GPSSA Enhances Call Centre Capacity To Improve Customer Experience With Ma'ashi Platform Support

The General Pension and Social Security Authority (GPSSA) has upgraded its call centre to handle more calls efficiently. This improvement is designed to enhance customer access to services and ensure quick responses, especially for inquiries about the "Ma'ashi" digital platform, which was introduced last October.

The "Ma'ashi" platform represents a major shift towards self-service and digital systems. Since its launch, there has been a noticeable increase in calls related to it. To support this transition, GPSSA has invested in its call centre, providing comprehensive technical support and guidance to help customers navigate the platform smoothly.

To manage the increased call volume, GPSSA's call centre efficiency and capacity have been significantly boosted. A team of 35 experts is dedicated to supporting customers, focusing on reducing response times and enhancing the overall customer experience. An automated system intelligently routes calls based on their subject and required service type.

This system connects callers with specialised staff who can address various inquiries, including tracking previous requests, technical support, lodging complaints, issuing certificates, or querying additional charges. It also handles questions related to "Nafis," ensuring swift and accurate service delivery.

The automated response system minimises waiting times by providing answers to frequently asked questions. Customers can also opt for a same-day callback for efficient follow-up and resolution of outstanding issues. The enhanced call centre includes additional response mechanisms to further reduce waiting times by directing certain cases for expert assistance.

GPSSA ensures that the upgraded call centre meets stringent verification standards. Customers receive automated notifications and can track instant updates, minimising errors and enhancing procedural efficiency. The authority remains committed to continuous improvement and responsiveness to customer feedback through its call centre.

Performance Improvements

Statistics from GPSSA show steady improvements in call response rates. In September, 32% of calls went unanswered; this rose to 53% in November and 56% in December 2024 before dropping to 48% in January. Notably, unanswered calls fell to just 14% in February following recent enhancements at the centres.

Key performance indicators have improved significantly after increasing capacity and implementing enhanced response mechanisms. The average call response time decreased from 35 minutes to just six minutes. During this period, staff successfully handled over 43,000 calls.

Real-Time Monitoring Enhancements

The centre leverages real-time monitoring and data analysis through a smart control panel for informed decision-making aimed at further improving customer experience. This reflects GPSSA's dedication to operational performance enhancement and delivering high-quality services.

The "Ma'ashi" platform is part of performance agreements for federal government entities for 2022. It aims to modernise pension and social security services as a crucial step towards achieving the UAE's digital vision.

With inputs from WAM