In line with the Sultanate of Oman’s efforts to enhance the efficiency of government services and improve user experience, the “Mystery Shopper” initiative was launched as an innovative evaluation tool aimed at objectively and discreetly assessing the performance and quality of digital government services.
The initiative relies on assigning trained individuals to assume the role of service beneficiaries and interact with government platforms just as real users would, with the purpose of observing the actual user journey and measuring satisfaction levels. These findings are then compiled into periodic reports that support the development of institutional performance.
The initiative is designed to support the advancement of government services by promoting transparency through the provision of real-life data that reflects the actual user experience. It enables government entities to devise strategies and development plans based on accurate field-based results. Moreover, it helps improve workplace environments by measuring adherence to service quality standards, with the goal of enhancing the satisfaction of beneficiaries. The evaluation mechanism generates precise quantitative and qualitative data, used to identify challenges and highlight opportunities for improvement, ensuring continuous, user-centred service development.
The “Mystery Shopper” initiative is considered a leading model for implementing digital participation, as it focuses on engaging individuals in improving public services. By capturing and analysing the experiences of mystery shoppers, services are redesigned with the citizen placed at the heart of the development process.
The outcomes of the initiative also contribute to streamlining procedures, designing better digital services, and enabling data-driven decision-making. This fosters a more positive interaction between the government and the public, reflecting Oman’s commitment to building a comprehensive digital government system that ensures user satisfaction and aligns with the objectives of Oman Vision 2040.
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