Bahrain National Contact Center

Collaborative Leadership for the Whole of

Government Approaches

By Ahmed Buhazza
Director - eService Delivery & Channel Enhancement
Internal Document | External Document

Bahrain National
Contact Center
Motives
Achievements
Success Factors

Motives

Bahrain National
Contact Center

Motives

Bahrain National
Contact Center

Motives

No
eServices
eService delivery channels

Limited
ePayment services

Difficult
Use of service

Lack of
24/7 service availability

Bahrain National
Contact Center

Motives

Kingdom of Bahrain Ranking

2005

67

Bahrain position on the eTransaction map

Bahrain National
Contact Center

Motives

300+ eServices currently

available..

eGovernment
Portal

Bahrain National
Contact Center

Motives

Total = 63 eServices
Available through SMS and
WAP and 20+ Apps

Mobile
Portal

Bahrain National
Contact Center

Motives

15 eServices Centers were set

up across the five
governorates of the Kingdom
of Bahrain.
Customers hot spots points were
selected such as post offices and
community centers.

eServices
Centers

Bahrain National
Contact Center

Motives

Self-Service eKiosks were

installed in 35 locations
around the Kingdom of
Bahrain.
Located in: Shopping malls, Ministry
premises, Hospitals, Banks,
Supermarkets, Post offices and
more

eGovernment
Kiosks

Bahrain National
Contact Center

Motives

eGovernment is more than mere Automation

Processes
& Policies

CUSTOMERS
[Citizens,
Business,
Government]

How to deliver?

Marketing &
Awareness

Service Levels
Commitment (QoS)

Capacity
Building

Bahrain National
Contact Center

Motives

Bahrain National
Contact Center

Motives

??
?

Non-IT,No Commuting,confused

IT Savvy with mobility

Non-IT with commuting ability

IT Savvy Individuals

Mobile Portal
eService Centers
Web Portal

Bahrain National
Contact Center

Towards a National Contact Center

Before Silah
Un-Served Segment of the public and the residents
Fragmented contact centers of different government agencies
Highly variable quality standards
Strain on vulnerable groups
Overstretched service delivery centers

Bahrain National
Contact Center

Motives

Establishment of Silah
Gulf
Takeover the operations
of internal government
contact centers
Increase consistency and
quality of customer
service

National Contact Center

Create an example of
excellence in call center
services in the region

Bahrain National
Contact Center

Towards a National Contact Center

Implementing the solution

Phase 1
Viability
Assessment
Timing
Key tasks

Phase 2

Phase 3

Phase 4

Scale-up and
Improvements

Phase 6
Business
Partnerships

Implementation
Partnership

Design and
Implementation

2008-2009

2009

2009-2010

2010

2010-2012

2012

Assess the
government
needs for
call center
services

Assign most
suitable
implementation partner

Setup NCC
infrastructure

NCC
takeover
all calls
made to
legacy call
centers

Integration of
additional call
centers

Sign several
contracts with
private &
public entities
to benefit
from Silah
services

Setup NCC
processes

Operational
Roll-out

Phase 5

Continuous
monitoring &
identify
opportunities

Bahrain National
Contact Center

Towards a National Contact Center

Provide Call Center Tailored Services

Provide Training to
Contact Center
Agent
Monitor Service
Performance
Obtain Customer
Satisfaction through
(serveys,polls..etc)

Reporting &
Monitoring

Service
Conceptualization
Stakeholders
Approval

NCC Service
Initiation

End-To-End
Integration

Develop the service

Integrate with
ministries back-end
systems
Deliver Services on
Contact Center
Multiple Channels
(IVR,FAX,eMail,Vide
o Calls..etc)

Business Process
Re-Engineering

Current State
Assessment
Design customized
service features for
the contact center
Draft Service
Description
Documents

Bahrain National
Contact Center

Towards a National Contact Center

Operational Support

Customer Care
Appointment Booking
Payment Processing.
Technical Support

Citizen Satisfaction
Survey
Reminder Calls
Feedback calls
Invitation Calls

Complains
Management, Tawasul
support.
Technical Support
Liaison with all the
Ministries
Document processing

Telephone
Web Chat
SMS
Email, Fax, mail,
voicemail.
Social Media
Video Support

Inbound Enquiry
Line

Outbound
Campaigns

Back Office
Activities

Other Channel
Support

18

Bahrain National
Contact Center

Towards a National Contact Center

Key Challenges

Recognizing
the concept

Talented
Resources

Ministries belief of delivering

their support services internally
with lower cost.

