Customer Experience Excellence: SCAD Recognised Among Abu Dhabi's Top Government Entities

The Statistics Centre – Abu Dhabi has been ranked among Abu Dhabi’s top 10 government entities after reaching the Excellence level in the Customer Experience Institutional Maturity Assessment run by the Department of Government Enablement, underscoring strong alignment with the emirate’s Effortless Customer Experience agenda and its vision for an AI-native government built on trusted data and user-centred services.

The assessment examines how government entities and companies place customer experience at the heart of institutional practice, looking at strategy, service design, digital and physical delivery, and ongoing improvement. Achieving the Excellence level signals a high degree of Customer Experience Institutional Maturity and indicates that customer-centric thinking is systematically embedded across operations and governance inside each participating organisation.

SCAD’s recognition within the Customer Experience Institutional Maturity Assessment highlights its role in supporting Abu Dhabi’s ambition to be the world’s first AI-native government, where data and intelligence enhance public services. By combining advanced analytics with human-centred design, SCAD contributes to new benchmarks in service quality, institutional trust, and customer satisfaction across the emirate’s wider government ecosystem.

Abdulla Gharib Alqemzi, Director-General of the Statistics Centre - Abu Dhabi, said, "Customer experience at SCAD is not about interfaces or services in isolation. It is about how clearly, reliably, and responsibly data serves decision makers and the public. Reaching the Excellence level reflects disciplined execution, strong governance, and a culture that treats user trust as a core asset. This recognition also reinforces SCAD’s role in enabling an AI Native Government where data, intelligence, and human centric work together to deliver measurable impact for Abu Dhabi."

The Customer Experience Institutional Maturity Assessment supports Abu Dhabi’s Effortless Customer Experience agenda and broader Government Excellence vision by providing a structured, repeatable benchmark. The Department of Government Enablement uses the results to align transformation programmes across entities with the emirate’s strategic priorities, promoting consistent standards for public interaction that span planning, implementation, and delivery of government and semi-government services.

In explaining the Customer Experience Institutional Maturity Assessment, Saeed Al Mulla, Director-General of Customer Experience Affairs at the Department of Government Enablement, said, "The Abu Dhabi Customer Experience Institutional Maturity Assessment is a foundational tool for evaluating how government entities and companies embed customer experience within their institutional practices. It aligns entities’ transformation efforts with the Emirate’s strategic priorities and promotes high-quality standards for customer experience across the entire ecosystem. Over the past four years of implementing the maturity assessment, we have followed a structured approach that combines self-assessment, independent expert validation, and actionable feedback. The program enables entities to identify strengths and areas for improvement, empowering them to translate strategy into exceptional services and life moments. The maturity assessment embeds customer experience as a core institutional capability that drives better outcomes for the public and advances Abu Dhabi’s vision of Effortless Customer Experiences."

SCAD’s ongoing commitment to excellence in customer experience, data quality, and innovation keeps the organisation central to Abu Dhabi’s transformation agenda, as it equips the government ecosystem with reliable statistics, intelligent systems, and user-focused services that raise operational efficiency, support better decision making, and reinforce long-term public confidence in government institutions.

With inputs from WAM