Abu Dhabi Launches Effortless Customer Experience Awards Under Khaled bin Mohamed

Photo : Dubai Government Media Office

Under the patronage of His Highness Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Chairman of the Abu Dhabi Executive Council, the Department of Government Enablement – Abu Dhabi (DGE) has introduced the first-ever Abu Dhabi Effortless Customer Experience Awards.

These awards highlight Abu Dhabi’s commitment to making government services easier and more efficient. They are directly linked to the recently launched Abu Dhabi Effortless Customer Experience Strategy, which focuses on creating smooth, proactive, and innovative services for the public. The awards will recognize government departments that are improving customer service and making interactions simpler for residents, visitors, and businesses.

The awards support DGE’s mission to inspire innovation and help government entities enhance their services. They build on the achievements of the Abu Dhabi Program for Effortless Customer Experience, which has already made a big difference. Thanks to this program, about 400,000 service centre visits have been avoided, customer requests have dropped by 64%, service steps have been cut by 23%, and the number of required form fields has gone down by 36%. These changes have led to much higher customer satisfaction.

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The first award ceremony will be held on February 19, 2025. It will showcase outstanding solutions and redesigned services that have made life easier for individuals and businesses. The event will honour exceptional efforts in improving customer experiences by ensuring smooth and hassle-free transactions without unnecessary steps or delays.

More than 500 key decision-makers, experts, and customer experience professionals will attend the event. They will celebrate the contributions of 35 government agencies and companies that have embraced modern, proactive, and seamless service solutions. These organizations have worked towards making services faster, simpler, and more effective for everyone.

The Abu Dhabi Effortless Customer Experience Awards will be divided into three main categories: Best Service, Best Life Moment, and Effortless CX Superstars. In addition, there will be three special recognition categories: Continuous Improvement, Inclusive Design, and Innovation. The awards will recognize government agencies and businesses that have revolutionized customer service by offering smart, proactive, and user-friendly solutions that improve daily interactions.

His Excellency Ahmed Al Kuttab, Chairman of the Department of Government Enablement – Abu Dhabi, said: “The Abu Dhabi Effortless Customer Experience Awards encourage innovation in government services. By recognizing excellence, we motivate government departments to provide services that improve quality of life and support business growth. These awards reflect Abu Dhabi’s vision of delivering proactive and seamless government services, strengthening the emirate’s leadership in service excellence.”

His Excellency Saeed Al Mulla, Executive Director of Customer Experience at DGE, added: “These awards demonstrate Abu Dhabi’s commitment to raising customer service standards. By encouraging continuous improvement and recognizing teamwork, we are making government services more efficient, accessible, and user-friendly for all community members.”

This initiative highlights Abu Dhabi’s dedication to creating effortless customer experiences and improving government services. The awards will not only enhance service delivery but also encourage a culture of innovation and excellence. By making interactions smoother and more efficient, the emirate aims to improve the overall quality of life for its people and support businesses in achieving greater success.

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