Lack of experienced resources in

Bahrain in the call center
domain.
Lack in the professional
communication skills to meet the
international standards.

Achievements

Bahrain National
Contact Center

Achievements

Unified
Call
Center
MultiChannel
Support

More
Jobs
Achievement

Improved
Citizen
Perception

Profitable
Business

Bahrain National
Contact Center

Achievements
Fully Integrated Government Services

SCICT
eGovernment
Authority
BPR &
Legal
Capacity
Building

eGovernment
Portal

eServices
Centers

National
Contact Centre

Mobile
Gateway

Enterprise Architecture
Authentication (Single Sign on, Smart card)
National
Gateway
Interface

Case
Management

National
Payment
Aggregator

Social &
Tourism
Information

Marketing &
Awareness

G2E portal

G2B Gateway

eProcurement

Real Estate

International
Events

Education

eHealth

Customs

eOffice

International
Benchmarking
Programme
Management
Monitoring &
Evaluation

National Data Set

Data Security
Government Data Network
Data Centre

Bahrain National
Contact Center

Achievements

Government
Entity Backend

Government
Entity Backend

Video Calls
For Hearing impaired

Citizens/Residents

Call Center

eMail

Government
Entity Backend

Web Chat

Government
Entity Backend

End-to-End Delivery of Services

The Bahrain National Contact Center host 51 end-to-end integrated services, the services are fully supported
by the NCC channels and agents without the need to refer to the business owners.
Since the introduction of the video calls channel in 2012, 1050 inquiries from hearing impaired people
were served .
Since the introduction of the automatic IVR payments service in 2012 an average increase in
channel adoption reached +72.6%.

Bahrain National
Contact Center

Achievements

Statistics

Call Volume

35000
30000
25000
20000

2014
2013

15000
10000
5000
0
Jan
2014

21,523

2013

14,129

Feb
25,398
17,557

Mar

Apr

24,158

26,629

18,746

17,565

May

18,474

Jun

Jul

Aug

Sep

Oct

Nov

Dec

22,105

32,905

25,432

28,321

24,949

20,680

21,492

In the year 2013 , the National Contact Center accommodated a total of 262,355 calls

Integrated Service
Delivery Platform

Achievements

Statistics

93%

Customer Satisfaction

100%

95%

Target 90%
2014

90%

2013
85%

80%
Jan

Feb

Mar

Apr

2014

94%

94%

91%

94%

2013

91%

92%

94%

94%

May

94%

Jun

94%

Jul

94%

Aug

93%

Sep

93%

Oct

94%

Nov

94%

Dec

94%

In the year 2013 , the National Contact Center achieved 93% customer satisfaction rate based
on a 360 degree quality evaluation.

Bahrain National
Contact Center

Multi-Award Winners
Since its launch in 2009, Silah has
bagged multiple awards in
customer service solutions

Achievements

Awards
Outstanding Organization Award in
Bahranisation Recruiting

Best New Outsource Provider

Award in MECC2012

Best New Outsource Provider

Award in MECC2011
Best Contact Center Award in
CSES2011

Factors of Success

Bahrain National
Contact Center

Factors of Success

His Highness
Shaikh Mohammed bin Mubarak Al Khalifa
Deputy Prime Minister, Chairman of the Supreme Committee for
Information and Communication Technology (SCICT)

Bahrain National
Contact Center

Factors of Success

Their Excellencies - members of the Supreme Committee

for Information and Communication Technology

Bahrain National
Contact Center

Factors of Success

Partnerships with ministries and governmental entities

Bahrain National
Contact Center

Strategic Partners

Factors of Success

Bahrain National
Contact Center

Factors of Success

Lessons Learned

Public-Private Partnerships
Can Deliver Successful,
Profitable Services

Better Contact Management

Leads To Better Perception of
Government

Spend Substantial Time and

Resources and Bring in Strong
Partners

Bahrain National
Contact Center

Factors of Success

Advancing Bahrain to New Heights"

Thank you

Retouched by YAZ April 5, 2012