Governmental Empowerment Authority Appoints New Customer Experience Director

Abu Dhabi Appoints New Customer Experience Chief in Government Digitization Push

Abu Dhabi's Executive Council has appointed Saeed Al Mulla as Director General of Customer Experience Affairs within the Government Enablement Department, signaling the emirate's continued commitment to transforming public service delivery and enhancing citizen satisfaction through digital innovation.

Strategic Focus on Customer-Centric Governance

The appointment reflects Abu Dhabi's broader strategy to position itself as a leader in government efficiency and digital transformation across the Middle East. By creating a dedicated leadership role focused specifically on customer experience, the emirate is adopting private sector best practices within its public administration framework.

This move aligns with the UAE's National Strategy 2071, which aims to make the country the world's best nation by its centennial. The emphasis on customer experience in government services represents a shift from traditional bureaucratic models toward more responsive, user-friendly public administration.

Regional Competition in Government Innovation

Abu Dhabi's focus on customer experience positions it competitively against other regional hubs like Dubai, which has pioneered paperless government initiatives, and Saudi Arabia's NEOM project, which promises revolutionary public services. The appointment suggests Abu Dhabi is doubling down on practical improvements to existing services rather than pursuing entirely new city concepts.

Implications for Business Environment

For investors and businesses operating in Abu Dhabi, improved government customer experience could translate into faster licensing procedures, more efficient regulatory compliance processes, and reduced bureaucratic friction. This is particularly relevant for fintech companies, startups, and international corporations seeking to establish operations in the emirate.

The move also indicates Abu Dhabi's recognition that government efficiency is a key competitive advantage in attracting foreign investment, especially as regional centers compete for post-pandemic economic recovery opportunities.

Technology Integration and Service Delivery

The Government Enablement Department's focus on customer experience likely involves integrating artificial intelligence, blockchain, and data analytics into public service delivery. This technological approach mirrors successful implementations in Estonia's e-governance system and Singapore's Smart Nation initiative.

Al Mulla's appointment comes at a critical time when governments worldwide are reassessing service delivery models following digital acceleration during the COVID-19 pandemic. Citizens now expect the same level of convenience from government services that they receive from private digital platforms.