UAE launches ‘Customer Happiness Formula’

The UAE Government has launched the ‘Customer Happiness Formula’ as a new initiative to enrich the happiness and positivity concept by providing employees in customer happiness centers with a range of tools and values that will enable them to implement the government's initiatives in achieving happiness and positivity.

The Formula, which is based on the Customer Service Charter, aims to highlight the commitment of government entities to provide services that will help achieve the happiness of customers.

It includes three main elements: Employees who take pride in providing excellent government services; Government entities dedicated to make customers happy, Positive, and proactive customers.

‘Customer Happiness Formula’ would enable government entities to create happiness by building active and positive partnerships between the three parties: Employee, Entity and Customer. Each party in this Formula has a key role in the provision of services to make customers happy, and contribute to the government's focus on happiness.

Ohood bint Khalfan Al Roumi, Minister of State for Happiness and Director General of the Prime Minister’s Office, stated that happiness is a journey focused on all segments of the UAE society, and the role of the government is to create an incubator environment to achieve this goal.

Al Roumi said that the vision and directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, confirms that happiness is a way of life for the UAE society and the ultimate goal of government function. She also emphasised the importance of providing positive and happy environments for all government employees to enable them to bring happiness to customers.

Rebranding

Al Roumi pointed out that the National Programme for Happiness and Positivity focuses on developing government environment to promote a culture of customer happiness. The government has begun to take steps to change the name of the customer service centres to customer happiness centres, and the name of customer service employees to customer happiness employees.

Hessa Essa Buhumaid, Assistant Director-General for Government Services and Pioneership at the Prime Minister’s Office, said the Emirates Government Services Excellence Program developed ‘Customer Happiness Formula’ based on the UAE government efforts to spread the culture of customer happiness, provide the best results, and support the government's performance model focused on happiness and positivity.

Bu Humaid added that the Programme benefited from the UAE's experience in developing successful and innovative government services, and best practices to ensure happiness of customers.

The Emirates Government Services Excellence Programme organised a meeting for a group of government services development leaders, attended by about 100 officials from departments and customer happiness centres in the federal government entities.

On the occasion, Dr. Abdulla Al Karam, Chairman of the Board of Directors and Director General of the Knowledge and Human Development Authority (KHDA), highlighted the KHDA experience in building a happy work environment for employees and customers through a range of initiatives and policies.

The meeting discussed the ‘Customer Happiness Formula’ and explained its elements, and the best ways to apply them in all government entities. Workshops will be organised to train employees and entities on the best application of the Formula.

The Customers Happiness Formula includes the three main elements:

Employees who take pride in providing excellent government services: Customer happiness employees take the lead in providing the best experiences to customers. They adopt the slogan ‘We pledge to make you happy’.

These employees would always be welcoming and smiling, and display courteous behaviour and make an excellent first impression. They would be good listeners and display professionalism, understanding, positivity, and innovation in providing the services.

Government entities dedicated to make customers happy: These entities develop their services according to the customer’s needs and global trends in their field of activity. They would apply the slogan ‘we work to make you happy’ by showing their commitment to provide a hospitable environment that fosters a culture of happiness and positivity. They would provide fast and smooth service, ensuring individual experience and enhanced comfort of customers. These entities offer fair and unbiased services, listening to the customers and engaging with them to develop the services. They would be innovative in the provision of future services, and work together as one team to make the customer happy.

The Positive and Proactive Customers: These customers seek to get services from the government entities and are involved in providing constructive suggestions to contribute to the development of innovative services that create customer happiness. The Positive Customer plays an important role in creating happiness by applying the slogan ‘Help us make you happy’ by providing correct and up to date information and documents. Such customers will have a positive participation in service development, contributing to the future of services, and sharing their happy and positive experiences with others.

The Emirates Government Service Excellence Programme was launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, in March 2011 to achieve higher standards in government services by improving efficiency.

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