Dubai Crown Prince and Chairman of the Dubai Executive Council Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, commissioned the launch of the Star Rating System for all service delivery channels in the Government of Dubai including Call Centres, Websites, Smart Applications, as well as Customer Service Centres.
The launch of the Star Rating System for all service delivery channels comes in line with the vision of President His Highness Sheikh Khalifa bin Zayed Al Nahyan towards improving and developing government work leading to highest level of customers’ satisfaction. The move also realises the directives of UAE Vice President, Prime Minister and Ruler of Dubai His Highness Sheikh Mohammed bin Rashid Al Maktoum, in the transformation to the Smart Government model.
“We want to deliver an exceptional experience to Customers of Government of Dubai across all service delivery channels and we don’t want that to be limited to Service Centres. Instead, we want to encourage smart and innovative methods to reach the public in order to create the best Smart Government model,” H.H. Sheikh Hamdan bin Mohammed said.
The Dubai Crown Prince also approved six new categories for the “Hamdan bin Mohammed Award for Smart Government” aimed to encourage government entities to raise the competencies of all service delivery channels and reward individuals who contribute to achieving this strategic goal.
The Star Rating System will determine the level of all service delivery channels used by the Dubai customers through assessment and classification of not only Service Centres, but also surpassing that to other service delivery channels. The system also aims to stimulate positive competition between service providers in order to improve public services in Dubai to unprecedented levels and deliver exceptional customer experiences.
The evaluation criteria for the Star Rating System for all service delivery channels are based on the guiding principles of ‘Dubai Model’ for Government Services which is recognised internationally by six specialised and well-respected organisations as well as the criteria of the Hamdan Bin Mohammed Award for Smart Government. It also takes into consideration the requirements of the star classification implemented on the federal leve,l as well as the evaluation criteria issued by Dubai Smart Government. The system includes several perspectives including star rating for customer service centres, call centres, websites, and Smartphone applications.
The Government of Dubai has evaluated a number of customer service centres during the previous year (2013) and their classification will be updated to the new Star Rating System as follows:
Current Centre Classification                Star Rating
Bronze Centre (Qualified Centre)           4 Stars
Silver Centre (Excellent Centre)               5 Stars
Gold Centre (Model Centre)                     6 Stars
Platinum Centre                                         7 Stars
 The Star Rating System allows Dubai government entities to compete in the ‘Hamdan Bin Mohammed Award for Smart Government’ in the specific categories for service delivery channels. The categories are Best m-Government Service Award, Best Service Star Award, Best Service Centre Manager/Director Award, Best Service Centre. Further categories have been added in order to support the Star Rating System which are Best Call Centre Award, Best Call Centre Manager Award, Best Website, Best Website/Smartphone Application Manager.
The Star Rating System is added as a main component of the ‘Hamdan Bin Mohammed Programme for Smart Government’ and will be administered by Dubai’ The Model Centre in The Executive Council of Dubai to provide the necessary support to government entities. The Executive Council of Dubai will receive applications for Star Rating for all service delivery channels, and will assist government entities to apply for the Star Rating throughout the year. Participating entities will then be assessed by Dubai’ The Model Centre while Star Rating Plates with the classification will be distributed to different service delivery channels within Dubai (customer service centres, call centres, electronic websites, and smart applications) by Dubai’ The Model Centre.