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‘Services 360’ to develop government services

Integrated solution to help the administration operate as a unified entity


Dubai has approved the ‘Services 360’ policy that aims to improve and enhance government services and keep pace with global developments in the sector.

‘Services 360’ lays down a new vision and roadmap for the future of services in Dubai and provides a seamless, proactive, customized, and integrated system that caters to customers’ expectations and needs.

The policy will focus on eight main principles that will unify work streams across government entities, including:

  • A digital-first experience based on the provision of digital and real-time services, as well as adopting the digital identity (UAE Pass) as a unified entry system for all government services, while providing full support to the customer.
  • Proactive services that enhance communication with customers to anticipate their needs for the services and respond accordingly, and ultimately reduce the efforts made by the customers.
  • Integrated data and services system that minimizes data requirements from the customer and facilitates services by connecting databases among government entities.
  • Unified and customized channels that are built based on the customer’s preference and made available 24/7 to deliver an exceptional customer journey.
  • Service efficiency that enhances creativity and innovation in providing services along with regular follow-ups and amendments in line with evolving efficiency and effectiveness measures.
  • Customer-focused services by placing customers’ needs and expectations at the heart of service improvement and designing integrated and creative customer journeys.
  • The policy also introduces the concept of a Service Advisor, which transforms “frontline employees” to “service advisors” to ensure services are delivered by efficient, competent, skillful, and knowledgeable advisors.
  • Partnership with the private sector that will facilitate provision of government services, or part of the services, through public-private partnerships to maximize the efficiency of services as well as enrich city experiences.


The policy has set a number of ambitious goals for providing services, including: 100% proactive and automated services; 90% integrated services; and 90% service provision without the physical presence of the customer.

The policy aims for 100% conversion to shared channels; 95% self-services; 95% digital adoption; in addition to 90% average channel evaluation.


The policy is expected to achieve annual financial savings exceeding AED 1 billion during the next five years and the elimination of nine million physical customer visits to service centers annually. The policy will also free up over 300,000 working hours in the Dubai Government annually.