Abu Dhabi Program for Effortless Customer Experience

The Abu Dhabi Program for Effortless Customer Experience is a pioneering new model that will enable effortless customer experiences across Abu Dhabi Government and position the emirate as a leader in the field.

The new model, which addresses the entire customer experience holistically, is benchmarked against international standards and will see major investment in human capital through a government-wide effortless customer experience training programme.

How the Abu Dhabi Program for Effortless Customer Experience works

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.

The programme also includes five strategic thrusts:

Customer Experience Policy and Guidebook - outlining roles and setting service delivery standards
Focus on Priorities - prioritising customer experience for improvement to concentrate efforts and resources
Design lab - establishing a bespoke design lab in collaboration with best-in-class partners
Capability building - developing customer experience agents’ capabilities to enable them to provide world-class customer experience
Service Measurement - establishing a pioneering measurement model with a focus on the customer effort score (CES).

Pilot programmes

The 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 journeys by almost 50 per cent on average, enabling quicker completion times and fewer touchpoints.