Page 44 - ITU-T Focus Group Digital Financial Services – Executive Summary

Figure 3 – DubaiPay ESS Transactions

DubaiPay has significantly contributed to public sector electronic commerce in Dubai.
Similarly, SMS mobile messaging is implemented as a shared service and more than 285 million SMS
messages were sent by government entities, schools and some private entities in 2016.

Key Enablers
Leadership Support: Commitment at the highest levels in the government has been crucial to ensure ESS
success. ESS initiative was linked to the overall vision of digital transformation of the Dubai Government and
recently of the city itself. His Highness' commitment and follow-up has continued over the years and his
leadership steered Dubai into the right course. Due to the continued political support at the highest levels,
ESS have been rigorously tracked and championed by different government entities in Dubai.
Customer Engagement and Participation: ESS aim to solely serve the customer. They are utilized by customers
to meet their business needs. Hence, understanding, identifying and incorporating the customer needs in ESS
implementations are absolutely crucial. In order to achieve this, proactive customer engagement, facilitation,
and participation have been essential. Customer engagement and participation has increased the buy-in and
the ownership of ESS considerably.

For example, GRP ESS implementation entailed intensive engagement and facilitation of government entities’
staff and required more than 100 government-level innovation workshops, attended by more than
300 representatives from different government entities referred to as ‘business owners’. These “business
owners” have streamlined, standardized, and automated more than 200 back-office support and
administrative processes. Majority of the innovations in ESS came directly from the users and planners of
ESS.
Customer Satisfaction and Management: It is of utmost importance to achieve customer satisfaction in ESS
delivery. Operational efficiencies (intended cost savings) are one vital side of the coin but the other side is
definitely customer satisfaction. High customer satisfaction has enabled high adoption of ESS, which in turn,
has enabled achievement of the intended operational efficiencies.

Over the years as the number of ESS roll-outs and the number of customers increased, the need for formal
customer management has risen almost naturally. Handling customer needs and expectations and resolving
various ESS incidents related to customers were critical for the success of the initiative. In 2015 alone, there
were more than 41,000 customer inquiries which needed to be resolved.

40 U4SSC series