TEXPO

In order to meet and exceed customer expectations, it is important to know more about what individuals and businesses need from the government and how the government can bridge the gap between what need and what it currently provides. In order to help achieve this, TEXPO conducted the Dubai eGovernment Customer Satisfaction Survey 2007 to do a gap analysis and recommend measures to exceed customer expectations, with the ultimate goal of achieving His Highness’s target of a minimum of 50% adoption rate of eServices by customers.

The Business Drivers

The Dubai eGovernment Customer Survey 2007 aligned perfectly with Dubai eGovernment’s commitment of delivering customer-focused services to achieve electronic service delivery excellence. Delivery excellence cannot be classified as such without being measured and evaluated in terms of eServices satisfaction.

Dr Safaraz Alam, CEO, TEXPO said, “The results of the survey helped establish a baseline to action plans and targets for future years. Dubai eGovernment was able to identify factors related to customer satisfaction and also usage patterns to improve future eServices across various departments.”

The survey was conducted with the following objectives in mind:

• Establish a baseline against which to measure future change and to identify specific eServices aspects that require immediate improvement
• Customers’ awareness of eServices provided by various Dubai Government Departments
• Understand the reasons for using or not using eServices provided by various Dubai Government Departments• Customers’ confidence and trust in eServices in terms of security, privacy and information protection
• Frequency of using the eServices provided by various Dubai Government Departments
• Extent to which factors of satisfaction such as, but not limited to, awareness, preference, value, meeting expectations, and improvement, have been met
• Extent to which the drivers of satisfaction such as, but not limited to, timeliness, access, outcome, completeness and comprehensiveness of information or product offering, knowledge of customer service representatives, and issues of privacy and security
• Expected or perceived satisfaction with the eServices provided by various Dubai Government Departments
• Experienced or actual satisfaction with the eServices provided by various Dubai Government Departments
• Identification of the major drivers of customer satisfaction and their impact on overall satisfaction
• Identification of relationship between customers’ demographic factors and usage of various eServices

Taking Action

In order to achieve the above mentioned objectives 1,000 individual customers and 600 business customers were interviewed over the telephone and face-to-face. Considering the sensitivity and significance of the survey a systematic approach was adopted to complete the survey successfully.

Questionnaire Development

Two similar but not identical questionnaires were developed after investigating the purpose and scope of the survey. Both the questionnaires consisted of 33 questions. The first 19 questions were for all the respondents and the remaining questions were related to only eService users. For demographic section two different sets of questions were used for individuals and businesses.

Questionnaire Pre-Testing

• Both the questionnaires were pre-tested to determine the following:
• Whether the flow of questions is logical and orderly
• Whether questions seem relevant and appropriate to customers
• If customers are able to easily understand and respond to questions
• If response categories are adequate to yield meaningful results
• Whether questions truly reflect the issues to be measured

For individuals, 20 pre-test interviews were conducted and for businesses 15 pre-tests were conducted. Some minor adjustments were made to the questionnaires to ensure that they fully meet the survey objectives.

Survey Sample Size

In order to obtain a statistically representative sample size, it was decided to interview 1,000 individuals and 600 businesses. The sample size of 1,000 and 600 for individuals and businesses respectively yielded the results to be accurate to within approximately 4.0 percentage points 19 times out of 20.

Survey Sampling and Data Collection

As mentioned earlier, individual and business customers were interviewed using similar but not quite identical questionnaires. For individuals the Systematic Random Sampling approach was adopted. The first respondent was randomly picked from the telephone directory and after that every 120th number was picked till 1,000 individual interviews were completed.

The interviews were conducted by professionally trained bi-lingual interviewers using CATI software from November 25, 2007 to December 13, 2007. The following criteria were used for pre-screening the respondents to complete the interview:

• The respondent must be 18 years old or above;
• The respondent must be living in Dubai;
• The respondent must have interacted with any of the Dubai Government Departments during the last one year.

In case any of the above mentioned criteria was not met, the interview was terminated and the next respondent on the list was contacted.

The process of completing 600 business interviews was more challenging than the 1,000 individuals because of the different nature and size of businesses. The Systematic Random Sampling approach was also adopted for sampling of businesses. From the list of registered businesses all the businesses were arranged by category and within category in alphabetical order. From the list, the first company was selected randomly and every 15th company was selected till 600 interviews were completed.

Once a contact is established with the business, the individual responsible for interacting with the Dubai Government Departments was identified. In most of the companies Public Relations Officers (PROs) were identified as the individuals interacting with the Dubai Government Departments. In some of the businesses, the company’s HR personnel or accountants were responsible for interacting with Dubai Government. The identified individual was interviewed either over the phone or through a face -to-face interview. The interviews were conducted by professionally trained bi-lingual interviewers using CATI software from November 30, 2007 to December 15, 2007. The following criteria were used for pre-screening the respondents to complete the interview:

• The business must be registered in Dubai as a legal entity;
• The business must have interacted with any of the Dubai Government Departments during the last one year.

In case any of the above mentioned criteria was not met, the interview was terminated and the next respondent on the list was contacted.

Data Analysis & Report Structure 

A statistical analysis was performed in order to meet the objectives of the survey. Considering that the report deals with two different sets of data, a separate analysis was conducted both for individuals and businesses. However, the results are presented together to compare responses of both individual and business customers. The individual findings are presented first, followed by business findings. The precise wording of questions shared by both studies is presented within discussions of individual findings and not repeated in discussions of business findings. Corresponding individual and business tables and graphs have the same numeral identifier, albeit with an “I” suffix in the case of individual findings and a “B” suffix in the case of business findings.

TEXPO Analysis and results

As mentioned earlier, 1004 individuals and 613 businesses were interviewed to achieve the objects of Dubai eGovernment Customer Survey 2007. Both individual and business data was analysed separately to draw conclusions and provide recommendations. Where necessary the average score was calculated to come up with a single percentage at the Dubai Government level.

Frequency of Contact with Dubai Government

On average individuals contacted the Government Departments approximately 6 times during last 12 months. Approximately 28% of the individual respondents contacted the Government Departments at least once or twice, 32% contacted between 3 times to 6 times during last one year. There are approximately 13% individuals who have contacted the Government Departments more than 10 times.

Among those who contacted the Government Departments during last one year, 34% of female users contacted the Government Departments at least once or twice as compare to 27% male respondents. Among rest of the contacts, there is an even split among males and females who have contacted the Government Departments during last one year.

Generally the contacts with government for service are independent to the education level; but for graduates or higher educated individuals the average contact is relatively lower than those with some post-secondary education.

As expected, individuals who are self employed contact with the Government more frequently than full-time employees or part-time employees. This is evident because likelihood is that full-time employed individuals might have people at work who contact with the Government on their behalf.   Self Employed are the group who contacted most frequently to the government for various services

Nationals are more frequently contacting government for services compare to non-nationals

Motivation for Communicating with Dubai Government

The most important reason of contacting with the Government Departments is to pay traffic fine, to pay bill or pay for some license or recharge SALIK.

Communication with Dubai Government Departments

Overall Satisfaction with Dubai Government Departments
 
Overall Services’ Outcome 


 

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