The Challenge 

As part of its mission to deliver more unified, citizen-centric government services, the Emirate of Ajman saw a clear opportunity to streamline how residents access information and support. At the heart of this effort was the Department of Digital Ajman (DDA), which supports more than 13 government entities by managing citizen interactions and enhancing services through AjmanOne, the government’s all-in-one mobile app. 

But despite the wealth of available information, many residents were unsure of where to turn for answers. With each entity operating its own call center and communication channels, the fragmented support structure led to confusion, inconsistent service and a disjointed citizen experience. 

Behind the scenes, agents faced similar challenges. Without a unified system to manage queries, complaints, or feedback across channels, information was scattered and difficult to access. Even frontline staff struggled to find accurate answers quickly—slowing response times and increasing frustration. As call volumes rose, so did the pressure. Long wait times and limited knowledge resources made it harder for agents to keep up, contributing to burnout and absenteeism. 

For the DDA, solving these challenges wasn’t just about operational efficiency. It was about creating a better experience for citizens and a more sustainable, empowered environment for the teams who serve them. 

The Solution  

A unified, omnichannel hub 

To modernize the citizen experience and reduce pressure on agents, DDA partnered with Sprinklr to transform its call center, Ajman 80070, into a centralized, AI-powered contact center. Led by Ajman Contact Center Manager Budoor Al Shamsi, the goal was to unify communication across more than 13 government entities and deliver faster, more consistent support to the citizens who need it. 

“Sprinklr became the place where everything comes together,” says Alshamsi. “Whether it’s a call, social media message or live chat through the AjmanOne app, everything is combined in one place now. This is where the Sprinklr system comes to life.” 

DDA implemented Sprinklr Service, unifying communications channels, including phone, WhatsApp, live chat, chat bot and social media direct messages onto the Sprinklr platform. 

Smarter, faster agent support 
One of the most impactful capabilities for DDA has been AI Agent Assist, which uses AI to surface relevant information to agents in real time — reducing search time and improving accuracy. 

“Agent Assist helps agents automatically pull up relevant information based on the customer’s keywords,” Alani explains. “They don’t even have to search — it’s right there on the screen.” 

Proactive sentiment detection 
DDA also leverages Sprinklr's AI-powered voice sentiment analysis to detect signs of frustration or escalation during calls. When the system identifies tension, such as raised voices or aggressive language, it alerts a supervisor in real time. 

"The supervisor joins the call and stays on the line with the agent, monitoring what's happening to make sure the agent can de-escalate the issue. If not, they can step in to help," says Alshamsi. 

Tiered routing for faster resolution 
DDA also leverages Sprinklr for a structured escalation model that ensures every inquiry is handled by the right team. Once a citizen query is received — whether by phone, chat or social media — it's routed through a three-tier system: 

• L1: Frontline agents handle general inquiries and common service requests. 
• L2: More complex issues are escalated to internal back-office teams. 
• L3: Cases requiring action from specific government departments are forwarded to the appropriate entity. 

"We make sure the inquiry reaches the right department, and we let the citizen know who will follow up," explains Alshamsi. This model ensures faster resolution, clearer communication and a more seamless experience for citizens, no matter how complex the issue.

The Outcome

Centralizing call center operations onto a single, AI-powered platform has significantly improved service delivery across Ajman’s government entities. From January through December 2024 — with Sprinklr as the backbone of its citizen experience strategy — DDA successfully managed an increase in service volume, demonstrating the platform’s ability to scale and support growing demand. 

During that time period, DDA saw: 

• A 52% improvement in meeting service level agreements (SLAs) 
• A 61% improvement in speed of answer 
• An 18% reduction in average handling time  

These improvements not only enhance the citizen experience but also contribute to a more sustainable and supportive environment for frontline staff. 

For the DDA, this is just the beginning. The department is already exploring additional AI-powered solutions from Sprinklr to further streamline operations and meet the evolving needs of the community. 

“The Digital Department of Ajman is always open to adopting new technologies,” says Alshamsi. “After this recent experience with Sprinklr, we would be more than open to trying new technologies and new features.” 

With a strong foundation in place, DDA continues to lead the way in transforming how residents and visitors engage with government services, making access to information faster, easier and more intuitive than ever before.