Serco's contract - Abu Dhabi Systems & Information Centre (ADSIC) goes live

Abu Dhabi Systems and Information Centre recently launched the Abu Dhabi Government contact center helpline 800555 in association with Serco. The highlight of this centre is a 100% Emirati workforce - a significant milestone in the Emiratization policies adopted by the Abu Dhabi Government. The Abu Dhabi Systems & Information Centre (ADSIC) was formed by the Abu Dhabi Government and its mission is to enable the modernization of government services through Information Technology, using multiple channels of delivery. It envisions a high-performance government delivering world-class services to its citizens.

Serco, the international services company, today commenced delivery at the Al Ain facility, the second largest city in the Emirate of Abu Dhabi specially created for ADSIC. The deal is to initially provide citizen contact and issue resolution management in the public services realm. This initiative was aimed at enhancing the quality and speed of services provided to customers and to accelerate the response process to all their calls and comments.

Under this partnership, Serco provides contact centre and support services on a unique multi-channel basis, including voice, email and web chat. The centre offers services in both Arabic and English consolidating its foothold in the region by serving clients in the Middle East . Abu Dhabi Government contact center provides the government entities' services through a number of channels, where the center receives the calls from Nationals, residents, visitors, companies and other government entities, responding to their inquiries and providing them with necessary information. The main goals for the center is to increase the number of government entities that use its services, since it is considered as a link between these entities and citizens, and is responsible for solving incoming cases in due time, and maintaining the quality of provided services, at the same time.

Susir Kumar, Chief Executive, Serco Global Services, said, "This is an important development for us as we will now be able to offer our world class services to the people of Abu Dhabi. It's a great opportunity to showcase our innovative and customer centric approach and honour the faith shown by the Government of Abu Dhabi in us. We are pleased to have been chosen by ADSIC to deliver these important services to its citizens. Serco brings forth substantial expertise in the transformation of customer contact services, operational excellence and cost efficiency whilst maintaining the highest levels of customer service."

H.E. Rashed Lahej Al Mansoori, ADSIC's Director General expressed his gratitude to Serco and Abu Dhabi Tawteen Council for their efforts and support which came in line with the vision and strategies of Abu Dhabi Systems & Information Centre focusing on providing electronic communication channels between various government entities to facilitate the exchange of government data through an integrated electronic infrastructure, and the provision of a safe and secure government platform to enable government entities from providing high-quality services.

With regards to enhancing Emiratization efforts in the emirate, H.E. Al Mansoori stressed the importance of strengthening cooperation steps between the public and private sector, in a way that would provide more career opportunities for Nationals. Al Mansoori also highlighted the strategic partnership with Serco, leveraging their global expertise and customer service excellence to be able to deliver world class services to the residents of Abu Dhabi Emirate.

Bhupender Singh, Chief Executive AMEA & U.K, Serco Global Services commented that "we are delighted as a Private sector company to be able to reach the target of 100% Emiratization of the contact centre in line with the vision of the Abu Dhabi Government". He further added "I would also like to thank the Abu Dhabi Tawteen Council for sharing an integrated database of resumes which helped us in hiring qualified nationals".

The Middle East BPO market is estimated at £1.75b and growing at about 17% (Datamonitor).The United Arab Emirates (UAE) and the Kingdom of Saudi Arabia (KSA) are the two largest BPO markets in the Middle East region and together represent three-quarters of the market. Since the formation of Serco's BPO division, Serco has added significant capability in the fast growing, Middle East BPO market, broadening Serco's customer and geographic reach.

Source : Equity Bulls

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