Circular No. (1) of 2022 Concerning the Policy of Providing an Easy and Effortless Customer Experience in the Emirate of Abu Dhabi To all governmental entities and companies in the Emirate of Abu Dhabi Pea

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Circular No. (1) of 2022
Concerning the Policy of Providing an Easy and
Effortless Customer Experience in the Emirate of Abu
Dhabi
To all governmental entities and companies in the Emirate of Abu
Dhabi
Peace and Allah’s mercy and blessings be upon you,
We are pleased to greet you and express our sincere gratitude for your
continuous cooperation to realise public interest.
Based on the constant keenness to provide an easy and effortless customer
experience that meets the current and future needs and expectations of the
various categories of customers across all service provision channels, and
based on the approval of the Executive Committee, we urge you to adhere
to the Policy of Providing an Easy and Effortless Customer Experience in the
Emirate of Abu Dhabi attached to this Circular.
• Circular No. (21) of 2015 concerning the Guide of Customer Service at
the Governmental Entities and Circular No. (2) of 2020 concerning the
Formation of the Government Service Improvement and Development
Team, shall be repealed.
• Any provision in Circular (7) of 2020 concerning TAMM- Abu Dhabi
Government Services website (6/6) and (12/12) shall also be repealed
whenever in contrary to the provisions of this Circular.
•
Thank you for your efforts and cooperation
For your necessary action
May Allah guide you
Abu Dhabi Executive Office
Date: 22/03/2022
For further enquiry, please contact the Customer Experience Sector in Abu Dhabi Executive Office on phone number
02-6688502 or by e-mail: GovService@ECOUNCIL.AE
Attachment: Copy of the Policy of Providing an Easy and Effortless Customer Experience in the Emirate of Abu Dhabi.

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Policy of Providing an Easy and Effortless Customer Experience in the Emirate
of Abu Dhabi
Introduction
This Policy aims at supporting the objectives of Abu Dhabi Government’s strategic
vision in providing an easy and effortless customer experience that meets the current
and future needs and expectations of various categories of customers through all
service provision channels. This Policy has been prepared to provide the main terms
that shall be adhered to and applied using a holistic approach with a view to elevate
customers’ experience to pioneering levels, based on the best applications in the field
of customer experience and to ensure accurate understanding of the capabilities and
aspirations of Abu Dhabi government in this field.
Scope of Application
This Policy shall apply to all governmental entities and companies that provide direct
services to customers, whether individuals, companies, or governmental entities,
through all channels, such as service centres, websites, smart applications, and call
centres.
Policy Terms
 Strategic Orientation
1) Leading the customer experience
1.1 Abu Dhabi Executive Office shall take charge of driving the wheel of positive
change in customer experience in Abu Dhabi government and upgrading it to
new levels by taking the necessary measures to ensure efficient and effective
implementation of this Policy.
1.2 Abu Dhabi Executive Office shall take charge of specifying, defining and updating
the guidelines necessary for implementing this Policy and documenting them in
Customer Experience Guide of Abu Dhabi Government.
1.3 The entities covered by this Policy shall determine the officials who shall be
responsible for following up and coordinating the activities necessary to implement
the requirements of this Policy in their respective entities and confer upon them the
appropriate executive powers, according to the instructions set out in the Customer
Experience Guide of Abu Dhabi Government.
2) Customer Experience Strategy
2.1 The entities covered by this Policy shall prepare, document, update and circulate
their customer experience strategy in line with the strategic aspirations of Abu
Dhabi government and the nature of their functions, and based on a comprehensive
understanding of its internal and external environment, taking into account the current

