The Kingdom unveils a nuanced system of measurement aimed at improving public satisfaction across a range of deliverables
JEDDAH, Saudi Arabia, August 22, 2018 – The National Center for Performance Measurement (Adaa) has activated a system of measurement tools pointed towards better understanding pilgrims’ satisfaction with government services provided during the Hajj season. This system of measurement was unveiled in line with the Kingdom’s efforts to serve pilgrims and better facilitate governmental response to one of the world’s largest annual pilgrimages.
Adaa Director General, Husameddin AlMadani said that measuring pilgrims’ satisfaction with government services complies with the directives of the Custodian of the Two Holy Mosques, King Salman bin Abdulaziz Al Saud, which guide the relevant government agencies to provide Hajj pilgrims with a comfortable journey during Hajj. This measurement initiative will result in reports on pilgrims’ satisfaction, offering government agencies an opportunity to enhance the quality of services provided during Hajj.
AlMadani expressed that pilgrims’ satisfaction with government services is centered around four key stages that cover all Hajj services. These key stages include: obtaining a Hajj visa or permit, the experience of travelling to Makkah, support services offered across the two Holy Mosques and Hajj Holy Sites, and the logistics surrounding departure at the conclusion of Hajj. The segmentation of the Hajj season into these four key stages has allowed the government to best classify more than 30 services provided by various government agencies which are each assessed by this measurement initiative.
AlMadani, said Adaa has adopted a measurement approach which follows the best international standards and covers five main criteria: clear procedures, location readiness, speed of service, satisfaction with employees’ performance, and satisfaction with the service provided.
The results of measuring Hajj visitor satisfaction will help to better inform Adaa’s quarterly beneficiaries’ satisfaction reports. These reports are presented to the Council of Ministers and shared with the relevant authorities with the express aim of further enhancing public services.
Adaa has four tools to measure beneficiaries’ satisfaction with government services. The first is comprised of surveys that are used to conduct direct communication with beneficiaries. The second tool involves utilising a “mystery shopper” who acts as an undercover agent of the government to collect on the ground insight from public centers. The third tool is comprised of conducting focus groups which are used to collect detailed feedback and the goals of those benefiting from governmental services. The fourth and final tool is the recently launched Watani application, an interactive platform which enables access to a larger segment of beneficiaries as well as public services.
The National Center for Performance Measurement (Adaa) is an independent government body, founded in October 2015 by the Council of Ministers, based on the recommendation of the Council of Economic and Development Affairs. Adaa seeks to measure the performance of public entities and prepare periodic reports on the results of their performance and the results of beneficiaries’ satisfaction with the quality of services provided by public entities.