Page 12 - Case study: Smart Dubai Happiness Meter in Dubai, United Arab Emirates

City-Wide Implementation of the Happiness Meter: Smart Dubai has implemented Happiness
Meter in a phased-manner spanning both public sector and also selected private sector entities. It
allowed Smart Dubai to unify its city experiences’ Happiness Measurement through a simple tool.
The implementation followed the below general approach:

• It was initiated in a handful of government entities as a pilot and included digital channels only,

• It was gradually rolled out to more than 50 government entities in a year mostly encompassing
their digital channels (websites, mobile apps, kiosks, etc.),

• The roll-out was then extended to include physical channels of government entities including
their customer service centres (i.e. counter-based face-to-face services),

• The Happiness Meter design was tested with heavy involvement of users and the tool was
intentionally made exceptionally simple and easy to use as confirmed during extensive user
experience testing,

• The rapid success and uptake enabled Smart Dubai to extend it to several private sector entities
at the city level and their customer service delivery channels in addition to a comprehensive
coverage in the public sector entities,

• The initial version of the Happiness Meter entailed selecting one of the three happiness choices
(happy, neutral and unhappy). The subsequent version included asking for a very brief feedback
as to what makes the users of happiness meter give the ratings they opt for. This allows service
providers to gather short, yet insightful feedback from their customers and allows targeted
improvements in their service delivery.

Data collected through Happiness Meter and Analyses: Smart Dubai collects the following data
through the Happiness Meter:

• Happiness score (one of the three options; happy, neutral, and unhappy),

• The entity for which happiness score was given

• The channel for which happiness score was collected (e.g. Web, Mobile app, Service Center and
Counter, etc.),

• The time of the transaction

• Optionally, customers can provide any general comments or feedback from the users about the
service (what makes them happy, what aspects can be improved, etc.),

• Optionally, customers can separately rate and provide feedback on the following attributes
(relevant ones are presented to the user depending on channel type; e.g. center appearance
applies only to customer service centers):

6 Smart Dubai Happiness Meter | Dubai, UAE