Page 56 - MOS PR REPORT - JULY 2025

8/1/25, 10:01 AM Ministry of Sports organises second ‘Customer Councils’ session of 2025 to strengthen operational efficiency within private sector s…

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.

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