His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, emphasized that every individual in the UAE society is a partner in developing government services, and every customer is a "secret shopper", which is the rule and standard for the performance of any government agency and the efficiency of services that Provided.
This came when His Highness launched the "Secret Shopper" application developed by the government of the Emirates with the aim of strengthening the role of the customer and turning it into an active partner in developing and improving services through learning about his ideas and proposals, to represent the first smart government platform in the world in eight languages, allowing all residents of the UAE to assess Government services using their smartphones, to make each of them a secret shopper.
The Secret Shopper application builds on the methodology of His Highness Sheikh Mohammed bin Rashid Al Maktoum employing technology in government development, and takes His Highness’s approach by relying on secret shoppers since 1990, to a new level based on smart applications that provide immediate assessments of service centers, which contributes to improving efficiency Working and enhancing government transparency in the Emirates.
His Highness said: “More than thirty years ago we launched the Secret Shopper Program, this trend has now become a comprehensive approach and one of the most important tools for developing government work, today we open the way for all members of society, to be secret shoppers providing the government with immediate assessments of their experiences in obtaining government services, and they convey stories Success and excellence, and they are known by unknown soldiers and supervisory models of government employees, and they monitor aspects of improvement and development opportunities, we want our government services to be the best of its kind in the world.
His Highness added: “The doors of our government are open to people, the customer’s voice is heard, his comments and evaluations are the focus of our attention and our follow-up, the duty of the official in any government agency to interact and communicate directly with people and listen to them directly in the field and develop services according to their aspirations.”
The mystery shopper application available on smart devices is a qualitative addition to efforts to develop mechanisms to provide government services, and is available for users of smart phones operating systems «iOS» and «Android», and is characterized by simplicity and ease of use to enable customers from different segments and categories of a smooth and fast user experience, It includes assessing the experience of obtaining the service, searching for nearby service centers and locating them through the Global Positioning System (GPS).
The application is available in eight languages, which are «Arabic, English, Urdu, Hindi, Spanish, Chinese, French, Russian», for the benefit of all members of society and state visitors, and focuses on evaluating the customers ’journey in its various stages, and allows them to evaluate services in general, in addition to evaluating them Based on several factors, including the location of the government services center, easy access to it, reception, waiting time, ease of transaction procedures, employee behavior, transaction completion time, available payment channels, and others.
Deputy Head of State:
We want our government services to be the best of its kind in the world .. The customer is the referee, and the secret shopper is the standard for the quality and efficiency of services.
More than thirty years ago we launched the Secret Shopper Program ... this trend has become a comprehensive approach to developing government business.
We care about the opinion and evaluation of each customer .. His voice is heard and his comments are the focus of our attention and our follow-up.
Experience evaluation
The Secret Shopper application allows the customer to evaluate his experience while he is at the service center or after completing the transaction and leaving the center, and it provides a space for writing comments about the experience of obtaining the service, which helps the government agencies to understand customers' experiences and aspirations in depth.
The application enables government officials to monitor the performance of service centers and identify unknown soldiers and distinguished employees who provide the best services to the customer, and provides them via an electronic platform with the necessary data to support service development processes and identify strengths and opportunities for improvement.