Optimising customer happiness with public services

Pursuant to the Customer Happiness Charter for Federal Government Services, the UAE Government launched several efforts to apply the charter and ensure customer happiness. Efforts include Emirates Government Services Excellence Programme, Customer Happiness Culture, the Global Star Rating System, innovation to improve customer experience, Customer Happiness Studies, Happiness Meter and Mystery Shopper studies.
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Government service evaluation

The UAE Government launched several initiatives to evaluate their services independently. These initiatives are aimed at guaranteeing transparent evaluation of government services and achieving customer happiness.

The Government Services Observatory is an interactive digital platform that provides real-time data relating to customer satisfaction with government services. It shows impressions of various available channels such as websites, applications and customer happiness centres. The platform analyses customer feedback and impressions of the services offered, and monitors areas for development and improvement.
The Global Star Rating System The Global Star Rating System was launched in 2011 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. 
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.
Customer Pulse Customer Pulse is an initiative under which all government customers are asked for feedback about their experience in executing a transaction with the government or getting a service from the government, through a survey. Feedback is gathered in the form of suggestion, complaint or compliment. 
Customer Councils Through the 'Customer Councils' initiative the quality of government services is improved by engaging customers in creating innovative experiences based on their insights. The initiative aims to align the government’s services with the customers’ aspirations and needs, and improve the relationship between the two parties.

Government service development

The UAE Government seeks to develop government services with high efficiency that exceeds the expectations of customers and reach them quickly and easily. This is in line with the UAE government's vision to make the UAE one of the best countries in the world in providing government services and innovating a new generation of government services. To achieve this purpose, the UAE Government launched a number of initiatives, that include:

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. Read about the UAE Government Charter for Future Services.
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. It aims to make the customers happy and satisfied, create added value to customers in all federal government services, engage customers in developing government services, and build the culture of customer service in the government entities and change it into a customer happiness.
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.
Updated On :

29 Oct 2024