2nd phase of UAE Customer Happiness Index launched

Dubai: The UAE government on Saturday launched the second implementation phase of the Customer Happiness Index.

The first phase witnessed the launch and circulation of the index to all customer happiness centres. The second phase aims to evaluate more than 250 services of federal government entities accessed through all channels, including online channels.

The Customer Happiness Index is a smart measure that monitors the level of customers’ happiness when they try to access the services through these channels.

It aims to provide direct results on the performance of customers happiness centres to identify areas for improvement and support efforts to develop services in a proactive manner by encouraging customers to evaluate them.

Uhoud Khalfan Al Roumi, Minister of State for Happiness and Quality of Life and general manager of the Prime Minister’s Office, said the index is a very vital tool to understand the views and perceptions of customers about government services through immediate results made available by the index to government entities to use them in designing and developing services, which help enhance the quality of life in the UAE.

The implementation of the index in all electronic and smart service channels supports the UAE’s efforts to develop the government’s future model by promoting smart transformation of government services, moving the partnership with customers to new levels, Al Roumi added.

Mohammad Bin Taliah, assistant director-general for Government Services Sector and for Corporate Services Sector at the Prime Minister’s Office in the Ministry of Cabinet Affairs and the Future, said the application of the index to smart and electronic channels enhances the government’s efforts to engage customers in the design of services by measuring their happiness levels.

The index allows customers to evaluate the services they get after the transaction is done through the website immediately. Ministries of Education, Economy and Community Development were the first to apply the index on their website. Work is currently under way to apply the index to all call centres of the federal authorities during this year.

The UAE Government Excellence Programme has revealed that the Customer Happiness Index was applied at 432 customer happiness centres in the federal agencies and covered more than 4,000 reception offices where all customers from all categories can evaluate their experience on all government services provided.

The index was launched in 2016 on the directives of His Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, as a unified federal system for immediate customer happiness measurement of government services.


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