The call center of the Ministry of Human Resources and Emiratisation (MOHRE) created a new and integrated system for communication with customers through 14 channels and interactive smart e-services to provide direct and rapid access to the Ministry's services to the customers around the clock.
The call center of the Ministry of Human Resources and Emiratisation (MOHRE) created a new and integrated system for communication with customers through 14 channels and interactive smart e-services to provide direct and rapid access to the Ministry's services to the customers around the clock.
His Excellency Saif Al Suwaidi, Undersecretary for Human Resources Affairs at MOHRE, highlighted that “Twasoul” system was launched, in response to the instructions of His Excellency, Nasser bin Thani Al Hamli, Minister of MOHRE, towards promoting the frameworks of communication with customers and achieving their happiness.
His Excellency added that “Twasoul” system is a qualitative umbrella that comprises the different channels of communication between MOHRE and its customers through innovative tools and mechanisms. With the view that the customer is at the center of the Ministry's concern and the cornerstone of its services & initiatives, this system is aimed at meeting the needs and aspirations of all the customers’ categories as well as achieving their happiness. As, it is closely related to the framework of happiness and quality of life, in accordance with UAE Vision to be one of the happiest countries in the world.
Al Suwaidi declared that the Ministry launched “Twasoul” system with the aim of establishing innovation culture within the institutional work through adopting a unified identity to deal with communication services with customers. By integrating all the communication services and channels under a centralized and standardized umbrella, the system will facilitate their regular follow-ups and ensure the outstanding delivery of the customer service through providing a package of services and channels that achieve the satisfaction & happiness of the Ministry’s customers. The system also receives their insights, in high transparency that reflects the values of MOHRE in terms of reliability, respect, initiative and creativity.
Her Excellency Ayesha Belharfia, Assistant Undersecretary for Labour Affairs, mentioned that “Twasoul” system is based on the factors of excellence and innovation, especially as it comprises interactive channels, free services and an innovative platform, as well as an immediate evaluation of the service. In addition, the “Loyalty” program ensures providing excellent services; which is one of the most significant strategic objectives of the Ministry's vision to make the labour market empowers the Emiratis and attracts all the talents.
"Twasoul would raise customers’ voice to the Ministry whether it is a complaint, inquiry, suggestion or transaction, which will continually lead to improving the Ministry's services in parallel with providing excellent services to all categories of the Ministry's customers," she explained.
On his behalf, Ahmed Youssef Al Nasser, Director of Customer Relations Department at MOHRE, explained that the 80060 call center utilizes the latest electronic systems and smart applications, which offers its quality & innovative services around the clock in 20 different languages. He highlighted that the hotline is the most used service in the labour market, as it receives inquiries and follows up on complaints in less 48 hours.
The 80060 call center also receives inquiries related to the Emiratization through qualified and trained Emirati employees who reside in neighboring areas of the center. The Ministry pays this service a particular attention by providing all advice and responding to the inquiries related to the challenge of the Emiratisation of Emirati capabilities in the private sector.
The call center runs every stage of handling the complaints from the preparation until the complaint is resolved, which includes receiving, analyzing, sending a ticket and following up the complaints as well as all the internal and external communications, in addition to the development of relevant key performance indicators (KPIs) to evaluate and review the complaint systems.
Al Nasser pointed out “the center developed a new Customer Relationship Management system (CRM) that contributes to providing accurate and effective information to the Ministry’s customers, where (CRM) system follows up their records as well as their feedback and complaint records about the Ministry’s services or any of The MOHRE’s Customer Happiness Centers, Trademarks Service Centers or any other partner centers, under the supervision of MOHRE. The system also includes a mechanism for the integrated & certified indices on complaints, inquiries and how to deal with them that is based on the customer's insight and his/ her feedback on the level of performance of the service. In addition, the system informs the customers to MOHRE’s Customer Happiness Centers & Brands Service Centers, including the working hours of each center via sending an SMS.
He said that “Twasoul” system also provides the service of sending the required information and data for all transactions via sending an SMS, as well as providing the smart service “Interactive Voice Response” (IVR) that reduces the wait time for talking to the customer service team. In addition, the center provides a smart recognition service, according to customer’s profile in MOHRE.
