Dubai Customs has boosted customer satisfaction with its services through the Client Ambassadors Initiative, launched last year. Based on a survey conducted recently, the initiative achieved record results in terms of customers’ satisfaction with the customs services delivered by DC.
The Client Ambassadors Initiative is an epitome of a successful government as portrayed by H.H Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice-President and Prime Minister, and Ruler of Dubai, when he said: “A successful government reaches out to the citizens rather than wait for them to come to it.” Dubai Customs works on realizing this goal by assigning an employee-ambassador to each group of clients within the same business sector. This strategy has enabled Dubai Customs to be much closer to the needs and expectations of its customers.
The initiative was proven efficient by the findings of the first survey carried out by DC to measure customers’ satisfaction with its services and facilitations being offered through the initiative. 97% of the clients surveyed said the initiative supports growth of their businesses, while 92% of them said it serves their business interests by facilitating direct contact with the ambassadors who provide them with all necessary information to complete their customs transactions easily and swiftly. 99% believe that this initiative enhances their customs knowledge and therefore improves their business efficiency by saving the client’s time and effort.
Ahmed Mahboob Musabih, Executive Director of Customer Management Division at Dubai Customs, said, “Achieving the highest levels of customer satisfaction is one of the core objectives of Dubai Customs. For that purpose, we launched the Client Ambassadors Initiative. We henceforth endeavour to closely monitor how well the initiative responds to our customers’ aspirations by surveying them.” He added that the results of the survey will be used to continuously develop the initiative with a view to delivering top-quality customs services, as this will enhance Dubai’s competitiveness in attracting businesses, which constitutes one of DC’s key responsibilities.
Samira Abdul Razzak, Director of Customer Management Department at Dubai Customs, remarked that: “Assigning an ambassador from among our staff to a specific set of customers to meet them in their offices and follow up with them in regard to their customs requirements is one of the latest administrative experiences worldwide. Modern communication means, in spite of their significance, are not sufficient to achieve high interaction levels with clients and so must be complemented by direct human interaction.” She further explained that behavioural psychology confirms 70% of corporate expenditure decisions are based on customer loyalty and how these customers are influenced by direct interaction with customer service team.
One of the major advantages of the Client Ambassadors Initiative is that it helps process all customer’s transactions via one single employee – the client ambassador – who is able to precisely determine the client’s customs requirements and cater to their business needs on the spot. This method benefits not only the customers, but also Dubai Customs through constant engagement of the clients as consultants in the development and improvement of its services and performance as a leading government administration.