Introduction Under the leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, the UAE has confirmed its commitment to ensuring that all ministries transform to become institutions that promote customer satisfaction and, consequently, happiness through the delivery of quality services (Ministry of Cabinet Affairs and the Future, 2018). The UAE administration seeks to achieve this objective by not only building partnerships between consumers of government services but also developing systems for measuring customer satisfaction and happiness levels. This initiative makes the UAE the first nation across the world to adopt a statewide policy that addresses the need for maintaining a happy population. This paper critically evaluates whether or not studying the concept of touchpoints supports the UAE government’s effort to becoming the happiest country in the world by ensuring high-quality service levels in all government departments. This paper conducts an extensive literature review to generate evidence regarding the effectiveness of touchpoints in improving customers’ experiences. Aims, Objectives, and Scope of the Study This paper aims at conducting a literature review on the concept of touchpoints with the objective of developing a sound argument regarding the extent to which they can effectively help the UAE to achieve remarkable customer satisfaction and happiness levels in all its ministries. This aim sets the scope of the current research as understanding and presenting a critical argument regarding the implications of touchpoints to the UAE government. Key quality issues facing the UAE government in achieving customer satisfaction will also be examined. Ultimately, a room emerges for providing recommendations on how the concept of touchpoints can be applied to boost customers’ satisfaction with government services. Literature Review The Concept of TouchPoints The study by Stein and Ramaseshan (2016) presents a touchpoint as any mechanism or ways through which customers can interact with organizations or government institutions. Such interaction zones can be websites, person-to-person meeting avenues, and/or online applications that facilitate communication between an organization and people who use or purchase various services or products. Whenever customers deploy the above touchpoints, they gain an opportunity to leave information about their perceptions and opinions regarding the service or product supplied or bought (Stein & Ramaseshan, 2016). In the context of the UAE government, touchpoints allow users of government services to leave information concerning their experiences with various departments within this country. The UAE believes that by identifying customers’ service concerns, ministries can come up with innovative strategies that can transform all ministries into happiness centers due to the quality service delivery. Data concerning service delivery in the UAE is pivotal in the generation of happiness and customer satisfaction indices. Utilizing touchpoints to enhance the population’s contentment levels corresponds to Khanna, Jacob, and Yadav’s (2014) argument that they allow “customers to have experienced every time they touch any part of the product, service, brand, or organization, across multiple channels and various points in time” (p. 123). The fact that satisfac