The ‘Services 360’ policy lays down a new vision and roadmap for the future of services in Dubai and provides a seamless, proactive, customised and integrated system that caters to customers’ expectations and needs.
The ‘Services 360’ policy will focus on eight main principles that will unify work streams across government entities. The principles include:
- 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 to anticipate their needs for the services and respond accordingly, and ultimately reduce the efforts made by the customers
- integrated data and services system that minimises data requirements from the customer and facilitates services by connecting databases among government entities
- unified and customised channels that are built based on the customer’s preference and made available 24/7 to deliver an exceptional customer journey
- service efficiency that enhances creativity and innovation in providing services along with regular follow-ups and amendments in line with evolving efficiency and effectiveness measures
- customer-focused services by placing customers’ needs and expectations at the heart of service improvement and designing integrated and creative customer journeys
- 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 that will facilitate provision of government services, or part of the services, through public-private partnerships to maximise the efficiency of services as well as enrich city experiences through these partnerships.
The policy has set a number of ambitious goals which include:
- 100 per cent proactive and automated services
- 90 per cent integrated services
- 90 per cent service provision without the physical presence of the customer.
As for the targets concerned with service delivery channels, the policy is aiming for:
- 100 per cent conversion to shared channels
- 95 per cent self-services
- 95 per cent digital adoption
- 90 per cent average channel evaluation.
Under the implementation of the Services 360 policy, it is expected to:
- achieve annual financial savings exceeding AED1 billion by 2025
- eliminate 9 million physical customer visits to service centres annually
- free up over 300,000 working hours in the Dubai Government annually.
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