassurance through proactive communication. How Amazon simplifies shopping with one-click purchasing, or how governments make people's lives easier through intuitive digital services.
Different industries. One philosophy: anticipate needs, remove friction, and make every interaction effortless and memorable.
A Career Built Around Customer Experience
Throughout my professional journey across Tunisia, Kuwait, and Canada, customer-centricity has always been my guiding principle.
My career has evolved from understanding individual customer needs to recognizing how people, processes, communication, and technology shape the entire customer journey.
Along the way, I've developed a passion for understanding what makes customers happy, what frustrates them, and what transforms ordinary interactions into lasting relationships.
Turning Passion Into Purpose
Today, as Co-Founder and Head of Customer Experience & Operations at ClickAD, I bring this passion and practical experience to helping organizations simplify customer journeys, identify service gaps, and create experiences that turn happy customers into loyal advocates.
I identify customer pain points, map customer journeys, uncover friction across touchpoints, and recommend practical improvements. By aligning people, processes, and technology, I help organizations create seamless, personalized experiences that strengthen satisfaction, build trust, and inspire lasting loyalty.
My belief? Great customer experience isn't just about satisfying customers. It's about making them genuinely happy, earning their trust, and giving them a reason to return and recommend your brand.
Experience, without overstatement
A business foundation.
A human perspective.
- Experience across six Bell telecom brands
- BBA
- Algonquin College, Marketing Management
- Customer journeys · CRM · Marketing automation
Authorized case studies
Reserved for future client-approved work. No case studies, testimonials or results are represented here.
Canada first. Open to conversation.
Based in Ottawa, with Canada as the primary market.
Based in Ottawa, Canada is the primary advisory market. Remote collaboration can be discussed. UAE, Qatar, Oman, Saudi Arabia and Kuwait are secondary areas for future collaboration, not claims of existing clients or offices.
A few useful answers
Before we talk.
Free discovery consultation
Let’s start with
your customers.
Tell Wafa what feels difficult today and what you would like to improve. Use this form to request a free discovery consultation.
Meeting details are arranged after your enquiry. Subsequent advisory work is paid and agreed by proposal. Please do not include sensitive customer records.
Book a Free Consultation
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