The UAE Promise
The UAE Government launched its Charter for Future Services in 2020 to set the main principles for designing and providing government services in the UAE.
Emirates Government Services Excellence Programme
The Emirates Government Services Excellence Programme was launched in 2011 to raise the efficiency of government services to the level of 7 stars. The programme focuses on customer centricity and enhancing government efficiency. Additionally, it aims to:
- make the customers happy and satisfied in their experience with the government services
- create added value to customers in all federal government services
- engage customers in developing government services that will satisfy their needs and exceed their expectations
- build the culture of customer service in the government entities and change it into a customer happiness and positivity culture.
In March 2021, Emirates Government Services Excellence Programme launched the UAE Strategy for Government Service. The strategy is based on the Digital Customer and Digital Government Service Policy. It encourages federal authorities to utilise digital government enablers and promote the use of a unified digital platform. It aims to offer flawless digital government services based on future technologies in a consistent, individual, proactive and personalised manner through a unified digital government platform. According to the strategy, the customer will not need to visit any other government platform, or attach documents or fill in forms. Customer will also enjoy flexible digital methods of payment.
To achieve its vision, the programme set several initiatives under the following pillars:
Customer Happiness Culture
To create a positive work environment and enhance the service delivery, UAE launched:
- a Customer Happiness Guide (In Arabic, PDF, 3.04 MB) to help government entities design initiatives and develop services that achieve customer happiness
- customised training programmes for all frontline federal government employees
- a Customer Happiness ‘Formula’ which aims to highlight the commitment of government entities to provide services that make customers happy. The formula focuses on positive employees, government environment and proactive customers. Read more on Customer Happiness Formula Guide (in Arabic only; PDF, 1.23 MB)
- a set of training programmes to build and improve the capabilities of government employees in designing, developing and delivering government services. Some of them are:
- The Government Services Experience Programme
- Train the Trainers Programme for frontline employees
- Customer Happiness for Service Centres Managers
- eLearning platform for all federal government employees
- three service manuals to raise the level of government services delivery and to train entities on quality customer service. The manuals are as follows:
- a Government Services Development Manual to help federal entities understand and implement key service imperatives defined in the broader context of the Service Delivery Strategy
- a Government Services Quality Guide which aims to develop the skills of customers’ service staff and train them to provide outstanding, seven-star level government services
- a Service Charter guide which describes the federal entity’s commitment to its customers, the duties of the customers and the means of communication.
Read more about these service manuals.
The Global Star Rating System
The Global Star Rating System was launched in 2012 with the aim to bring about a quantum leap in the efficiency of government services as per global standards. This system rates service centres on a scale of 2 to 7 stars based on the outcome of independent evaluation and assessment of customer experience.
The result of the evaluation is recorded in the assessment report which highlights the strengths and weaknesses of the centre. Services centres are evaluated once every two years and given a classification and evaluation report, which includes results of the customer satisfaction survey and mystery shoppers’ reports. If there is a significant deviation in the level of the service, the centre will be reviewed again with a possibility to change the previous assessment and classification.
Innovation to improve customer experience
Under innovation, the UAE established:
- A Customer Happiness Factory
The Customer Happiness Factory (CHF) (PDF, 3.90 MB) aims to develop services through innovative ways and increase public engagement in the decision-making. It focuses on training the entities on service design tools, while taking into consideration the customer experience. It consists of a series of workshops, in which they raise and develop ideas and then launch a prototype for the service. In each stage, customers with all stakeholders including the public, government, and private sector were engaged in the development of the government services bundles.
- A central database for UAE Government services
The central database lists all the services of the federal government entities and their data. It includes the name and the type of service, locations of service centres, and other information that is useful to the federal government in setting its strategic plans for the development of government services.
Customer Happiness Studies
The government conducted studies on customer happiness to measure the happiness levels amongst federal government customers, to assess the drivers of and barriers to happiness and to determine any issues with service delivery. These studies aim to outline a clear set of steps that need to be taken by entities to improve government services. The results of these studies are used as service key performance indicators (KPIs) and in Sheikh Khalifa Government Excellence Programme.
- Happiness Meter
A happiness meter was developed to solve key challenges in customer and government service interactions, that included a lack of consistent data, real-time feedback and the ability to identify reasons for customers’ unhappiness. As of 2019, the Happiness Meter was deployed across all government entities that interact with customers. The government uses the results produced through big data analytics to identify areas for improvement and to proactively support government services development efforts. Read more in this publication: ‘UAE’s Happiness Meter - Delivering Government Services Innovation Through Data Analytics’ (PDF, 14.9 MB) by Government Experience (GX).
- Mystery Shopper studies
A Mystery Shopper programme was launched to collect data about customers’ experience and to measure the level of service provision in accordance with service quality standards. Read about the UAE’s 'Mystery Shopper' app which allows the community to measure the performance of any government entity in the UAE and the efficiency of the services it provides.
- Khadamati system
Launched in 2016, the Khadamati system offers a comprehensive and updated database of all federal government services. It facilitates the process of entering, modifying and updating the data of federal government services in line with the objectives of the UAE’s mGovernment initiative to improve government services based on an innovative vision. The system offers numerous studies and analytical reports which are essential to determine initiatives for service improvement.
- The mGovernment initiative
In 2013, the UAE launched the Mobile/Smart Government initiative in order to make the government services available to the people wherever they are, 24/7. A period of two years was set for the UAE Government to complete the implementation of offering services through mobile phones.
The UAE achieved 96.3 per cent transformation as of 22 May 2015. 337 priority services from 41 federal entities were available on mobile phones. 32 entities achieved 100 per cent mTransformation and 9 entities achieved between 90 and 99 per cent mTransformation.
Based on the above, the government decided to raise the number of mService users to 80 per cent by 2018, linking all the services together, improving the quality of smart applications and achieving a high customer satisfaction.
To complement this, Best mGovernment Service Award was launched to motivate government entities to provide innovative and smart solutions for delivering government services with high levels of efficiency and transparency that meet the expectations of their customers.
Updated on 24 May 2022