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The Government continues to drive efforts on improving service quality and standards
provided by public sector agencies through re-organizing services around clients’
intentions. The Development Administrative Circulars (DAC) was implemented by
the Government as an approach towards administrative modernization and an important
channel to clarify methods, concepts and rationalize the implementation of all
modernization programs introduced.
These circulars further assist government agencies to strengthen their planning
and implementation of the administrative modernization programs and to have a
more streamlined and structured monitoring system.
In this respect, the focus has undoubtedly been towards the implementation of
Total Quality Management (TQM) programs through various recognition schemes for
agencies that have successfully exhibited excellence in measures to increase service
quality and productivity during the last decade.
Besides this, the public sector has continued to focus efforts on implementing
other DACs and quality programs such as the Telephone Services, Strategies For
Quality Improvement, Counter Service, Managing Public Complaints, Malaysian Civil
Service Link, Quality Control Circles (QCC), Innovation, MS ISO 9000, Benchmarking
and Client’s Charter especially in the area of customer-focus, which is integral
to increase the standard and level of service delivery.
There are several DACs that have touched on customer-orientation. The DAC on the
implementation of Total Quality Management is the most comprehensive client-focused
program towards creating awareness and providing support to staff by top level
management to ensure they understand the need and importance to satisfy the customer.
The public sector has provided many incentives to encourage agencies to implement
TQM. This incentive is in the form of quality awards such as the Prime Minister’s
Quality Award and Civil Service Quality Award that is the highest recognition
given to acknowledge and recognize agencies that have demonstrated excellence
in quality management.
Dewan Bandaraya Kuching Utara (DBKU) or Kuching North City Hall won the Prime
Minister’s Quality Award in 2000 by demonstrating features of quality excellence
in various areas such as quality leadership, customer satisfaction, strategic
planning and other programs to improve the standard of service output and delivery.
DBKU is entrusted to provide services and facilities to the general public. In
focusing on this effort, providing quality service has become the central theme
to increase customer satisfaction by way of improving the communication channel
as the single most important component between DBKU and its customers.
In order to keep the communication channels open and continue to interact with
the customer, DBKU adopted the accessible and visible concept through their Hotline
system, Radio Talk and Q suggestion system. These two concepts are actually indicators
to the level of service delivery provided to the public. Using these methods,
corrective and preventive actions are then formulated. Approaches such as direct
feedback from the customer is applied.
DBKU also undertook studies in areas such as counter services. This eventually
prompted the introduction of mobile counter services that has increased revenue,
regular meetings either in-house or out with respective contractors, implementation
of a fines calculation system in contract works and continues training.
Acknowledging that improving quality and productivity is an important tool to
increase competitiveness, DBKU recognizes that its human resource is the most
important component. The philosophy behind DBKU’s recruitment policy is “Getting
The Right Person For The Right Job At The Point Of Entry”, thus creating
a working environment that is clearly suited to enhance the individual’s
talent and interest based on qualification and merit. DBKU further stresses the
importance of open communication between management and staff to create a comfortable
and quality-working environment. Officers are not only provided on the job training
but attachments with external agencies are arranged to provide the necessary knowledge
and training to increase work output. Subsidies are given to staffs who wish to
pursue their studies off-campus and full time either internally or overseas based
on the requirements set by DBKU.
DBKU continues to further improve the quality of service towards its customers
especially with the implementation of the e-Government strategy that will introduce
multiple channels and create greater complexity in customer interaction with services
being delivered via the internet.
Source from Dr. M. Gopalakrishnan, Director, MAMPU Sabah Branch
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