GPSSA Harnesses Customer Insights to Enhance Pension Services and Streamline Administrative Pathways
The General Pension and Social Security Authority convenes Customer Council to identify service improvements, with recommendations focused on expanding advisory offerings and simplifying retirement planning for Emiratis.
The General Pension and Social Security Authority (GPSSA) has concluded a comprehensive Customer Council engagement that yielded actionable recommendations for enhancing its pension services architecture. The initiative, conducted in collaboration with Dubai’s Community Development Authority at the Nad Al Sheba Neighbourhood Council, assembled over 100 participants to provide feedback on the customer experience across multiple stakeholder groups.
The consultation process identified several priority areas for development. Foremost amongst these was the need to elevate awareness and accessibility of GPSSA’s Pension Advisory Services, enabling customers to engage support earlier in their professional trajectories. Participants emphasised the importance of transparent communication regarding pension entitlements, calculation methodologies and retirement options available to insured Emiratis, whilst also highlighting the value of guidance supporting financial and personal readiness for retirement transitions.
These recommendations align with GPSSA’s strategic objective to establish an integrated, customer-centric pension ecosystem that reduces administrative complexity and empowers individuals to make informed lifetime decisions regarding their social insurance journey. The outcomes further support the UAE Government’s Zero Government Bureaucracy Programme, reinforcing commitment to delivering seamless, proactive services that enhance citizen quality of life.
Discussion amongst the council encompassed the distinct requirements of employed individuals, pensioners, beneficiaries and employers alike. Particular commendation was extended to GPSSA’s pension advisory capacity, notably in supporting early retirement considerations, and to the Authority’s commitment to providing robust follow-up support where additional guidance proves necessary.
The Ma’ashi platform received substantial praise from private-sector representatives, with participants recognising its transformative impact on service accessibility. The platform enables insured Emiratis to review personal pension records, projected gratuity entitlements and pension projections, facilitating forward planning and informed retirement decisions. Similarly, participants highlighted the Shourak service’s value in maintaining pension continuity during employment transitions, allowing eligible individuals to preserve benefits from previous service periods in accordance with applicable frameworks.
Hind Al Suwaidi, Executive Director of the Pensions Sector at GPSSA, underscored the organisation’s commitment to customer-centred design: “Service development begins with understanding the customer experience and involving customers in the design of solutions that respond to their needs.” She emphasised that transformation success is measured by tangible improvements to customer experience and service accessibility, noting that GPSSA combines customer feedback with contemporary technologies and artificial intelligence to reduce administrative burdens whilst strengthening service integration.
The Authority continues embedding customer perspectives within policy development and service design processes, utilising councils and digital communication channels to identify evolving stakeholder needs and translate feedback into practical enhancements. This approach reinforces GPSSA’s foundational mission of advancing social stability and supporting the prosperity and wellbeing of Emirati citizens and their families.
Source: WAM