Abu Dhabi launches pioneering initiative to transform customer experience

An ambitious initiative has been launched with the aim of providing world-class customer experience for those who interact with Abu Dhabi Government.

'The Abu Dhabi Programme for Effortless Customer Experience' will enable those living and working in the emirate, as well as visitors, to carry out tasks from buying a home, to starting a business, or exploring the emirate, quickly, seamlessly, and effortlessly.

It was launched by His Highness Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, member of the Abu Dhabi Executive Council and Chairman of the Abu Dhabi Executive Office.

The new model is benchmarked against international standards, including the first ever International Model for Customer Experience in Government, designed by the International Foundation for Customer Experience in Government (a non-profit organisation headquartered in Canada).

Its launch follows a successful pilot phase in three government entities, the Department of Municipalities and Transport (DMT), the Department of Economic Development (DED), and the Department of Community Development (DCD), which streamlined customer experiences by almost 50 per cent on average, enabling quicker completion times and fewer touchpoints.

The launch also follows an extensive review to assess current customer experience performance and set suitable targets for the future.

The Abu Dhabi model uses a holistic and collaborative approach to address the entire customer experience holistically across four dimensions: direction, design, development and delivery.

To ensure long-term sustainability, the model will also involve a comprehensive training programme that will empower every Abu Dhabi Government entity to enhance its customer experience expertise, and will enable government entities to work collaboratively with all stakeholders.

"Abu Dhabi Government has always put people at the heart of everything it does. The launch of the programme is an extension of those efforts, making it even easier for people – whether they live here or are visiting –  to carry out every task quickly, conveniently, and effortlessly," said Saeed Al Mulla, Executive Director – Customer Experience Sector at Abu Dhabi Executive Office.

The new Abu Dhabi Program for Effortless Customer Experience is transforming customer experiences across Abu Dhabi Government to enable everyone to do business and live their lives effortlessly. pic.twitter.com/bogiAXKhAy

— مكتب أبوظبي الإعلامي (@ADMediaOffice) March 22, 2022