Abu Dhabi brings out program to ensure effortless customer experience

By Amirtha P S, Desk Reporter
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Abu Dhabi Program for Effortless Customer Experience
The launch of "Abu Dhabi Program for Effortless Customer Experience."

Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, a member of the Abu Dhabi Executive Council and Chairman of the Abu Dhabi Executive Office, has launched the ‘Abu Dhabi Program for Effortless Customer Experience’ to offer world-class, effortless customer experiences for everyone who interacts with the emirate’s government. 

The new program is expected to enable everyone living and working in the emirate, as well as visitors, to carry out tasks from buying a home, to starting a business, or exploring the emirate, quickly, seamlessly, and effortlessly.

The new model is benchmarked against international standards, including the first-ever International Model for Customer Experience in Government, designed by the International Foundation for Customer Experience in Government, Canada-headquartered non-profit organization. This program is supported by 80 toolkits and case studies from 20 different countries.

Saeed Al Mulla
Saeed Al Mulla
Executive Director
Customer Experience
Abu Dhabi Executive Office

“Launching this first-of-its-kind program in the Middle East reflects our commitment to transforming customer experience across government and to becoming a leader in this exciting, growing field. Abu Dhabi Government has always put people at the heart of everything it does. The launch of the program is an extension of those efforts, making it even easier for people, whether they live here or are visiting, to carry out every task quickly, conveniently, and effortlessly.”

The launch of the program follows a successful pilot phase in three government entities, the Department of Municipalities and Transport (DMT), the Department of Economic Development (DED), and the Department of Community Development (DCD), which streamlined customer experiences by almost 50 percent on average, enabling quicker completion times and fewer touchpoints. 

Further, it is in line with an extensive and full maturity review at a whole-of-government level to assess current customer experience performance and set suitable targets for the future.

In order to ensure long-term customer experience sustainability, the model will also see a comprehensive training program delivered across government that will empower every Abu Dhabi Government entity to enhance its customer experience expertise and will enable government entities to work collaboratively with all stakeholders to deliver effortless customer experiences across all delivery channels.

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