About the system
The UAE Government launched the Global Star Rating System in 2012, aiming 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. 19 service centres joined the scheme at the start. The number grew to 159 centres by 2014.
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. 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.
Goals of the system
The Global Star Rating System aims to:
- Establish the customer experience system: concepts, criteria, requirements, assessment
- Educate and train government employees to enhance the level of service
- Evaluate and measure current customer satisfaction level
- Identify strengths and area of improvements.
How it works
The evaluation involves various steps. They are:
Customer service centres are asked to prepare a set of evidence that must be delivered prior to the evaluation date.
The evaluation team will take a tour at customer service centre. The Director of the centre should be present to provide a brief explanation on the centre and to answer questions raised by the evaluation team.
Review of evidence
The evaluation team will review the interviews with the staff at the customer service centre and all evidence that was submitted to them prior to the visit.
Rating and report
The process ends with the field visit. A report will be provided to the centre that includes:
- Rating of the centre
- Points of strength
- Opportunities for improvement.
New set of standards
In 2019, the UAE Government has rolled out a new set of standards for the Global Star Rating System to include other government service channels such as the call centres, websites and applications. This aims to develop government services and improve their efficiency.
The Global Star Rating System’s new standards will focus on customers’ overall experience to better evaluate the entity’s success in streamlining customers’ journey and allowing them to obtain their services in a smooth, fast and efficient way. They also aim to assess the consistency of customers’ journey across the different service delivery channels.
Upgrading this system to include call centres, websites and applications aligns with the efforts to achieve integration of government work mechanisms, focus on customer opinions and improve their experiences across the different service delivery channels. It also reflects the Government's commitment to ensure the sustainability of services development and continuous evaluation of these services.
Updated on 29 Mar 2022