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The aim was to strengthen regional cooperation, exchange expertise and experiences, and discuss the latest developments in this field. This will enhance the ability to face future challenges and contribute to raising the quality of services provided to customers and improving their experience through the adoption of best practices.
Juma Al Mutawa, Deputy Director of Customer Service at SEWA, explained that the Authority's participation in the forum included presenting successful experiences in customer services that have been implemented within SEWA. This reflects its commitment to providing reliable and efficient services that meet the needs and expectations of its customers.
A working paper was presented outlining SEWA's efforts in digital transformation and the use of artificial intelligence technologies. The paper highlighted the provision of optimal services to customers of all categories through the virtual assistant "Nafa'a" as a model in its first and second phases, the reasons for adopting this technology, and its impact on customer satisfaction.
Al Mutawa emphasised that the virtual assistant "Nafa'a" represents a significant milestone in the digital services ecosystem, not only in the Emirate of Sharjah but also across the UAE. It was designed and developed to provide a seamless customer experience, reflecting the Authority's commitment to implementing global best practices in customer service.
He noted that "Nafa'a" utilises artificial intelligence, machine learning, and robotic process automation (RPA) technologies, enabling it to perform advanced procedures such as bill inquiries and payments, submitting applications for electricity, water, and natural gas connections, opening or closing accounts, updating customer data and property ownership information, tracking service requests, identifying the causes of emergency outages, receiving emergency and maintenance reports, and providing immediate solutions around the clock from anywhere. He explained that "Nafaa" currently provides approximately 90% of its customer service management services digitally and around the clock. These services encompass 40 diverse offerings, some of which are fully automated without any human intervention, while others are completed in collaboration with human staff. This integration provides high flexibility in service delivery, enhances customer satisfaction, and ensures speed and efficiency that rival the best global service standards.
Al Mutawa added that the technical integration between "Nafa'a" and the internal and external SAP systems via the website and mobile application has enabled the Authority to automate a significant portion of its interactive services. This has led to unprecedented increases in operational efficiency and reduced processing times. Some services that previously took 30 to 60 days are now completed in just 60 seconds. He emphasized that this qualitative leap has contributed to increased customer satisfaction and strengthened their confidence in the Authority's digital services.
The Authority's efforts in developing the "Nafa'a" virtual assistant have resulted in the Authority winning several prestigious awards at both the regional and international levels.
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