Dubai Police - Customer Service Manager of the Year
Company: Dubai Police, Dubai, United Arab Emirates
Company Description: Dubai Police
Nomination Category: Customer Service & Call Center Awards Individual Categories
Nomination Sub Category: Customer Service Manager of the Year
Nomination Title: Majid Nasser Albardan
Tell the story about what this nominee achieved since the beginning of July 2017 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
Major. Majid Nasser Albardan
Customer Happiness Department Manager,Dubai Police, Dubai, United Arab Emirates. www.dubaipolice.gov.ae
Customer Service Experience Transformation at Dubai Police
Main Submission:
Dubai-Police, since-2016, embarked on transforming its Customer-Service-Experience to achieve highest-level of Customer Happiness; And in the race towards Customer Happiness, High Customer Satisfaction would just be one of the fruits.
I am Major. Majid Albardan, and I was promoted by Dubai-Police Leadership to Lead the Customer Happiness Department and this Extremely Ambitious Transformation.
My Journey to lead and succeed at this, has been beyond amazing, and My Team and me feel blessed for being chosen to deliver a project that has direct impact on Dubai, its Users, and its Number One Strategic goal to become “the Happiest-City-on-Earth”.
One of the main triggers for the transformation was Dubai Government’ requirement to move from measuring Customer-Satisfaction, to measuring Customer-Happiness. Other Triggers consisted of: Dubai Police desire to take a deeper dive into the customer, and become a true Citizen-Centric Organization that thinks services from outside-in rather from inside-out.
Tools-and-Techniques for the transformation program included building the desired team, conducting Multiple sessions of Brainstorming, Focus-Groups, Co-Creation, innovation labs and open innovation involving customers, Partners and stakeholders.
Inputs such as Customer-Data, Customer-feedback, Customer-Journey-Mapping, Complaints, Suggestions, satisfaction Surveys, Mystery Shoppers Reports and Design Thinking sessions’ deliverables where analysed and visualized using modern Analytics tools such as Microstrategy, Power BI and Tableau to “read actionable Insight”.
Dubai-Police is a unique organization, being one of the entities of Dubai Government and also strategically related to the Ministry of interior; As well as being a local, regional and International player.
As such, DP Strategy must align to all partners and fulfil all Customer and Partner Needs & Expectations.
At Dubai government Level, “People Happiness” has been set as the Number one strategic goal. Similar goals also exist at Ministry of Interior level.
Dubai Also strives to be the Happiest City on Earth and has adopted a Service Model called “The 7 Star Service Model”, and several other initiatives such as “Dubai 10 X” which aims to produce products and services that are 10 years ahead.
Rapid changes in Customer Service and Emerging Technologies has made Customer Experience a Moving Target, and meeting customer needs & expectations is no longer enough to achieve high levels of Customer Satisfaction / Happiness.
Making Customers Happy is the now the goal, and this requires Dubai Police to continuously take a deep dive into the Customers, Validate the Customers’ Segments, Identify The Customers’ Needs, Expectations, Customers’ Pulse and analyse Customers Appetite towards Dubai Police Services, Channels and Touch points.
The aforementioned and more gave birth to the “DP Customer Experience Transformation Program” with the aim to take Customer Experience to a new level that meets and far exceeds Customer Needs & Expectations. A Level we call at DP “The Future of Modern Day Policing”.
Achieving, sustaining and growing success of this initiative is critical to empower Dubai to reach its goal of being the happiest City on Earth.
To achieve this “Transformation Program”, my team and me designed, developed and deployed the program and its related projects with direct collaboration between Dubai Police and its Partners, Suppliers & Customers.
Several key initiatives were designed, planned and implemented to achieve the Success of the Transformation Program, and they are:
- “The Smart Police Station (SPS)”, (A Guinness Book record holder as first unmanned police station in the world)
- “Smart Step Initiative”,
- “Drive Thru Police Service Points”,
- TISSE Certification-(International Institute of Customer Service "TICSI”) for all Police Service Centers- (Dubai Police Received a 5 Star Rating with a score of %97.8 to become the first Police Organization in the world to receive this from first round)
- Managed to get nominated for Hamdan Awards (Most-Prestigious-Government-Award)
- EFQM Platinum-Award-Winner
Sustainability and Growth Plan to assure the continued success of the Transformation