KSA launches ‘mystery shopper’ program to boost performance

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May 05, 2018

  • Adaa is launching an interesting app that allows measuring any service on the spot. Mystery shoppers rate the facility readiness, employee performance and clarity of procedures.
  • Adaa was established in October 2015, based on the recommendation of the Council of Economic Development Affairs.

RIYADH: The “mystery shopper” program to test products and services was launched this week by Adaa, the National Center for Performance Measurement.
Adaa, an independent government entity, reports to the Council of Ministers and operates under the chairmanship of Crown Prince Mohammed bin Salman.
Adaa General Director Husam Madani explained that performance measurement plays a role in achieving a responsibly enabled nation.
“There are three main pillars to Vision 2030 — a vibrant society, thriving economy and an ambitious nation. The third pillar of an ambitious nation has two sub-pillars — to be effectively governed and responsibly enabled.
“Adaa’s mandate is to measure government performance and measure satisfaction with the public services provided by government entities. When you connect the mandate to the two sub-pillars, measuring government performance plays part in achieving an effectively governed nation, and measuring beneficiary satisfaction plays part in achieving a responsibly enabled nation.”
He explained that the mystery shopper would visit a service center, make observations, then analyze the results and compile them in an experience report to be shared with the organization’s leadership.
“Mystery shoppers rate the facility readiness, employee performance and clarity of procedures,” he said.
Madani told Arab News that Adaa’s Mystery Shopper tool that falls under its Beneficiary Experience Program (BEX) and explained how the mystery shopper role is being conducted.
“Satisfaction data is collected through our BEX survey tool. Mystery Shopper is one of Adaa’s BEX tools which address compliance, where qualified professionals conduct regular visits to government service centers in order to objectively assess the center, the service and identify opportunities to improve the service offered to the beneficiary — a citizen, a resident, a visitor and an investor.
“The mystery shopper will define the main tasks of the requested visit, then conduct a visit to the service center.
“Mystery shoppers rate the facility readiness, employee performance and clarity of procedures. Bex Surveys rates the facility readiness, employee performance and clarity of procedures in addition to quality of output and speed of service. Regarding the entities, Bex (surveys) are conducted in all service centers of public entities. For example, the Ministry of Health’s service centers would be medical service facilities, the Ministry of Education’s service centers would be schools or universities, the Ministry of Municipal and Rural Affairs’ would be a municipality and so forth,” he added.
Adaa was established in October 2015, based on the recommendation of the Council of Economic Development Affairs.
Madani added: “We measure three things: targets toward vision 2030, we also measure initiatives progress, and third, we measure citizen satisfaction.”
Madani explained that a new measurement tool is on its way and said: “We have an upcoming app that allows you to rate any service center on the spot.”
“We also measure initiatives, specific initiatives that have been funded for organizations and we closely look at the outcome, we do not look at the progress. Third, we measure citizen satisfaction.”
Madani explained that Adaa also promotes performance measurement culture across public sectors through its enablement program.
Adaa has trained over 4,000 government employees to jump-start the performance culture in Saudi Arabia. “Every six months, we pick six government employees and send them to Harvard to take the Driving Government Performance (Program),” said Madani.
“We want to produce accurate and timely data that give real insights to the decision maker. We do not want to measure for the sake of measurements, but to help you as an organization drive your performance. We want to promote this culture across public sectors,” He added.

This article was first published in the Arab News

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