Dubai’s RTA has relaunched its Customer Happiness Centres in Al Barsha and Umm Ramool after a major upgrade. The authority aims to convert them into hybrid centers to help residents with innovative and personalized digital solutions. Customers are now able to use fully automated services through digital devices, while service advisors will continue to provide support as before to assist certain groups.
Vision to Position Dubai as World’s Smartest City
RTA Chairman and Director General Mattar Al Tayer highlighted that the authority is constantly improving its services for customers through the integration of the latest AI and digital technologies. He further added that this transformation in Dubai is done under the guidance of the UAE’s PM and Vice President and current ruler of Dubai, His Highness Sheikh Hamdan bin Rashid Al Maktoum.
This initiative reflects the Emirates’ leader’s vision to move towards a smart city model and position Dubai as the smartest city in the world. He also said that we aim to provide services that exceed our customers’ expectations, ensuring the happiness of the emirate’s residents and visitors.
Services 360
Mattar Al Tayer said that reconstructing the Customer Happiness Centers in Al Barsha and Umm Ramool into hybrid centers is a part of the RTA’s plans to provide its customers with smart, modern, and eco-friendly facilities. These efforts align with the Dubai government Services 360 vision.
He also added that this redevelopment aims to improve customer service by not only providing modern services but also adding extra value. He said that RTA’s initiative aims to meet customers’ needs easily and efficiently, giving a smooth experience with faster and more accurate transaction processing.
This transformation is often cited as one of the best startup story examples in governance, where traditional systems evolve into innovative, tech-driven solutions that inspire both businesses and government entities.
Customer Experience
On his visit to the Customer Happiness Centre in Umm Ramool, Al Tayar was informed about how these are designed following the most up-to-date international standards in customer service. The interior design of the reopened hybrid centers is inspired by natural elements.
Their unique design ensures customers can easily access services and complete transactions quickly. Additionally, dedicated service advisors are also there to help customers in private platforms. The center’s design is based on eco-friendly architecture ideas, offering a balanced space where functions and services work together.
97 Services
RTA’s chairman was also informed about the services at the hybrid center in Umm Ramool, including self-service digital kiosks, the website, service advisors, and other facilities. This redevelopment has increased the number of services from 72 to 97. It is expected that the transactions at each center will grow to 100,000 by the end of 2025, which was 84,000 in the previous year.
The Umm Ramool Centre has assisted over 1,350 customers each month beyond normal working hours. In quarter 2 of this year, the customer numbers grew by 25% compared to quarter 1 of the same year. At the end of his visit, Al Tayar highlighted the importance of focusing on customer happiness and said all RTA employees’ priority is to provide services that not only meet customers’ needs but also exceed their expectations.
Moreover, it is important to mention that in 2023, RTA has finished the upgrade of Customer Happiness Centers in Al Twar, Al Manara, and Al Kifaf into smart centers. By 2026, the authority will also finish the transformation of the Deira Customer Happiness Centre.
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