Al-Bir Society in Eastern Region implemented the 'Basma' program to qualify frontline workers with the participation of several government entities, as part of its efforts to develop human competencies and enhance the quality of services provided to beneficiaries and visitors.

The program lasted for three training days under the slogan 'Basma: To Create a Professional Impact' and covered several specialized topics focusing on the role of frontline workers as the representative interface of the entity, developing communication skills and facing challenges, as well as enhancing concepts of service professionalism and continuous improvement through practical applications and simulation models that contribute to raising participants' efficiency and developing their professional performance.

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The CEO of Al-Bir Society in the Eastern Region, Engineer Ibrahim bin Muhammad Abu Abah, affirmed that the 'Basma' program is one of the qualitative initiatives aimed at developing the skills of frontline workers and enabling them to perform their roles efficiently and professionally, pointing out that this category represents the first interface of service entities, and the quality of their interaction with beneficiaries directly reflects on the mental image and level of satisfaction with the services provided.

Abu Abah added that the Society is keen to design and implement specialized training programs that contribute to building professional capacities and enhancing a culture of institutional excellence in line with the targets of Saudi Vision 2030 in developing human capital and raising performance efficiency, stressing that investment in humans is the main pillar for creating sustainable impact and achieving excellence in institutional work.

The program concluded amid participants' interaction and praise for the training content and practical applications it provided, and the skills and tools it included that contribute to developing performance and improving the quality of services provided to beneficiaries.