Dubai Smart Government creates Customer Experience Policy to align customer experience with smart services

UAE, 14 October 2015- In line with its strategy to engage with customers and co-design smart services and apps, Dubai Smart Government Department (DSG) has completed the ‘Customer Experience Policy’ (CXP): the fifth such policy as part of the transformation into smart government; as per the wishes of HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. 

The CXP draft has been circulated to all Dubai government entities and is aimed at clearly defining and reaching a common understanding of the customer experience with a view to reaching excellence in customer experience, in all areas related to Dubai Government's smart services; so as to offer customers a seamless, connected and comprehensive experience that will exceed their expectations and add to their happiness leading to greater adoption.

H.E. Ahmad Bin Humaidan, DSG Director General, said: "In continuation of our efforts to implement the initiative of HH Sheikh Mohammed Bin Rashid Al Maktoum, and in adherence to the directives of HH Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of Dubai Executive Council, to shift to smart government, a DSG dedicated team has researched global practices in customer experience (CX)  and has completed the final version of the CXP,  that will enhance Dubai Government's commitment to achieving excellence in customer experience."

Bin Humaidan added: "To bolster the partnership between DSG and government entities, we have shared the first draft of this policy with our government partners, to take their feedback in the final version of the CXP, which will then be circulated to all Dubai government entities for implementation.”

The CXP contains definitions, implementation, policy pillars and the maturity model for customer experience derived from previous engagement, research and design methodology. The CXP aims to offer a delightful, coherent, seamless and Omni-channel experience from all services, channels and touchpoints of Dubai government; so as to exceed customers’ expectations and increase happiness. 

The five DSG policies for transformation to smart government all contain guidelines and standards that enhance the readiness of smart government, ensuring the provision of high-quality government services for all smart channels, and provide a unified reference for Dubai Government entities during their shift to smart government so as to meet the needs of customers and exceed their expectations. 

The five DSG policies are: Smart Services Implementation Planning Guidelines for the Mobile Channel, Smart Services Delivery Excellence Model, Smart Service Definition Policy Document, Smart Services Implementation Policy Reference Architecture and the current draft of the Customer Experience Policy (CXP). 

In the long term these policies will allow government entities to adopt a more strategic method to determine service provision by focusing on the quality of government services for effective contribution towards building a distinctive, smart city with sustainable well-being as part of the Dubai Government Vision 2021 for easing the lives of individuals, businesses and visitors interacting with government entities. This should improve government performance in general, achieve continuous gains with respect to smart government capabilities and enhance Dubai's competitiveness worldwide.