Committed to enhancing customer happiness

Maryam Bin Ali, Acting Manager, Customer Service, Finance Affairs and Administration Department, Dubai Civil Aviation Authority (DCAA)

Maryam Bin Ali, Acting Manager, Customer Service, Finance Affairs and Administration Department, Dubai Civil Aviation Authority (DCAA)

In line with the vision of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, the Dubai Civil Aviation Authority (DCAA) has been taking active initiatives toward ensuring satisfaction and happiness of its customers.

In 2016, the Authority scored approximately 95 per cent on the Happiness Meter and continues to work toward increasing this level, Maryam Bin Ali, Acting Manager, Customer Service, told Via Dubai in an interview. 

The Authority has also launched special service for its customers above 60 years of age and for those with disabilities toward easy and smooth processing of transactions. 

In addition, there is a plan for customer service staff to attended sign language training, in order to make DCAA a disabled-friendly organisation, said Maryam, as she shared her role in the DCAA and the initiatives toward enhancing customer happiness. 

Excerpts from the interview: 

Can you share with us your role and the contribution of the Customer Service Centre to the vision of the Dubai Civil Aviation Authority? 

The Customer Service Centre was launched in May 2015 and I joined DCAA in June 2015. 

Being associated with building the centre from early on, I have been very closely involved in the growth of customer service centre, from creating and improving the procedures to using new technology for better customer service. 

We have worked with different departments in the DCAA, whether it is IT, Strategy or Administration, in order to understand their requirements well and come out with methods and procedures which ensure that all their requirements related to customer service are taken care of. 

The Dubai Civil Aviation Authority (DCAA) is driven by the vision of Dubai becoming the global Aviation Capital, contributing to prosperity, and enabling growth for Dubai. Ensuring customer satisfaction and happiness is amongst the highest priorities with the Authority. 

We do this through various channels which include handling official emails, chat on website to answer customer queries, customer calls, attending to visitors and responding to those who contact us through the website. Our goal is to deal with the queries in the shortest possible time and most effective way. 

How do you ensure high rate of customer satisfaction and happiness? 

In line with the vision of our great leader His Highness Sheikh Mohammed Bin Rashid Al Maktoum, the DCAA has introduced Happiness Meter and several other initiatives toward ensuring satisfaction and happiness of all the customers. 

In 2016, we scored near to 95 per cent on the Happiness Meter. Our goal is to increase this happiness level to 100 per cent. In order to achieve that, we focus on areas where a customer has shown dissatisfaction. 

We try to understand their issue, take their feedback and take the necessary action so that the customer is satisfied. 

In addition, any suggestions and complaints we receive through any of our channels that customers communicate with us, we distribute them to the concerned departments for a proper action and also follow up. 

We do not ignore any category of our customers. 

Toward this, we have launched a special facility for our senior customers, above the age of 60 years, and those having disabilities. 

When they come to our office, they just need to call us and we will help them to complete their transactions while they sit and wait in the office or they can even wait in their car and the transaction will be completed by us. 

Are there any new initiatives launched to enhance customer experience? 

Customer service is a continuous process and there are many new efforts we have taken to enhance customer experience. Recently, we observed that at times our customers had to queue up and wait for their transactions to be completed. 

To address that, we came up with an electronic queuing system wherein the customer is issued a token number through an SMS and he can wait in the customer service area which is fully equipped and they can have coffee, tea and water and read magazines. 

We have also launched a system where we integrate the Emirates ID of a customer with our Customer Relationship Management (CRM) system, which speed up the procedures. 

How does DCAA ensure that its customer service employees are updated on the latest procedures? 

The employees are trained well. The training is not only to ensure that the employees engaged in customer service understand the systems and the technology well, but also in all the areas where new initiatives are taken which could impact service to our customers. For instance, we are undergoing training in sign language, with which we will be able to cater to our customers with disabilities. 

As an employee in Customer Service, how do you find the work culture in the DCAA? 

At the DCAA I got the opportunity to work in customer service very closely. The work culture is highly inspiring, new suggestions especially those related to technology area always welcomed. 

I feel very honoured to be part of the DCAA and to be in customer service, especially in Dubai where our great leader His Highness Sheikh Mohammed inspires us to give our best and ensure happiness of all. 

I am committed to give my best. 

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