Business Challenge

DHA wanted to deliver the best possible service to citizens. Yet disparate, incomplete customer records made it difficult to provide personalized support or relevant marketing for health-related events.


Working with IBM, DHA implemented Microsoft Dynamics CRM to consolidate customer records into a single, easy-to-use portal and to enable enhanced analytics and reporting.



identification of customers contacting support center

Less than 3 seconds

to retrieve customer records during a support call

2 minutes

to generate post-call reports, instead of hours

Business Challenge Story

Getting to know citizens

Government organizations throughout the world constantly strive to deliver the best possible service in the most cost-effective ways. When the Dubai Health Authority saw the chance to enhance interactions with its citizens—its customers, in effect—and simultaneously improve employee productivity, it seized the opportunity right away.

Ms Amani Mahmood Aljassmi, CIO of DHA, explains: “We didn’t know enough about our customers, and what information we did have wasn’t stored centrally. It took so long to locate customer records—which were often incomplete and sometimes couldn’t be found at all—that our support agents couldn’t feasibly retrieve them when someone contacted us. We handle more than 1,000 calls daily, and agents were missing out on valuable customer-specific insight that would have helped them deliver an even better service.”

DHA’s back-office workflows also involved a large number of manual processes, consuming an excessive amount of time and negatively impacting productivity. Collaboration between employees was manual, with no central, shared location for tracking activities and tasks.

Amani Mahmood Aljassmi says: “We wanted to improve our customer service, enhance our communications and optimize our back-office processes. The lack of shared data was clearly the key issue, and we knew that there must be a better way to operate.”

Lacking customer data also impacted marketing efforts. “When we run campaigns to raise awareness of events such as World Diabetes Day or the Arab Health Conference, or distribute information about DHA fitness events, we want to send that information to the people who are most likely to be interested. Unsolicited or unwanted communications can be frustrating for customers and are an inefficient use of our budget.”

Thanks to IBM’s expertise, combined with Microsoft technology, we’ve taken a big step in realizing Dubai’s vision of becoming a truly Smart City.

Amani Mahmood Aljassmi, CIO, Dubai Health Authority

Transformation Story

Transforming customer relations

To address its challenges, DHA looked to introduce a shared, centralized source of customer information. This would potentially improve service, with complete customer data available more quickly and reliably. The same records could be used to enhance marketing targeting and segmentation, which could increase response to specific initiatives. In the back office, disjointed, manual processes could be replaced by integrated workflows that would help optimize business efficiency.

“We wanted a customizable, on-premises solution that we would be able to get up and running as quickly as possible,” recalls Amani Mahmood Aljassmi. “Microsoft Dynamics CRM ticked all those boxes and more. It has an excellent reputation as one of the best CRM solutions, and we were already using several other Microsoft products such as SharePoint and Outlook. This meant we knew that it would integrate well with our existing environment, and we were confident that it would deliver.”

The next step was choosing an implementation partner to help deploy the solution and tailor it to DHA’s specific requirements.

“After an extensive selection process, IBM Services emerged as the clear choice. IBM brought extensive public sector experience to the table, and its consultants were fluent in both Arabic and English—they integrated seamlessly with our in-house teams and understood our needs perfectly. What’s more, the level of collaboration between IBM and Microsoft was remarkable.”

The IBM Services team shadowed DHA’s customer service agents and marketing employees to learn their exact requirements first-hand. Armed with this understanding, IBM customized the Microsoft Dynamics CRM solution to fit DHA’s unique situation. Following IBM Design Thinking and Agile methodologies, the team rapidly created a functioning prototype and iterated on it based on user feedback in a continuous cycle of improvement.

The team consolidated all of DHA’s customer records into a single repository, accessible through one easy-to-use portal provided by the Microsoft Dynamics CRM solution. The system introduces embedded workflows for different processes, and enables status reporting on all customer interactions. Users can track tasks and activities through the Dynamics CRM dashboard, helping to share information and collaborate on projects.

Microsoft Dynamics works directly with Microsoft Outlook, automatically generating email templates and attaching relevant files for activities. The solution went live to more than 100 users within just eight months, supporting 15 process flows and over 350 business requirements. IBM provided an additional three months of support to help smooth the post-launch transition.

Results Story

Personalized communications

Now, with detailed citizen information available on demand from a shared, central resource, DHA’s marketing and support staff can work more effectively and more productively, delivering a significantly enhanced customer experience.

Amani Mahmood Aljassmi comments: “In the past, call center agents struggled to retrieve customer records at all, and there were even times when they couldn’t identify the citizen calling. Now they can identify customers in less than three seconds and access their records instantly. Producing a call report formerly took hours; now it only takes two minutes, and the increase in productivity has been tremendous.”

Similarly, the solution has transformed the way DHA’s marketing department works. “By analyzing our internal data and social media with Dynamics CRM, we’re able to segment our customers according to shared traits and interests,” says Amani Mahmood Aljassmi. “In turn, this helps us to deliver marketing and event-awareness communications to the citizens for whom they are most relevant, significantly boosting marketing success rates.

“Perhaps the best part of our new 360-degree customer view is how it empowers marketing and support to work together. For example, if a citizen contacts our call center with a query, during the call the support agent might see from the customer record that this person is passionate about running. Based on this insight, the agent can then invite the caller to join the Healthy Dubai mailing list, and we can follow up with fitness-related marketing.

“What’s more, given how easy it is to collaborate and share information, we’re now able to adopt a ‘one company’ approach. We can present a single face to the customer and deliver a consistent experience across all communication channels.”

The solution is also proving invaluable for DHA’s management. Microsoft Dynamics CRM generates intuitive dashboards which condense information from 18 different reports, making it easy for business users to view and track key performance indicators and service-level agreements.

Looking to the future, DHA plans to add workflows, reports and dashboards that will help guide users as they interact with enquiries. For example, for those processes that require management approval, DHA will extend Microsoft Dynamics CRM to enable authorization, reducing the need for internal paperwork.

Amani Mahmood Aljassmi concludes: “Thanks to IBM’s expertise and advice, combined with the best-in-class Microsoft technology, we have taken a big step towards realizing Dubai’s vision of becoming a truly Smart City.”

Dubai Health Authority logo

Dubai Health Authority

Established in 2007 under the directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum, the Dubai Health Authority (DHA) aims to provide an accessible, effective and integrated healthcare system, protect public health and improve the quality of life within the Emirate. DHA governs four public hospitals, seven specialty centers, 13 primary health care centers, and the Health Regulatory Department responsible for licensing healthcare facilities and professionals.

Solution Components

  • GBS AD&I - EA - Microsoft
  • GBS BCS EA - Microsoft
  • HC: Health and Healthcare Innovation
  • IBM Global Business Services
  • Microsoft Dynamics - CRM

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