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Dubai reveals high marks for employee and customer happiness in 2024
Dubai achieved an average customer happiness rating of 93.8%, an employee happiness rating of 86.7%, and a Mystery Shopper score of 95.8%.
Cultivating a capable, well-equipped, and satisfied workforce remains a key focus in the UAE’s large-scale talent acquisition efforts. The latest results from the Dubai Government Customer and Employee Happiness Indices highlight the country’s commitment to enhancing employee and customer satisfaction in dynamic emirates like Dubai.
Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence, and Chairman of the Executive Council of Dubai, endorsed the 2024 results and unveiled the findings of the Mystery Shopper survey. The annual report, issued by the Dubai Government Excellence Programme (DGEP) under the General Secretariat of The Executive Council of Dubai, revealed an average customer happiness rating of 93.8%, an employee happiness rating of 86.7%, and a Mystery Shopper score of 95.8% for Dubai government entities, according to the Emirates News Agency (WAM).
“Under the vision and guidance of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Dubai continues to set new global standards in public service excellence. These achievements are a testament to the dedication and drive of our government teams, ensuring we meet and exceed the expectations of the people we serve. This focus has firmly positioned Dubai as a global leader in innovative and customer-centric governance. The outstanding results in 2024 are a testament to the strength of our commitment to continuous improvement and excellence in service delivery,” Sheikh Hamdan said.
Sheikh Hamdan has directed the DGEP team to improve assessment processes by incorporating customer and employee feedback alongside institutional evaluations. This strategy aligns with the categories of the Government Excellence model, ensuring a comprehensive and inclusive approach. The results will be unveiled at the Dubai Government Excellence Programme award ceremony.
The Mohammed Bin Rashid Housing Establishment, with a score of 98.75%, Dubai Electricity and Water Authority (DEWA), with 97.01%, and the Islamic Affairs and Charitable Activities Department, with 96.99%, were the top performers in customer happiness for 2024.
For employee happiness, the Mohammed Bin Rashid Housing Establishment led with a score of 96.7%, followed by Awqaf Dubai with 96.2%, and the General Directorate of Residency and Foreigners Affairs – Dubai with 95.3%. The Mystery Shopper survey, which achieved a happiness score of 95.8%, evaluates the quality of government services across various channels, including service centers, call centers, websites, and mobile apps.
The survey results offer valuable insights for maintaining high standards and pinpointing areas for improvement. The Customer and Employee Happiness Indices were compiled using an online platform that tracks and compares performance across various government entities. This platform provides crucial information, helping government departments identify areas for enhancement and strategically improve service quality.
“In this era of data-driven decision-making, which represents the future wealth of governments, Dubai has pioneered the use of precise insights to monitor engagement and enhance services. We remain committed to advancing the government ecosystem, enabling entities to excel in delivering innovative, world-class services that exceed expectations while strengthening the agility and resilience of the public sector,” said Abdulla Mohammed Al Basti, Secretary General of The Executive Council of Dubai, and Chairman of the Dubai Government Excellence Programme.
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