Embodying the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the United Arab Emirates and Ruler of Dubai, and the directives of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Council, aiming towards achieving the highest levels of performance in providing services. The Dubai Model Center, affiliated to the General Secretariat of the Executive Council, in collaboration with the Dubai Digital Authority, announced the results of the evaluation process, which included websites, smart applications, call centers and shared services, as part of the evaluation process for the “Hamdan bin Mohammed Program for Government Services “, which is based on Several main axes have been adopted in collaboration with the authority, which aim to measure the extent of readiness to achieve the vision of 360 services and the digital transformation strategy within the one-government approach.
The evaluation process for the year 2021 included 4 shared services between 17 local authorities, 3 federal agencies, 3 private sector institutions and the ground-breaking initiatives that emerged from them, 17 call centers, in addition to the websites of the 38 government agencies and the Dubai Government’s 25 smart applications The evaluation constitutes one of the most important steps to measure efficiency and improve the quality of services in order to keep pace with and meet the future needs and expectations of society, based on the one and integrated government approach.
His Excellency Abdullah Mohammed Al Basti, Secretary General of the Executive Council of the Emirate of Dubai, emphasized that the next phase requires a doubling of efforts to create an exceptional experience for customers, as it is a main axis on which the working method works. in the Government of Dubai is based, embodying the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President of the Prime Minister and Ruler of Dubai, may God protect him, and the directives of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council, to achieve the highest levels of performance in delivering services with efficiency and high quality.
His Excellency Al Basti added: “Our goal today is leadership in government work. The efforts of public authorities in Dubai to develop and evaluate public services continue, and our goal is clearly to be a center to which the world’s attention is directed, not only in public services, but in all sectors concerned with giving people a better life by meeting customer needs around the clock.
His Excellency emphasized the need for all government agencies to strive for continuous development and improvement in public services and the development of the public sector in general, stressing the Emirate’s prominent global position among the ranks of the most pioneering cities in various fields. Al Basti praised the collaboration and integration with the Dubai Digital Authority and its team and their constant support to develop public services and promote digital transformation in Dubai.
Hamad Obaid Al Mansouri, Director General of Dubai Digital Authority, said: “The joint collaboration between Dubai Digital Authority and the Dubai Model Center in the General Secretariat of the Executive Council is a clear example of the integrative efforts focused towards one goal of supporting digital transformation for to achieve the 360 service policy. This is done by developing uniform standards for digital service channels for customers to ensure the integration of the customer journey for different services. We can only praise the working groups that monitored and implemented the evaluation process, and we emphasize the importance of next phase, where the authority will ensure that the authorities implement the improvement points mentioned in the evaluation report.”
He added: “This evaluation provides further evidence of the dynamism of Dubai, which continues to develop its services and digital presence, based on international best practices, future foresight data and in line with the directives of the wise leadership and future-building strategies.”
Quality and efficiency of public services
Eman Al Suwaidi, Senior Director of Dubai Model Center, confirmed that improving public services and channels continues to keep pace with developments and future requirements, as a number of ambitious targets have been identified to deliver services, including 100% proactive and automated services , 90% integrated services and 90% provide services without the customer’s personal presence within the vision of 360 services. Al-Suwaidi said: “The annual evaluation process comes within the framework of the “Hamdan bin Mohammed Public Services Program”, integrating, unifying, doubling and following the efforts to improve the services in an effort to measure its readiness to achieve the vision on 360 services within the one-state approach and aiming to achieve to the highest levels of leadership in delivering public services as a top priority that we place at the forefront of strategic plans to be fully prepared for the future.” She pointed out that since the launch of the Dubai Model Center ten years ago, more than 1,078 initiatives have been worked on to improve more than 412 main services provided to customers.
A number of joint services achieved remarkable results with an average of 89%, which are: the joint service for the transport of hazardous materials between: Dubai Civil Aviation Authority, Ministry of Defence, Dubai Customs, Dubai Police General Command, Federal Authority for Nuclear Regulation, Emirates Airlines and dnata, and the childcare service for children of unknown common descent. Between: Community Development Authority, Dubai Health Authority, Ministry of Health and Prevention, Dubai Courts, Dubai Police General Headquarters, Public Prosecution, Awqaf and Minors Affairs Foundation, Government Service in Joint Free Zones between Dubai Maritime City Authority and Dubai Airport Free Zone (DAFZA) and TECOM Group and Free Zone Jebel Ali (Jafza), Dubai Health Authority, General Directorate of Residency and Foreigners Affairs, joint advertising service between Dubai Municipality, Roads and Transport Authority, Department of Economy and Tourism, Trakhees, Dubai Civil Aviation Authority, Dubai Development Authority and Dubai Maritime City Authority.
The Hamdan bin Mohammed Government Services Program is based on several main axes that work to evaluate the results of efficiency, effectiveness, sustainability, the government’s pioneering approach and innovation, which will ensure the delivery of the necessary support to public authorities in Dubai to improve the level of their services and implement the directives of the rational management in the development of the public work system. In pursuit of the one-government approach embodied in the vision of 360 services.
The evaluation process this year focused on the call centers in detail, as the evaluation included four axes that started with the customer experience, which includes how the call center employee handles communication and the customers’ different situations, including automated communication channels for devices, and then focusing on human resources departments and training programs, as your progress , and the performance evaluations you do. As for the third axis, it measured the effectiveness of support operations such as quality assurance, workforce management and others, in addition to the last axis, which includes the technology used by the call center to meet customer needs. The call center representatives also carried out a self-assessment according to the four mentioned axes, followed by the implementation of field assessments carried out by certified auditors based on the results of the self-assessment.
17 Dubai call centers were evaluated according to call center standards and through the evaluation process the average score improved from 64% to 71% (11% improvement) between 2019 and 2021. The evaluation process also resulted in the results of the best units which are (in no particular order ): Dubai Electricity and Water Authority, Roads and Transport Authority and Dubai Municipality.
The process of evaluating websites and smart applications, which focused on the customer experience, the technology used, performance, security and impact, resulted in the efforts of public authorities that supported to achieve the vision of 360 services by integrating their services together and working for to deliver them within the common and unified digital channels that exist in Dubai Government to make the experience streamlined and smooth for customers.
The evaluation showed government agencies’ priorities for improving the customer experience across all their digital channels by integrating and codifying them to meet their needs and expectations.