Customer Experience Affairs (CX Affairs)

Abu Dhabi is dedicated to placing people at the heart of its public services. The Abu Dhabi Customer Experience (ADCX) strategy, led by DGE, is reshaping these interactions by co-designing experiences in collaboration with the community and elevating the customer experience by partnering with multiple government entities. This collaborative approach addresses the needs of citizens, residents, visitors, and businesses to enhance service delivery and create a positive and impactful experience for all.

Guiding Principles of the ADCX Strategy

The ADCX Strategy builds on the previous Abu Dhabi Program for Effortless Customer Experience and is driven by three fundamental principles: Closer to People, Well-Informed, and Trendsetting.

These principles form the foundations for closer connections with the public to co-design rewarding experiences.

• Closer to People: We are building stronger connections with the public through programs like the CX Spaces Program, bringing services closer to the community and ensuring accessibility for all.
• Well-Informed: Programs like the Unified CRM, Customer Meter, Abu Dhabi CX Certifications, and CX Report Card enable us to make decisions based on real-time insights, ensuring that we continuously meet the needs of our Abu Dhabi community.
• Trendsetting: Innovation is at the heart of everything we do. Supported by programs such as CX Powered by AI, the Abu Dhabi CX Awards, Abu Dhabi CX Mark, and the CX Think Tank, we are constantly pushing the boundaries of what's possible in customer experience. These programs encourage creativity, set new standards, and ensure Abu Dhabi remains at the forefront of customer experience.

Shaping the Future

ADCX goes beyond merely enhancing services—it’s about redefining them to consistently meet and exceed expectations. With a focus on customer satisfaction and a commitment to service innovation, DGE is supporting Abu Dhabi in improving the quality of public services for citizens, residents, and visitors and making business interactions more seamless and efficient.

Through ADCX, DGE supports Abu Dhabi in setting new global customer experience benchmarks, continuously elevating public service excellence standards.