The Program

Based on the directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, the Dubai Government Excellence Program was launched in 1997 to promote a culture of excellence and enhance the performance and services of government entities. The program launched a series of studies to measure the satisfaction of customers with government entities in Dubai, including customer satisfaction surveys and mystery shopping studies.

• In 2015, the Dubai Government Excellence Program launched an initiative to transform the study of customer satisfaction surveys to customer happiness study, following the vision and directions of His Highness Sheikh Mohammed bin Rashid Al Maktoum.
• In 2018, the evaluation criteria of both Dubai Government Excellence Program and Dubai Model Center for Customer Studies were merged under the care of the General Secretariat of the Executive Council in Dubai.
• In 2019, the general Secretariat of the Executive Council in Dubai added Society Opinion module evaluation criteria to most of Dubai Government entities. The Customer Happiness Index (CHI) was generated based on “Customer Happiness Survey”, “Mystery Shopping Survey”, and “Society Opinion Survey” respectively.
• In 2020, Due to COVID-19 Pandemic new attributes were added to evaluate the entities on their alternatives taken during the pandemic under a new factor called “Crises Management”. Also, there was a collaboration with Smart Dubai to integrate the customers feedback on the e-services under the Customer Opinion Survey results.
• In 2021, Mystery Shopping and Society Opinion surveys were separated from the CHI calculation. CHI includes only Customer Happiness (CH) scores and Happiness Meter scores from Digital Dubai. The attributes related to the precautionary measures were redesigned and distributed to reflect the current situation in Dubai during the evaluation time. The service centers' evaluation included the outsourced centers where applicable.
   

The Happiness study aims to improve the level of happiness among Dubai government customers in the various government entities through:

• Measure the customer happiness index which includes two components: Customer Happiness Survey (DGEP) and Happiness meter (Digital Dubai). 
• Provide information that helps to improve the customer happiness.