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and future needs and expectations of customers, according to the instructions set out in
the Customer Experience Guide of Abu Dhabi Government.
2.2 Abu Dhabi Executive Office shall be charged with reviewing and approving the
customer experience strategies for the entities covered by this Policy, ensuring their
alignment with the guidelines set forth in the Customer Experience Guide of Abu
Dhabi Government, and supporting the achievement of the objectives of this Policy.
2.3 The entities covered by this Policy shall define, update, classify and document
their list of services that are provided to customers and the service provision channels
with high accuracy, in accordance with the instructions set forth in the Customer
Experience Guide of Abu Dhabi Government.
2.4 Abu Dhabi Executive Office shall be charged with reviewing and approving the
lists of services for the entities covered by this Policy and their service provision
channels, and ensuring their compliance with the guidelines set forth in the Customer
Experience Guide of Abu Dhabi Government.
2.5 The entities that are covered by this Policy shall define their services, service
packages and priority customer journeys to focus on improving them and enhancing
their performance, according to the guidelines and priority setting criteria as
prescribed in the Customer Experience Guide of Abu Dhabi Government.
2.6 Abu Dhabi Executive Office shall be charged with reviewing and approving
services, service packages and priority customer journeys for the entities that are
covered by this Policy, ensuring their alignment with the guidelines set forth in the
Customer Experience Guide of Abu Dhabi Government, and making the necessary
additions and amendments.
3) Operational plans for customer experience
3.1 The entities that are covered by this Policy shall prepare, document, update,
implement and circulate the operational plan for the customer experience in line
with their customer experience strategy, according to the instructions set forth in the
Customer Experience Guide of Abu Dhabi Government and in cooperation with the
concerned authorities and strategic partners.
3.2 Abu Dhabi Digital Authority shall provide the necessary technical support to the
entities that are covered by this Policy to implement the customer experience strategies
and plans, according to the instructions set forth in the Customer Experience Guide
of Abu Dhabi Government.
4) Measuring customer experience
4.1 Abu Dhabi Executive Office shall be charged with specifying, defining, updating
and measuring customer experience indicators for Abu Dhabi Government that ensure
the achievement of this Policy, according to the guidelines set out in the Customer

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Experience Guide of Abu Dhabi Government. These indicators include, but are not
limited to:
- CX Effortless Score
- CX Effortless Index
- Customer Satisfaction Score
- Score of Satisfaction with the Procedures for closure of Complaints
- Mystery Shopper Index
- Quality of Service Index
- Index of commitment to close complaints in a timely manner
- Index of digitization of government services
- Customer Experience Maturity Index
- Service cost
4.2 The entities that are covered by this Policy shall periodically and systematically
measure their customer experience indexes, follow up on their results across all
channels, and take appropriate measures to ensure continuous improvement of the
customer experience across all channels and according to the instructions set out in the
Customer Experience Guide of Abu Dhabi Government.
4.3 The entities that are covered by this Policy shall periodically evaluate the maturity
level of their customer experience activities and practices, in accordance with the
criteria set forth in the Customer Experience Guide of Abu Dhabi Government.
4.4 The entities that are covered by this Policy shall submit reports regarding customer
experience indexes to Abu Dhabi Executive Office and provide it with the necessary
data and statistics, according to the instructions set forth in the Customer Experience
Guide of Abu Dhabi Government.
4.5 Abu Dhabi Executive Office shall be charged with following up and verifying the
results of the customer experience indicators and activating the appropriate corrective
measures, in coordination with the concerned authorities, and periodically submitting
reports and recommendations to the Executive Council in this regard.
5) Governance of the customer experience
5.1 Abu Dhabi Executive Office shall be charged with defining and updating
the general specifications and standards for customer experience through
various channels, including service provision specifications, complaint handling
specifications, and customer experience governance specifications, as well as
verifying compliance levels and activating the appropriate corrective measures in their

