Press Release

TRA Conducts Pilot Evaluation of 40 Customer Service Centers of Etisalat and du

The Telecommunications Regulatory Authority (TRA) has completed the pilot evaluation process of 40 customer service centers of Etisalat and du, as part of the first phase of ‘Erteqa’ initiative, launched by TRA in mid-2016. This initiative is considered the first of its kind on the global level, and it includes conducting a comprehensive and integrated evaluation of customer service and customer happiness centers of licensed service providers in the country. It aims to unify the service standards, upgrade their quality, as well as increasing the positive competition and motivating the licensees to launch innovative services that meet the customers’ needs.   

The pilot evaluation process covered 40 service centers of Etisalat and du, in order to identify the mechanism of service provision to the customers. The evaluation process focused on elements of quality of provided service, the speed of transactions’ completion, and the way of dealing with customers through responding to questions and providing sufficient information for all their enquiries.

Commenting on this initiative, H.E. