The Roads and Transport Authority in Dubai organized a government innovation lab entitled “360 Services from Competition to Cooperation” at the University of Birmingham in Dubai Academic City, specializing in this field.
The activities of the laboratory were organized by the Department of Customer Happiness in the Institutional Administrative Support Services Sector in the Authority, with the participation of a number of governmental and semi-governmental departments and institutions in the emirate – the Dubai Police General Command, the Department of Tourism and Commerce Marketing, and the Land and Property Department – and a number of private sector companies from various sectors, in addition to a number of Employees of the Authority’s institutions and sectors.
Mahila Al-Zahmi, Director of the Customer Happiness Department at the Roads and Transport Authority, said, “The RTA is always keen to innovate in providing its services to the public from various segments of society, and adopts the best innovative methods to delight customers and raise their level of satisfaction through the optimal application of the “360 services” policy, which represents a perspective A new and integrated one to follow up efforts to improve services by adopting eight main principles that were included in the policy to unify the work efforts of government agencies in providing services, as the policy is a roadmap and agenda for all government agencies in Dubai to provide smooth, proactive and integrated services that keep pace with customers’ expectations.
She explained that the objectives of the laboratory revolved around enhancing a comprehensive understanding of the principles of the 360 services policy and its impact on the development of integrated government performance, the desired objectives of implementing the policy and its vision, the mechanisms for implementing and developing the journey of the customer benefiting from the authority’s services in accordance with the principles of 360 services, and how to enhance the level of services it provides. The authority is to keep abreast of the latest technology in the world, and to build a creative and innovative environment that stimulates and encourages the provision of innovative solutions to meet the needs of customers and enhance communication between partners and those involved in providing services in a way that contributes to achieving efficiency in establishing partnerships and achieving harmony between those involved in providing services, from various parties. government.
Participants in the authority’s government laboratory focused on eight principles of “services 360”, namely: digital experience first, proactive services, integrated services and data, dedicated and unified channels, efficient services, customer focus, service advisor, and partnership with the private sector. The outputs of this creative laboratory, including the ideas and proposals of the sessions, were also included in the plans and strategies for developing and upgrading the level of services provided, which are supervised by the Authority’s Customer Happiness Department.
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