Although the ADGCC program is four years old, which is young compared to other international contact centres with similar vision and scope, its accomplishments surpass its age. This is credited to its incredibly passionate and dedicated team as well to its implementation approach.
The implementation of the contact centre was anchored with a detailed strategy and design phase that ensured the program vision is clearly defined, its stakeholders are properly involved, and its implementation roadmap is adequately outlined.
The strategy was founded on a comprehensive understanding of Abu Dhabi Government contact centers’ landscape and maturity, and the requirements of the program stakeholders. Furthermore, the strategy identified similar international contact centres to benchmark, such as 311 New York, Service Canada, Easy Link Hong Kong and others. The benchmarked contact centres provided best practices and lesson learned which in turn provided implications on all the pillars of operating a contact centre – Services, Channels, Operating Model, Sourcing, and Financials. The strategy then concluded with an implementation roadmap and the required next steps to launch this program.
Most importantly, this strategy identified the ownership and sponsorship of this program which are under the Abu Dhabi Systems & Information Centre (ADSIC) and the Executive Council respectively.
Considering that the Executive Council is the highest body in the executive branch of the Abu Dhabi Emirate, its direct sponsorship and oversight of the program greatly accelerated the acceptance and adoption of the ADGCC by government departments.
Once the strategy was defined, the contact centre development journey immediately started. This journey was broken into two sequential and evolutionary phases, each spanning between 3-4 years: The Capability Building and Onboarding phase followed by the Consolidation and Collaboration phase
The Capability Building and Onboarding phase, which lasted from 2008 until the present, focused mostly on building the technology and workforce capabilities of the contact centre. As a result of this phase, a government-wide CRM solution, a Knowledge Management solution, self-service, chat, mobile apps have all been implemented with great degree of success and adoption. Additionally, this phase focused on on-boarding government departments to the contact centre, and consequently, more than 50 departments are now using the contact centre as their primary or secondary phone channel, and around 500 government employees located within these departments, are working collaboratively according to common goals and framework, and forming a cross government customer service network.
The Consolidation and Collaboration phase, which started this year, and is planned to complete in the next 3-4 years, will focus on consolidating all the contact centres in the Abu Dhabi Government under one number – the ADGCC number (800 -555). This will be done by either decommissioning the entity contact centre, or collaborating with it according to a defined framework. This phase will complete with one main contact centre for the Abu Dhabi Government, networked with few other highly specialized contact centres – acting as “One Government” network and offering a much simpler and integrated service.