The Chief Executive Officer (CEO) of the Driver and Vehicle Licensing Authority (DVLA), Noble John Appiah is urging personnel to help purge the bad image of the authority.
He called on personnel to lead an image-cleansing campaign and change attitude to improve service delivery to the general public.
Mr. Appiah disclosed this while addressing top managers of the authority drawn from various parts of the country at a training workshop in Kumasi.
According to a survey conducted by a consultant of the authority, corruption and bribery, activities of middlemen also known as goro boys, as well as delays in service provision and bureaucracies, among others, were some of the challenges facing the DVLA.
Officials say the situation puts the authority in a bad light.
Mr. Appiah, who assumed office barely two months ago, told the workers his immediate task is to help revive the DVLA and make it commercially viable.
“It’s an institution that has a very bad corporate image but we today must begin to do something about it. And we have the characteristics; we have everything that we need. It’s all about changing our attitude and all those things. Don’t let people think negative about your attitude but something very positive so that in our small ways, we can change the face of DVLA,” he explained.
He appealed to personnel to lead the campaign to purge the authority’s bad image by improving customer-worker relations.
“Somebody was telling me, why don’t you do re-branding as ADB? I don’t believe in just changing colours and logos. If we change all that and our attitude is still the same, we haven’t done anything in branding.
“Once people come for our services, they can see a change. The way we smile, the way we receive them-we will do everything. When we have done those things, then we can talk of changing colours logos and those things. But it must start from our attitude towards work, especially the way we receive customers,” Mr Appiah said.
According to him, DVLA will from the beginning of March embark on image-saving campaign, adding that the authority will look for innovative ways to improve service delivery to the general public.
These include radio and television programmes in the form of documentaries to educate the public on systems and procedures at the authority.
“We’ve put in place a lot of programmes this year and what we think we would be doing especially about documentaries about systems and procedures. The whole idea is to make the public see what we do and what they can also do to help us address some of the challenges.
He said the authority will deploy ICT-based mechanisms to help address challenges presented by middlemen known in local parlance as ‘goro boys.’
“From March I suspect, we will develop a lot of TV programme constantly on both TV and radio so that we address how to tackle some of the goro boys issue in addition to using ICT to address some of the areas,” Mr Appiah added.