Oussama El Omari, RAK FTZ CEO
The Ras Al Khaimah Free Trade Zone [RAK FTZ] announced today that its annual Client Satisfaction Survey for 2010 has revealed continuing high levels of satisfaction among its clients, with regard to the Free Zone’s products and services.
Released in January 2011, the results of the survey reinforce RAK FTZ’s strategic objective to provide world-class services and facilities to its clients. Since 2003, the Authority has been using annual Client Satisfaction Surveys as an important tool to identify its strengths and weaknesses in line with its overall goal to provide its clients with the very best in terms of services, facilities and operating options.
The survey, which was conducted by the Client Relations Department in cooperation with the Quality Management System team and Administration Department, collected feedback from across the entire spectrum of RAK FTZ clients, operating at different locations and with various licences. In order to improve the accuracy of responses, it was updated from last year’s version, with a few questions changed and added.
The survey involved two versions; newly registered clients filled out Survey A, and Survey B was given to clients who had been associated with the free zone for at least a year. Survey A aimed to measure the client satisfaction with the application process, set-up experience and visa-related procedures, while Survey B was designed to measure satisfaction with operating a business under a RAK FTZ licence over a longer period.
Congratulating the RAK FTZ team on the impressive results, RAK FTZ CEO Oussama El Omari said, “Amidst the tough economic climate, and especially in our line of business, a high client satisfaction rating is very significant. We can win all kind of awards from external bodies and organisations, but if our own clients.
aren’t happy then all these recognitions are meaningless. We are thrilled with the results of the Client Satisfaction Survey for 2010, because they reassure us that we are on the right track and our efforts are being recognised and appreciated by the companies and people who matter the most – our clients.”
The response from an overwhelming majority of clients participating in the survey was positive, with the average score on Survey A being 4.04 (very good). The results of Survey B were even better with an average score of 4.19 overall. The survey scoring is based on a five-point system, wherein one is the lowest and five is the highest score.
The overall client satisfaction ratings were also quite high – 81% and 84% on Survey A and Survey B respectively. When asked if they would recommend RAK Free Trade Zone to others, 95% (Survey A) and 93% (Survey B) said they would do so. In spite of the global economic crisis that has caused most businesses to tighten their belts, the survey revealed that majority of clients believe RAK FTZ to be a cost-effective choice for new businesses, with 94% (Survey A) and 90% (Survey B) of the respondents giving the FTZ a thumbs-up.
Suggestions from clients included requests for assistance with ID cards and driving licences and help in finding accommodation for managerial staff. Some RAK FTZ clients also requested that RAK FTZ set up additional business centres and make the visa application process available online – which the free zone has recently implemented, as it was already part of its strategic plan.
El Omari added, “These annual surveys give us a better idea of what we can do to improve. Positive feedback is, of course, always encouraging and rewarding, but the suggestions are extremely useful, because they give us an idea regarding which new services, facilities or solutions we can offer as well as which areas of our current operations need the most improvement or change. It is always our aim to satisfy our clients, and in the current market, a willingness to innovate and adapt is critical to achieving that goal. These results enable us to more effectively focus our efforts in the right direction.”
The annual RAK FTZ Client Satisfaction Survey has proved to be quite useful over the years, providing valuable insight into how the free zone can not only improve its facilities and services but also better meet the needs and expectations of clients.