Abu Dhabi Effortless Customer Experience Awards 2025 Launched To Enhance Service Delivery

The Department of Government Enablement – Abu Dhabi (DGE) has launched the 2nd Abu Dhabi Effortless Customer Experience Awards. This initiative, under the patronage of H.H. Sheikh Khaled bin Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Chairman of the Abu Dhabi Executive Council, aims to recognise entities that have enhanced customer journeys with seamless services. The awards encourage continuous improvement by motivating government bodies to reduce effort and increase satisfaction.

Ahmed Al Kuttab, Chairman of DGE, stated, "The second edition of the Abu Dhabi Effortless Customer Experience Awards builds on our commitment to recognising and empowering government entities that deliver innovative, seamless services enhancing the quality of life for people and businesses. The success of the first edition is a clear testament to Abu Dhabi’s leadership in reimagining government experiences at a global level."

Saeed Al Mulla, Executive Director of Customer Experience at DGE, highlighted the awards' role in fostering innovation. "These awards underscore Abu Dhabi’s ambition to lead in customer experience by embedding a culture of innovation and service excellence across the government. By celebrating collaborative and forward-thinking efforts, we are promoting integrated, efficient, and human-centric services that reflect the needs and aspirations of our diverse community."

The awards have expanded participation criteria to include independently redesigned services using the Abu Dhabi Effortless Customer Experience framework. This approach empowers government entities with training, workshops, and toolkits to lead their transformation journeys effectively.

The initiative is part of a broader strategy under the Abu Dhabi Programme for Effortless Customer Experience. This programme has significantly impacted the community by streamlining numerous procedures. It has reduced service centre visits by approximately 400,000 and cut customer requests by 64%, leading to faster services with less paperwork.

This second edition reflects a more developed customer experience ecosystem. It decentralises efforts while focusing on skill-building and shared responsibility among government entities. The foundation laid by the first edition has been strengthened with manuals and design tools introduced since its inception.

The strategy continues to redefine public services through advanced technologies and a commitment to proactive service design. It aims to enhance frontline talent in government roles, positioning Abu Dhabi as a leader in delivering future-ready public services that are customer-centric.

By promoting a culture of continuous improvement, these awards help ensure that solutions meet real-world needs efficiently. The initiative supports Abu Dhabi's vision to provide world-class customer satisfaction levels through streamlined processes.

With inputs from WAM