Dubai Executive Council approves ‘Services 360’ policy to improve govt services

By Arya M Nair, Official Reporter
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The Executive Council of Dubai has approved the ‘Services 360’ policy, which aims to strengthen and enhance government services and keep pace with global developments in the sector.

‘Services 360′ provides a streamlined, proactive, customized, and integrated system that responds to customers’ expectations and demands, laying out a new vision and roadmap for the future of services in Dubai.

His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of The Executive Council affirmed that the Dubai Government is structured based on the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, who established the principles of building a dynamic and integrated government system.

Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum
Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum
Crown Prince of Dubai & Chairman of Dubai Executive Council

“I have the utmost confidence in the capabilities of our dedicated team in achieving unprecedented leaps in government performance. ‘Services 360’ will significantly improve the way we address government work in Dubai by bolstering the government to operate as one united entity. Our objective, as always, is to serve the people.”

The ‘Services 360’ policy will focus on eight main principles that will unify workstreams across government entities, including;

  • A digital-first experience based on the provision of digital and real-time services, as well as adopting the digital identity (UAE Pass) as a unified entry system for all government services, while providing full support to the customer.
  • Proactive services that enhance communication with customers and ultimately reduce their efforts.
  • Integrated data and services system that minimizes data requirements from the customer and facilitates services by connecting databases among government entities.
  • Unified and customized channels, available 24/7 to deliver an exceptional customer journey.
  • Service efficiency enhances creativity and innovation in providing services along with regular follow-ups and amendments in line with evolving efficiency and effectiveness measures.
  • Customer-centric services by placing customers’ needs and expectations at the heart of service improvement and designing integrated and creative customer journeys.
  • The policy also introduces the concept of a Service Advisor, which transforms “frontline employees” to “service advisors” to ensure services are delivered by efficient, competent, skillful and knowledgeable advisors.
  • Partnership with the private sector to facilitate the provision of government services, or parts of government services, through public-private partnerships in order to maximize service efficiency and enrich city experiences.

The policy has set a number of ambitious goals for providing services, including, 100 percent proactive and automated services, 90 percent integrated services, and 90 percent service provision without the physical presence of the customer. As for the targets concerned with service delivery channels, the policy is aiming for 100 percent conversion to shared channels, 95 percent self-services, 95 percent digital adoption, in addition to 90 percent average channel evaluation.

The Dubai Government will achieve a quantum leap in providing services through unified digital channels as a result of the implementation of the Services 360 policy, with annual financial savings exceeding $272.2 million expected over the next five years and the elimination of nine million physical customer visits to service centers.

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