The public has voiced its opinion: Residents and mystery shoppers have played a crucial role in identifying the top and bottom-performing government service centers in the UAE for 2023.
"Exceptional government service is a fundamental entitlement of the UAE residents that we are unwavering in upholding," remarked His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, in a statement on platform X. "Engaging with the public in a positive manner is a fundamental duty of every government official."
In line with this principle, the UAE Vice-President took decisive action by replacing the director of Kalba Hospital, which ranked among the worst centers this year. He also stated that poorly rated entities failing to show improvement within 60 days could undergo changes in their management teams.
This is not the first instance of Sheikh Mohammed publicly addressing entities based on their performance. In 2019, entities excelling in assessments were rewarded with a two-month salary bonus, while managers of entities receiving unfavorable ratings were replaced.
The UAE has been employing a star-rating system for government services since 2011, rating service channels on a scale of 2 to 7 stars. For a comprehensive understanding of the system, here is all the information you need.
How are government service centers assessed?
As per its website, the system evaluates service channels through independent assessments of customer experiences. An assessment report is generated to spotlight the strengths and weaknesses of each channel.
Entities undergo evaluation based on eight key pillars, encompassing customer experience, service delivery channels, efficiency, people empowerment, and technology integration. Simultaneously, measurements of customer happiness, mystery shopping, and employee satisfaction scores are considered.
How frequently are entities reviewed?
Services channels undergo assessment once every two years.
Has the initiative contributed to improving government services?
Yes, the system encourages entities to enhance their star ratings. For example, this year, Al Dhafra Centre achieved a six-star rating, compared to a four-star rating last year.
Who are mystery shoppers, and do they evaluate government services?
Mystery shopping is a commonly employed method to collect information about and measure the quality of services. Sheikh Mohammed bin Rashid has previously mentioned his personal team of mystery shoppers, who are dispatched to assess government services.
In 2019, he shared a photo of long queues at the Karama branch of Emirates Post taken by a mystery shopper. He criticized the government agency and publicly disclosed its performance report, emphasizing the need for improved customer service.
Good performance is also acknowledged. Earlier this year, he commended the "exceptional" customer service provided by Omar Bu Shehab, CEO of the Mohammed Bin Rashid Housing Establishment. Photos shared by mystery shoppers showed the top official at the service counter, assisting customers, expediting procedures, and contributing to transaction processing.
Can residents become mystery shoppers?
Yes, they can by using the UAE Mystery Shopper app. According to its description, users can assess the overall experience of service centers and rate aspects such as location, parking spaces, reception, waiting time, processes, completion time, service fees, payment methods, and employee attitude.
"Customers can share their feedback on the smart application either during or after their visit to the service center. The comments section allows users to elaborate further on their experience, providing government entities with extensive data to pinpoint strengths and weaknesses."