UAE announces Customer Happiness Formula to achieve happiness goals

Her Excellency Ohood bint Khalfan Al Roumi, Minister of State for Happiness, revealed a Customer Happiness Formula to offer a effective tool for government employees to accomplish the happiness objectives under the UAE's National Programme for Happiness and Positivity initiative.

Addressing an introductory workshop on the Formula for federal entities arranged by the Emirates Government Services Excellence Programme, HE Al Roumi said: "The UAE government under the leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, is eager to transform all government ministries and institutions to happiness destinations by issuing happiness policies and programmes and developing a happy work environment. The launch of the Customer Happiness Formula highlights the government's dedication to offer services that accomplish consumer happiness and ensure the happiness of the entire community."

HE Al Roumi stated the Customer Happiness Formula is one of the extensive initiatives to develop government services and build efficient collaborations in between workers and customer by scientifically measuring the level of customer happiness.

Observing that the National Programme for Happiness and Positivity makes the UAE among the very first nations to release specific initiatives to please clients, HE Al Roumi described that the Programme is based upon three themes: Happiness and positivity in government work; Happiness and positivity in lifestyle; and Measuring happiness and positivity.

Raising awareness about National Programme for Happiness and Positivity initiatives
The seminar attended by deputy ministers, director generals and a variety of officials from federal entities highlighted the role of the senior management in government entities in creating a workplace that promotes innovative ideas and translates them into services that provide happiness and positivity.

Her Excellency Hessa Essa Buhumaid, Assistant Director General for Government Services in the Prime Minister's Office, said as one of the major initiatives of the National Programme for Happiness and Positivity, the Customer Happiness Formula is an important tool in attaining happiness and positivity in the government work.

She stated the Formula includes three primary components: Employee who take pride in providing excellent government services; Government entities that are dedicated to making customers happy; and positive and proactive customers who are willing to provide suggestions and contribute to the development of innovative services that creates happiness.

Translating UAE's approach to happiness to reality
Dealing with a lecture on 'Common Services Design for Happier Customers', Marc Stickdorn, a specialist in service design, described how services can be innovated by including the customer to make consumer possible. He explained the Customer Happiness Formula as the translation of the UAE government's technique to accomplish happiness for all. Stickdorn described that the existing and future global trends are concentrated on consumer experiences to provide service that satisfy needs and aspirations of clients, and engage them effectively in creating services that achieve their happiness .

He also described five principles to design services based on happiness of customers: Understanding the visions and aspirations of customers; Involving customers in the service design; Sequencing services within a series of interrelated factors; Designing services based on stages of service development; and Taking into account the environment of providing the services.

Stickdorn is a speaker and consultant in the field of services design at Management Center Innsbruck in Austria, and an international specialist in strategic management, marketing and design services in areas based upon client experiences. He is likewise the author of 'This is Service Design Thinking'.
Highlighting the leadership of the UAE in the field of happiness, the participants in the seminar explained that the government is striving to spread out happiness in all sectors through programmes and initiatives aimed at offering the best services based upon international best practices..

Dr. Mohamad Al Kaabi: Concept of happiness a legacy from Sheikh Zayed
Dr. Mohammed Mattar Al Kaabi, Chairman of the General Authority for Islamic Affairs and Endowments, applauded the UAE efforts to embraced initiatives to offer happiness to the community within a national structure. The idea of happiness has been inherited from the founding father of the UAE, Sheikh Zayed bin Sultan Al Nahyan, who strove to make the UAE an incubator for happiness, and created an environment of happinessfor all citizens and residents.
He added: "The Authority is eager to provide the very best service experiences to all consumers, and make sure that the services they receive surpass their goals. The Customer Happiness Formula will offer a huge boost to the efforts of the government to accomplish happiness for all."

Central Bank to develop mechanisms to ensure customer happiness
Mohamed Ali Bin Zayed Al Falasi, Deputy Governor of the UAE Central Bank, said the bank is working to develop the systems to ensure happiness for all customers Al Falasi added that the systems will be based on a set of standards to determine quality, performance, regulations and legislation that guarantee a much better experience to banking customers.

Saif Al Suwaidi: Government focused on achieving happiness of customers
Saif Ahmed Al Suwaidi, Assistant Undersecretary for Institutional and Support Services in the Ministry of Human Resources & Emiratisation, pointed that the Customer Happiness Formula offers an integrated tool to attain the wanted objectives in consumer happiness. Stating that a pleased workplace reflects favorably on employees and brings happiness to clients, Al Suwaidi said the UAE government under the leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum has been working to provide happiness for all sections of society. He commended government entities for adopting the visions and instructions of His Highness and turning them into reality in a short period of time.