The call center system also comprises the direct conversation mechanism, which is an interactive channel that deals with all the customers’ categories by using the various channels of the live chat that is available as 24/7 service. For, it is one of the call center channels that provides services and responds to inquiries in Arabic and English.
"The system also contains “IVR” service to provide the Ministry’s services with an immediate review of the list of the latest services, legislations and laws, besides inquiring about the status of the demand by entering the transaction number automatically, thus representing a new channel to provide transaction services. The system includes other service channels such as; service centers, smart app or website,” Al Nasser added.
The call center, through its system, provides a "hotline" service that relies on the provision of registration of labour complaints and disputes services at the call center. It also provides an innovative mechanism that reduces the wait time and steps needed to determine the date of examining the complaints. In addition, the center receives reports on human trafficking cases around the clock and the registration & follow-up of all complaints on recruitment for domestic workers.
The center provides a 24/7 service in many languages for the unskilled workers who need support for filing a complaint or obtaining legal advice, in relation to their needs or transferring their complaints to a "Twafouq" center to take the appropriate legal action.
The call center also comprises a 24-hour "Technical Support" channel that contains several communication ways, such as the center’s email account (ask@mohre.gov.ae), (MOHRE) Smart App, Whatsapp account and MOHRE’s Customer Happiness Centers & Trademarks Service Centers, as well as the website (www.mohre.gov.ae) and (Kiosk) platform for receiving, dealing with all the technical support inquiries of the customers and overcoming the technical challenges that the customers may face.
Al Nasser explained that the call center system comprises the service of the “Service Quality Evaluation System”, which is considered the first of its kind, in relation to the governmental services where after provision of the Ministry’s services or conducting any transaction in one of its affiliated centers, the customer receives an SMS and email including a questionnaire to evaluate his/ her experience in accessing the service and his/ her experience with the service center visited as well as evaluating the performance of the employee who provided such service. Consequently, these evaluations will be reflected and available to everyone, through the Ministry’s smart applications, in order to ensure providing qualitative and innovative services that meet the customers’ aspirations and bring happiness to them. The Ministry shall issue annual certificates to the centers that include the results of the customer evaluations of each center.
The system provides customers with the loyalty program "Elite"; which offers a number of privileges directed to the private establishments in order to offer incentives to them. The program is based on the accreditation of the establishments’ categories. Upon such accreditation, the establishment shall be awarded privileges, facilities and red carpet services that include having the priority in the completion of transactions, evaluation teams’ visits, call answering, fast track service, and many other privileges.
The system also comprises a "Twasoul platform" which is an innovative and interactive channel and communication mechanism that allows the customer to submit a query, complaint or suggestion about the Ministry services and its trademarks, through a smart platform that includes several means of communication; either via video, phone writing or filling the electronic or paper form prepared for such purposes. This platform is available at all the customer happiness centers and service centers.
In addition, “Twasoul” system provides the "Balance Sheet" service; which is an interactive report that targets the private sector establishments and domestic workers’ employers. As it educates and informs them about their record in the Ministry, besides sending the balance sheet via email and the mailbox of the establishment and the domestic workers’ employer, in order for keeping them fully aware of all the data and procedures related to their establishments and the workers, proactively.
“Twasoul” system also comprises the channel @800_60, which is a social media account that provides marketing and promotion services, as well as raising awareness of the initiatives and trademarks affiliated to the Ministry, besides dealing directly with the queries received through the "Twitter” account and "Instagram” platform, in addition to the innovative marketing that fairly resembles the private sector’s promotion techniques.
The system provides the “Electronic Notifications" service which is a mechanism for communicating with customers through SMS, email and electronic notifications through the Ministry’s smart application, as it informs the customers about the latest related updates.
Twasoul includes the "You are the Most Significant" initiative; which enriches the customer experience during his/ her visit to the Ministry's customer happiness centers, through providing excellent hospitality services to enhance the customer care and happiness system, in addition to offering a rich experience through a positive work environment that applies the happiness equation.
Moreover, “Twasoul” system also provides the "Marketing" initiative that deals with marketing and promoting, the initiatives, services of the Ministry’s Human Resources Affairs and its affiliated trademarks, according to innovative marketing techniques and channels that take into account delivering of information to customers in various ways.