Marketing, Awareness and Customer Satisfaction Projects Listen to this page using ReadSpeaker

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Awareness Campaigns (Media and Promotional Campaigns)

The Information & eGovernment Authority (iGA) has invested huge resources in the latest technologies and solutions with the objective of improving eGovernment services and achieving the objectives set out in the strategy of the eGovernment of Bahrain. The iGA emphasised the role of marketing and awareness in the successful implementation of the eGovernment program as the delivery of eServices and improvement of communication channels would not have been successful without gaining the trust and acceptance of the customers.

During the years 2007-2010, many eServices were launched through different communication channels. Marketing and awareness campaigns were needed to raise the awareness and acceptance of the iGA products and services to its stakeholders and partners. Part of this approach was the launch of 69 advertising campaigns through different media (newspapers, magazines, radio, television, internet, mail, outdoor and social networks). Since 2007, we have encouraged society to use eServices offered through various channels, moving away from traditional channels of communication.

The eGovernment also launched 9 national awareness campaigns in shopping malls throughout the Kingdom in additional to 46 promotional and awareness campaigns in several government ministries , entities, schools and institutes. Competitions and other activities where also launched by the Informatics and eGovernment Authority to give our target audience the chance to participate and win prizes, therefore increasing acceptance of eServices and ensuring the wide usage, and the programme’s sustainability.

For the first time, the Information & eGovernment Authority presented awareness campaigns in ministry and governmental entities where customers go to use government services such as Electricity and Water Bill Payment Centres and the General Directorate for Traffic. These campaigns aimed to raise the target audience’s awareness and train them to use eServices as well as shedding light on the amount of time and effort that can be saved compared to going to a ministry buildings to pay bills and use other services.

The marketing and awareness campaigns were very successful in raising awareness and encouraging the general public to accept eServices and use a different communication channels to complete government transactions. Through the years of implementing the eGovernment programme of Bahrain, the level of awareness of eGovernment Services has risen from 27% in the first year to 79% now. Usage increased from 8% to 61% now, i.e. more than half of government customers now deal with the government services electronically, a fantastic achievement in less than three years.

Customer Survey Index (CSI) and the Government Transformation Index (GTI)

Among the requirements for implementing the Bahrain eGovernment Strategy the iGA conducted comprehensive studies to measure customer satisfaction, transformation to eGovernment and the impact of the eGovernment on the public. The survey also sought to assess citizens’ awareness of eGovernment services, the most important eServices they use, their evaluation of the services offered, the obstacles and problems that prevent them from using these services, and the extent of their general satisfaction with the eGovernment services.

Customer Charter

The Information & eGovernment Authority considered the Customer Charter a useful factor in implementing the strategy , as it makes sure that the customer is the focal point of service delivery. This is achieved through improvisation of service levels supported with processes to tackle any customer complaints and issue.

The iGA has improved the Customer Charter framework for the ministries and governmental entities in the Kingdom, whereby charters can ensure high quality performance in the eServices they offer. The eGovernment also played an important role in providing consultancy to ministries to improve and implement these charters.

There are 9 government entities that launched their Customer Charters for eServices adding to it the eGovernment Portal. These include ministry websites that fall under the evaluation process of the UN eGovernment readiness report as a first step. It will later be implemented in all other governmental entities in further stages.

Page Last Updated: 22 Apr, 2021