1. CUSTOMER ENGAGEMENT IN SMART GOVERNMENT LEARNING FROM GLOBAL CASES
Dr. Wafa Abu Snaineh
Special Advisor to Dubai the Model Centre, The Executive Council of Dubai Government
Partner – HNW Research and Management Consultancy
@wsnaineh

2. SMART GOVERNMENT - EMERGING TRENDS
Mobile and its possibilities
Open data
Big data
The Internet of Things (IoT)
Intelligent Machines
Cloud computing
Next-generation networks
Webinar - (good for speaker preparation)
© HNW Research and Consulting. Reproduction is forbidden unless authorized. All rights reserved.

3. YET, SMART GOVERNMENT IS NOT ABOUT TECHNOLOGY
main success factors
Customer Focus
Innovation
Efficiency
© HNW Research and Consulting. Reproduction is forbidden unless authorized. All rights reserved.

4. KEY QUESTIONS asked by SMART GOVERNMENT EMPLOYEES
Where does my service stand at today? What measures to focus on?
How does a great public service look like?
How do I improve my services?

5. ONE SIMPLE WAY TO FIGURE OUT!
ENGAGE THE CUSTOMER

6. CUSTOMER ENGAGEMENT DEFINED
THOROUGH UNDERSTANDING of CUSTOMER CURRENT NEEDS AND FUTURE EXPECTATIONS. PUTTING The CUSTOMER at the HEART of service DESIGN, DELIVERY and EVALUATION.

7. “WHAT MATTERS MOST TO CUSTOMERS DOES REALLY MATTER!”
You are a customer of a specific bank. What matters to you most from these attributes:
Speed
Integrity
Ambiance

8. “WHAT MATTERS MOST TO CUSTOMERS DOES REALLY MATTER!”
You are inviting your family for dinner tonight. What matters to you most from these attributes:
Speed
Integrity
Ambiance

9. THE PUBLIC SERVICES LADDER
What customers want from smart Governments?
THE PUBLIC SERVICES LADDER
Tracking
Personalization
Interaction
Security and authentication (personally identifiable information)
INFORMATIONAL information on entities and services, reports, forms
TRANSACTIONAL completing and submitting forms, with or without payment
CO-CREATION
High level of engagement
High quality information
Transparency
Rigor
Accuracy
Usability
Source: © HNW Research and Consulting. Reproduction is forbidden unless authorized. All rights reserved.

10. XQUAL©- THE CUSTOMER ENGAGEMENT TRIANGLE KEY PRINCIPLES
Insights
Journey Mapping
Measurement
No assumptions
Balanced tools
Factual decisions
Firm and objective
High level of transparency
Focused on learning and improvement
Balanced
End of end journey
All possible senses
Validate at all stages
Check out other chart
Source: © HNW Research and Consulting. Reproduction is forbidden unless authorized. All rights reserved.

11. Xqual Insights©- Integrated Customer Insights Systems STRATEGIC ANALYTICS OF CUSTOMERS’ INSIGHTS
Data Collection
Communication To Customers
Customer Reach/Aquisition
Customer Tracking And Monitering
Customer Relationship Building
Enhancement of
Customer Adoption
Segmentation
Profiling
Portfolio analysis
Campaigning
Engagement
etc
Check out other chart
Source: © HNW Research and Consulting. Reproduction is forbidden unless authorized. All rights reserved.

12. Customer Experience Maps
Check out other chart
© HNW Research and Consulting. Reproduction is forbidden unless authorized. All rights reserved.

13. PRINCIPLES of CUSTOMER JOURNEY MAPPING
A customer journey is an end-to-end consists of more than delivery intention/stage
A customer journey of a main service in the public sector consists of more than 1 public service
(Dunn and Davis 2003)

14. COGNITIVE VS. EMOTIONAL
The tool includes both emotional and cognitive metrics, the tool measures
Service quality – cognitive
Satisfaction – emotional
Trust – emotional
Order of questions allow for customers’ cognitive processing first
Source: (Berry, Carbone et al. 202)

15. Xqual Measure©
Measurement tools should be designed to cater for the end-to-end nature of experience journeys
Service Quality
Pre-transaction
Post-transaction
Transaction
© HNW Research and Consulting. Reproduction is forbidden unless authorized. All rights reserved.

16. SERVICE DELIVERY CAPABILITY
REMEMBER!
SERVICE DELIVERY CAPABILITY
Improving government services quality requires at first an understanding of the model government service criteria and their systematic and organized implementation
The Self Assessment tool provides means to assess the degree of implementation of each of these criteria in the different service delivery centers.
The Self Assessment tool helps the government entities assess their internal capabilities as well as identifying their strengths and weaknesses, benefiting thereof to set the improvement priorities in a scientific and systematic manner.
Source:

17. City Makers Competition – Case Study
The initiative aimed at supporting government entities to improve their main shared services in a collaborative way through stimulating creative thinking and cultivating an environment of inspiration and futuristic thinking.

18. Data Collection and Research
Nov
Dec
Data Collection and Research
Jan
Customer Experience Mapping Workshops & Customer Validation Workshops
City Makers Boot Camp
Implementation and Follow-up
Submission of Service Improvement Results
Oct
International Judging Panel
Dec
Hamdan bin Mohammed Award for Smart Government

19. Electricity and Water Services
Dubai Municipality
Dubai Electricity and Water Authority
Mohammed Bin Rashid Housing Establishment
Road and Transport Authority
Emergency Ambulance Services
Dubai Corporation for Ambulance Services
Dubai Health Authority
Dubai Police
Directorate General of Civil Defence
The Talented and Gifted Services
Dubai Culture and Arts Authority
Dubai SME
Knowledge and Human Development Authority
Department of Tourism and Commerce Marketing
Social Services
Community Development Authority
Dubai Courts
Dubai Foundation for Women and Children
Department of Economic Development

20. Venue Layout

22. “THE GOVERNMENT SOLUTION TO A PROBLEM IS USUALLY … AS BAD AS THE PROBLEM”
Milton Friedman

23. Dr. Wafa Abu Snaineh
@wsnaineh
THANK YOU