Our success criterion lies in our ability to make customers smile: Emirates ID Director General

H.E. Dr. Eng. Ali Mohamed Al Khouri, Emirates ID Director General, has affirmed that the only criterion for the Emirates Identity Authority’s success in the upcoming stage lies in ensuring customer satisfaction with respect to the quality of the services provided by the Emirates Identity Authority.

He called on all directors and employees to do their best to make customers smile due to the fact that customers are the Emirates Identity Authority’s top priority and the theme of its work.

Al Khouri urged the Emirates Identity Authority’s family members to serve customers in the same way they deal with their loved ones. He pointed out that the year 2012 would be a year for changing the stereotype of the Emirates Identity Authority as firmly established in the minds of customers over the past years.

That stereotype resulted in many challenges including the delivery of ID cards, the call center service and the awareness of the importance of the ID card as an official document for identifying one’s identity, he said, noting that the Emirates Identity Authority is about to bring these challenges to an end in 2012.

Measuring the success of the Emirates Identity Authority depends on the success of individuals in working as a complementary team, he said, adding that he believed that it is impossible for any organization to succeed by individual work, which is not inconsistent with corporate objectives and is extremely far from the concept of collective work.

During the regular meeting of the directors of the Emirates Identity Authority-affiliated registration centers, which was held under his chairmanship in Sharjah Registration Center by the end of last week, Al Khouri called on the Emirates Identity Authority’s family members to work as one team until they the top of the pyramid of excellence is notched.

Fulfilling these promises, however, necessitates each employee to double efforts in the coming year, motivated by the sense of national duty and the maximum degree of responsibility and honesty, while sticking to the professional morals and trying to be as diligent as “excellence ambassador”, he said.

The meeting, which was attended by the Emirates Identity Authority’s executive directors, area managers, directors of centers and registration follow-up supervisors, discussed the completed phases of the project related to developing the concepts of customer service across the Emirates Identity Authority-affiliated centers.

The performance of more than 450 directors, supervisors and administrative staff was assessed with the aim of getting familiarized with the areas of development and the skills required to upgrade customer service in line with the customer service charter adopted by the Emirates Identity Authority.