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regard, in coordination with the concerned authorities, and periodically submitting
reports and recommendations to the Executive Council in this regard, according to the
instructions set out in the Customer Experience Guide of Abu Dhabi Government.
5.2 The entities that are covered by this Policy shall prepare, document and announce
their customer experience specifications and standards in line with the general
specifications of customer experience of Abu Dhabi government, in order to ensure the
provision of comprehensive and high-quality services to all categories of customers
in a fair and transparent manner, and shall constantly update these specifications
and standards to keep pace with the necessary updates, and provide the necessary
institutional mechanisms to ensure effective implementation, according to the
instructions set out in the Customer Experience Guide of Abu Dhabi Government.
5.3 The entities that are covered by this Policy shall ensure that the strategic partners
providing the service through the various channels adhere to the specifications and
standards of their customer experience in line with the general specifications of the
customer experience of the Abu Dhabi government.
6) Customer Experience Culture
6.1 Abu Dhabi Executive Office shall be charged with launching strategic initiatives
with the aim of promoting the culture of focusing on the customer experience in the
Emirate and highlighting the pioneering experiences in this field.
6.2 The entities that are covered by this Policy shall build an internal institutional
culture to enhance focus on the customer experience by increasing the awareness of all
stakeholders of the customer experience strategy, and motivating partners, employees
and customers to participate effectively in implementing their plans, initiatives and
activities.
6.3 The entities that are covered by this Policy shall provide the necessary resources
and tools to enhance the culture of focusing on customer experience by implementing
appropriate awareness and training programmes, setting enabling policies and
incentive programmes, and developing initiatives to ensure effective participation in
improving customer experience by all.
 Design
1) Design Team
1.1 The entities that are covered by this Policy shall form a customer experience
design team that is highly qualified in all relevant disciplines to lead and implement
efforts related to designing the services, their packages and the priority customer
journeys, according to the methodology described in the Customer Experience
Guide of Abu Dhabi Government.

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1.2 Abu Dhabi Executive Office shall be charged with creating a stimulating
environment for creativity and joint government work and providing the necessary
technical training to focus on improving customer experience for strategic services,
which include priority services, packages and journeys, to facilitate solving high-level
challenges, especially those related to integration, policies, laws and legislations.
1.3 Governmental entities shall fully commit to supporting the improvement of
customer experience for strategic services, providing necessary information in this
regard, implementing the stipulated initiatives, and submitting a report to Abu Dhabi
Executive Office in their respect, according to the methodology described in the
Customer Experience Guide of Abu Dhabi Government.
2) Service Challenges
2.1 The entities that are covered by this Policy shall define and study the challenges
related to services, their packages and priority customer journeys, and determine
the current status of their performance before starting to re-design them, by using
different research methods, and scientific and objective methods of analysis, based
on comprehensive, reliable and updated data and appropriate scientific tools such as
mapping out the customer experience and making comparisons with the best practices,
taking into consideration the current and future needs and expectations of customers
through the various service channels, according to the methodology set out in the
Customer Experience Guide of Abu Dhabi Government.
3) Creativity and innovation
3.1 The entities that are covered by this Policy shall use the methods and tools
of sequential creative thinking to propose appropriate ideas and scenarios for the
development of services, service packages and priority customer journeys, taking into
account customers’ opinions and in cooperation with strategic partners from the public
and private sectors, in a manner that harnesses modern and pioneering technologies to
serve customers.
4) Future Service Initiatives
4.1 The entities that are covered by this Policy shall put forward strategic initiatives
that look forward to the future to upgrade services, service packages and priority
customer journeys to become easy, accessible and effortless, taking into account the
fulfilment of the needs of all categories of customers through various channels.
 Development
1) Technical development
1.1 The entities that are covered by this Policy shall ensure a full understanding of
the technical tools and systems required to implement future service initiatives and
necessary to build, host, operate and measure services, service packages and priority

