Ministry Of Sports Initiates First Customer Councils For 2025 To Enhance Service Delivery

The Ministry of Sports has initiated its first "Customer Councils" meeting for 2025, under the Zero Bureaucracy Programme. This initiative underscores the ministry's dedication to enhancing government services and operational efficiency in the sports sector. Dr. Ahmad Belhoul Al Falasi, Minister of Sports, and Ghanim Mubarak El-Hajeri, Undersecretary of the Ministry of Sports, attended alongside over 40 representatives from national sports federations.

Dr. Al Falasi highlighted that the inaugural Customer Council for 2025 demonstrates the ministry's commitment to involving customers in developing sports services. He stated, "At the Ministry of Sports, we operate according to a participatory approach based on innovation, integration, and flexibility. We believe that true development begins with the customer, who is best positioned to identify challenges and propose practical solutions based on their daily experience."

The 'Customer Councils' initiative is one of several innovative tools designed to improve communication with stakeholders. It offers an open platform for exchanging ideas, addressing challenges, and identifying opportunities for development. The councils aim to enhance user experiences by streamlining procedures and expanding access to efficient sports services supported by technology.

Following the council meeting, dedicated teams within the Ministry of Sports began reviewing proposals and feedback from federation representatives. These suggestions are being prioritised for implementation to support operational excellence and raise service quality across all areas. This reflects a commitment to transparency and flexibility in service delivery.

The ministry has launched 'Sportifai,' a digital transformation platform aimed at digitising processes and accelerating their completion. This platform facilitates access to services by providing data to all sports entities in the country within a unified ecosystem. It uses advanced technologies like artificial intelligence and precise data analytics.

This integration of direct engagement through Customer Councils and digital transformation aims to offer a seamless experience for users while enhancing service efficiency. The goal is to support the future of Emirati sports by providing equitable and flexible services that meet customer expectations.

Commitment to Global Leadership

The Ministry's efforts align with the objectives of "We the UAE 2031" vision, which seeks to position the UAE as one of the world's most efficient governments. By reducing administrative burdens and simplifying procedures through initiatives like Customer Councils, the ministry contributes to this vision.

These initiatives reflect a broader strategy to improve government service delivery by engaging directly with customers and leveraging technology. The focus remains on achieving global leadership in delivering services that not only meet but exceed customer expectations.

With inputs from WAM