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Dubai Smart Government creates Customer Experience Policy

Policy is first of its kind in the region and fifth such policy released for transformation to smart government

Gulf News

Dubai: 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), it was announced on Wednesday.

The policy is the first of its kind in the region and the fifth such policy released as a part of the transformation into smart government — a strategy that is in line with the vision of His Highness Shaikh Mohammad 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 in all areas related to Dubai Government’s smart services. The new policy aims to offer customers a seamless, connected and comprehensive experience that will exceed their expectations.

“In continuation of our efforts to implement the initiative of Shaikh Mohammad 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,” said Ahmad Bin Humaidan, DSG director-general.

He explained that the first draft has been shared with government partners in order to take their feedback into consideration for 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. It aims to offer a delightful, coherent, and omni-channel experience from all services, channels and touchpoints of Dubai government.

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.