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customer journeys, in cooperation with partners from the government and private
sectors, in a manner that ensures optimal use of resources.
1.2 Abu Dhabi Digital Authority shall provide full support for the technical
development of strategic services, and other services, their packages and priority
customer journeys, in cooperation with the entities that are covered by this Policy
to ensure the successful implementation of approved future service initiatives, and
commit to providing a simple and easy to use customer experience through digital
channels.
2) Privacy and security
2.1 The entities that are covered by this Policy shall ensure the development of
strategic services, other services and their packages, and priority and re-designed
customer journeys to ensure that all privacy, security and legal requirements are met
through all appropriate service provision channels, whether digital or non-digital, and
in coordination with Abu Dhabi Digital Authority and the strategic partners.
3) Universal access to the service
3.1 The entities that are covered by this Policy shall ensure the development of the
strategic services, other services and their packages, and priority and re-designed
customer journeys to ensure easy access and availability for all customer segments
regardless of their background and different capabilities in various aspects, through
all channels of provision of appropriate service, whether digital or non-digital, in
coordination with Abu Dhabi Digital Authority and the strategic partners.
4) Informational content and communication
4.1 The entities that are covered by this Policy shall create a content that explains
the information and requirements of obtaining the service for all strategic services,
other services and their packages, and priority and re-designed customer journeys in
a detailed and accurate manner, and present it through means that are commensurate
with the customers’ preferences and behaviours in its different customer segments,
through all appropriate service provision channels, whether digital or non-digital,
in coordination with Abu Dhabi Digital Authority and the strategic partners, and
according to the instructions set out in the Customer Experience Guide of Abu
Dhabi Government.
5) Testing and launching
5.1 The entities that are covered by this Policy shall comprehensively, accurately
and continuously test strategic services, other services, their packages and priority
customer journeys in their new form before and after their launching, to ensure that
they comply with all the launching requirements through all appropriate service
provision channels, whether digital or non-digital, in coordination with Abu Dhabi
Digital Authority and the strategic partners, and according to the instructions set out in
the Customer Experience Guide of Abu Dhabi Government.

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5.2 The entities that are covered by this Policy shall carefully plan for the launching
of the strategic services, other services, their packages and priority customer journeys
in their new form in order to ensure that they operate reliably and continuously after
launching, through all appropriate service provision channels, whether digital or
non-digital, and in coordination with Abu Dhabi Digital Authority and the strategic
partners Strategists and according to the instructions set out in the Customer
Experience Guide of Abu Dhabi Government.
Provision of the services
1) The customers
1.1 The entities that are covered by this Policy shall study, classify, update
and document their customer segments, and ensure accurate understanding of
their characteristics, needs, expectations, behaviours, and the motives for their
communication in a comprehensive and accurate manner, according to the instructions
set out in the Customer Experience Guide of Abu Dhabi Government.
2) Service Providers
2.1 Abu Dhabi Executive Office shall be charged with directing the concerned
officials to provide the necessary training for service providers, i.e. the employees
who deal with customers through various service channels, whether face-to-face or by
using technical systems, to enable them to provide an easy, facilitated and effortless
customer experience.
2.2 The entities that are covered by this Policy shall supervise the qualification of
service providers, provide the necessary training, motivation and empowerment,
and create a supportive work environment in order to ensure that the needs and
expectations of customers are met and to provide an easy, accessible and effortless
customer experience.
2.3 Abu Dhabi Executive Office shall be charged with directing the concerned officials
to activate the competency framework for service providers in Abu Dhabi government
to evaluate all new and existing service providers based on their personal and
technical competencies, knowledge, skills and various abilities, and link the results
of the customer experience assessment to the periodic evaluation of their individual
performance in a motivating and positive manner, according to the instructions set out
in the Customer Experience Guide of Abu Dhabi Government.
3) Relationship with customers
3.1 The entities that are covered by this Policy shall build strong and mutual-
participation relationships with their customers, whether when successfully providing
the services or when dealing with customer complaints, through all service provision
channels, and through the use of supporting technical systems.

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United Arab Emirates
The Emirate Of Abu Dhabi
Issued By The Gereral Secretariat of The Executive Council
of The Emirate Of Abu Dhabi
Office of Legal Affairs
Abu Dhabi - P.O. Box: 19
Tel: +971 26688446 Fax: +971 26669981

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