AL AIN MUNICIPALITY

CUSTOMER SERVICE
CASE STUDY

INTRODUCTION

Customer Service Section is a vital part of

any organization

Today, most companies have switched to

software oriented customer service

BENEFITS OF SOFTWARE
ORIENTED CUSTOMER SERVICE

Saves the valuable time of the customer

Enhances the performance of the
organization
Makes customer-interaction more costeffective
Provides immediate access to customer data

HISTORY OF SOFTWARE
ORIENTED CUSTOMER SERVICE

Software orientation commenced with the

introduction of database marketing in late
1980s
In 1990s, customer service concept was
modified to be a two-way process, benefiting
the company as well as customers.
From 2000 onwards, IT companies began to
provide customized customer service
softwares specific to each company

ORGANIZATION: AL AIN
MUNICIPALITY

Established in the year 1967.

Began full fledged functioning as a
government sector from 1974
Central division of Al Ain Ministry
Has set its goal as "A Distinguished
Municipality and a Continuing Development
for the City of Oases"

VALUES OF AL AIN
MUNICIPALITY

Protection of tradition
Leadership with a clear vision
Reliability by providing transparent & quick services
to customers
Stick on to providing high quality services
Encourage the employees to put forward innovative
ideas
Build good relation with other public sectors and
private sectors in order to serve the clients in an
improved manner
Provide community services to the residents and
citizens.

CUSTOMER CARE SOFTWARES AT

AL AIN MUNICIPALITY

Mainly two softwares are used in the daily

transactions of the Municipality:

Geographic Information System (GIS)

Human Resources Information System (HRIS)

GEOGRAPHIC INFORMATION
SYSTEM (GIS)

Records the geographic features of an area

Consists of a software and a hardware part
that collects, organizes, evaluates and
demonstrates geographical data
GIS outputs consists of maps, graphs,
reports and satellite pictures of the area.

GEOGRAPHIC INFORMATION
SYSTEM (GIS)

Al Ain Municipality uses GIS in the following

sectors:

Lands & Properties

Roads Infrastructure
Designation of the streets
Planning
Accidents
Preparation of engineering maps
Demographics

HUMAN RESOURCES
INFORMATION SYSTEM (HRIS)

Records all the data related to the staff at the

Municipality
Carries out almost all the basic human
resources management function

ADVANTAGES OF SOFTWARE
ORIENTED CUSTOMER CARE

Helps in managing and integrating the data

Provides a means of multitasking by offering
evaluating, planning and reporting tools
Reduces the information management time

DISADVANTAGES OF SOFTWARE
ORIENTED CUSTOMER CARE

The huge quantity of the data dealt with puts

forward a risk of unnoticed errors
Implementation of the software is costly
In order to operate the software, highly skilled
employees are required

INTERNAL AND EXTERNAL

CUSTOMERS

Internal Customers are any person

employed within the organization who
receives the goods and services from other
employees in the same organization
External Customers are the customers who
are not directly a part of the organization but
are served by the organization

SURVEY METHODOLOGY:
QUESTIONNAIRE

Basically there are three ways of collecting

information from the customers

Ask the customers directly regarding their opinion

as in an interview
Contact the customers through telephone and ask
for their feedback about the service
Email the customers the survey questionnaire and
ask them to reply after participation

CUSTOMER SURVEY
QUESTIONNAIRE

The questionnaire used in this survey collected

information on the following topics:

Rate the service provided by the Municipality

Rate the attitude of the employees
Rate the convenience of the Municipality timing
Rate the product quality
Rate the practice of an employee working on different
softwares at the same time
Rate the team work
Suggestions for improvement of customer service
What did you like the most about our service?
Is there a staff person you would like to comment ?

CUSTOMER SURVEY

Following facts were considered to effectively

conduct the survey:

The questionnaire must be prepared by experts

The most adequate time to carry out the survey is
immediately after delivering a service to the
customer
The survey results must be analyzed accurately
which again must be carried out by an experts
team
Improvements and actions must be taken
immediately by the authority

CUSTOMER SURVEY PROCESSES

SURVEY RESULTS AND

DISCUSSIONS

Survey was conducted among 20 customers

serviced at Al Ain Municipality. The various
responses section-wise are detailed below:
Attitude of the employees
Good: 80%
Average: 15%
Fair: 5%
Service
Good: 75%
Average: 25%

SURVEY RESULTS AND

DISCUSSIONS

Timing
Good: 100%
Product quality
Excellent: 50%
Good: 25%
Average: 25%
Employees working on different softwares at
the same time
Average: 30%
Poor: 70%

SURVEY RESULTS AND

DISCUSSIONS

Team Work
Excellent: 45%
Good: 55%
What did you like best about our customer service?
Attitude of the employees: 60%
Teamwork: 40%
How could we improve our customer service?
Reduce time to process customer request: 45%
An employee must work on one software: 90%

SURVEY RESULT ANALYSIS

The following factors must be changed

immediately in order to serve the customers
better:
An employee must work on a single software
at a time
Provide faster service
Customers are most satisfied with the attitude of
the employees and by the team work of the
Municipality