News : Abu Dhabi Government Contact Centre Marks a Milestone in 2012
United Arab Emirates, Mar 5, 2013 -- The Abu Dhabi's Government Contact Centre, an initiative under the ambitious Abu Dhabi e-Government program, marked a major milestone by registering more than 200,000 cases in 2012.
Marking its 5th year of providing a convenient, direct access between the people and the government this 2013, the Contact Centre is in the midst of implementing a phased approach towards significantly expanding its capabilities to accommodate various inbound and outbound communication and collaboration.
The top three types of calls received during 2012 were Information Requests, Incidents, and Complaints, affirming the Centre's growing role as the Government's ear to the needs of Abu Dhabi's residents. Almost 85 percent of information requests were dealt with and resolved within the first contact. Incidents and complaints were immediately forwarded to the related departments within the Abu Dhabi government and resolved based on specific agreed-upon service levels. The performances of the service level agreements involved are reported to the leadership of Abu Dhabi through a live business intelligence 'dashboard' that provides basis for taking actions for the benefit of customers.
A comprehensive Customer Relationship Management (CRM) Program was also launched in 2012. The program has a two-fold rationale: to enhance the performance of the Centre and to develop a unified brand identity. The branding aspect aimed to create a solid branding recall and a one-stop-shop image, with end users being able to easily recognize the contact centre visually rather than identify it as just a toll-free number. The one-brand identity has been deployed by various entities such as the Municipalities and Health Authority, via information accessible on the e-Government Gateway and the individual websites of Abu Dhabi Government Entities (ADGEs).
Among the specific performance initiatives and goals of the CRM Program were the consolidation of 11 entities into one single contact point; the establishment of an Al Ain Contact Centre; operations improvements to the existing Contact Centre; knowledge management; quarterly CRM releases; and miscellaneous support to the CRM program stakeholders.
"The Abu Dhabi Government Contact Centre successfully completed several performance improvements and customer relations management initiatives last year despite the many external challenges and various implementation obstacles that came along. It has been able to maintain its privileged status as one of the region's top Government Contact Centres and a centerpiece of the Abu Dhabi Government's efforts towards a knowledge-based society. We invite the public to avail of the Centre's services, enjoy the convenience of having to go to only a single point of contact to interact with the government, and support the digital transformation of our emirate," said H.E. Rashed Lahej Al Mansoori, Director General, Abu Dhabi Systems and Information Centre.
"Abu Dhabi aims to be a government that is responsive to the needs of its people and those that do business with it. The Government Contact Centre brings together the technologies, expertise and facilities to turn this into a reality. We intend to maintain the best centre's leading status in the region through key initiatives we have planned in 2013 that all keep the best interests of the emirate's citizens as top priorities," added Khaled Al Mazrouei, Project Manager, Abu Dhabi Government Contact Centre.
Posted by Veronica Silva Cusi, news correspondent
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Published: Wednesday, March 6, 2013