Page 46 - MOS PR REPORT - JULY 2025

8/1/25, 9:59 AM Ministry of Sports organises second ‘Customer Councils' session of 2025 to strengthen operational efficiency within private sector sp…
services. In line with this, we are committed to holding ‘Customer Councils' as open and direct forums for creativity
and innovation, placing the customer at the forefront of development processes.

In an effort to streamline the process, the Ministry highlighted that the elimination of redundant documentation and
requirements, which reduces the number of data fields needed to obtain services, as well as the use of state-of-the-
art technologies in the Sportifai platform. It further reaffirmed that the Ministry's goal to deliver an integrated and
smart experience that enhances customer satisfaction, elevates performance efficiency, and
strengthens institutional governance frameworks in the national sports sector.

Participants emphasised the significance of holding these councils on a regular basis, as they serve as an ideal
practical platform for exchanging experiences and ideas, accelerating service improvements, encouraging innovation
in the sports sector, and establishing an efficient and sustainable sports environment. They also commended the
Ministry's commitment towards the initiative and its efforts to strengthen the sporting ecosystem.

Following the session, specialised work teams within the Ministry reviewed and analysed the feedback and
suggestions made by representatives of sports organisations to categorise these insights and pinpoint any possible
gaps in service delivery.

The ‘Customer Councils' session represents the Ministry's proactive efforts to create a flexible, intelligent and
integrated sports service system that is transparent and simple to navigate. They are governed in accordance with
the authorised guidelines established by the ‘Emirates Programme for Excellence in Government Services,' in an
open, innovation-driven environment that focuses on shaping smart and integrated sports services.

https://www.godubai.com/citylife/press_release_page.asp?PR=186621 2/2