Saudi Arabia puts in place new measurement tools for Hajj quality control

Saudi Arabia's National Center for Performance Measurement (ADAA) has announced the launch of measurement operations for this year’s Hajj season.

The center will target 50 services provided by 16 government agencies to pilgrims from Saudi Arabia and around the Islamic world in Makkah, Madinah, Jeddah and Taif.

“The center follows specific measurement criteria based on clear methodology designed according to the best international practices,” said Ibrahim Niaz, director general of ADAA. The measuring tools provide in-depth data that reflect the pilgrims’ level of satisfaction on services provided to them throughout their journey. 

The measurement criteria are: Processes, sites, electronic systems, employees, time frame and outputs. 

The scale of operations is significant, with 31 sites, covered by 80 field researchers of 22 different nationalities.

They will measure the satisfaction of Hajj guests on obtaining a Hajj visa, traveling to Makkah and Madinah, mobility and support services, performing the rituals, visiting the Prophet’s Mosque and departure. 

For the first time, ADAA is implementing three new satisfaction measurement tools: The Mystery Shopper, the Watani Platform and field surveys. 

ADAA will send mystery shoppers to perform the Hajj rituals while verifying agency compliance with the services of pilgrims in 31 different locations. They will also assess staff performance. 

“The center adopted three tools to measure the satisfaction of the beneficiaries and to communicate with the beneficiaries and pilgrims directly. They will answer around 7,500 questionnaires related to their experience, and their use of government services,” Niaz said.

In a press conference held at the headquarters of ADAA in Riyadh, Khalid Al-Omari, senior quality assurance manager, said: “The Watani Platform is an electronic platform in 9 different languages that reflects the voices of citizens, residents, visitors and investors. It will enable them to evaluate the performance of public services according to the best technical practices.

Hassan Genah, executive director of performance analysis, said: “The platform will measure ministries and public bodies and some companies and institutions that provide services related to the performance of the Hajj.”