Elevating Dubai's CX: A Roadmap for Government Excellence
CXM, Corporate Strategy, Digital Transformation, Project Management
The project was undertaken for a key government body in the Gulf Cooperation Council (GCC), responsible for maintaining security, providing essential services, and fostering economic and social progress within an emirate.
In a pioneering move to set the gold standard for public services, our project sought to synchronize operational standards across 30 different governmental departments in Dubai. Commissioned as part of Dubai’s broader Customer Happiness Initiative and with an eye toward Expo 2020, this groundbreaking endeavor stood out both regionally and globally for using Customer Experience Management (CXM) as its keystone.
Challenge
The project consisted of two successive phases:
- Phase 1: Expo 2020 Readiness and Contact Center Assessment
Our initial task was to scrutinize nearly 30 individual government contact centers, each with its unique protocols and technologies. Given the immense scope and the impending Expo 2020, the need for a unified approach was critical. The disparate operational landscapes presented a daunting challenge for achieving standardization.
- Phase 2: Crafting a Global Standard, the foundation of Dubai’s Customer Happiness Initiative
Building upon our initial findings, Phase 2 required us to define the regional government’s brand identity and customer interaction ethos. The objective was clear: formulate a customer interaction paradigm that could serve as a global benchmark. Collaborative branding workshops with senior government advisors led to the creation of tailored CX standards and performance metrics.
Solution
- Phase 1:
We completed an exhaustive data collection exercise and delivered a meticulous design and deployment plan tailored for Expo 2020 and beyond, thereby concluding the first phase.
- Phase 2:
Following a series of expert-led workshops, we compiled a comprehensive guidebook. This resource combined Standards, Assessment Guidelines, and Training/Certification Schemes revolving around four pillars—People, Processes, Technology, and Relationships—all aligned with the Customer Happiness Initiative.
Result
The implementation of our project outcomes led to a significant transformation in operational consistency across all government entities. Launched ahead of Expo 2020 and in accordance with the Ruler’s Award for Excellence in Government Performance, these standards have been in effect since September 2015. Notably, the Customer Experience achieved an 86% satisfaction rate by 2022. This landmark project not only upheld Dubai’s reputation for innovation but also set a precedent for customer-centric public service, delivering exemplary service while maintaining fiscal responsibility.
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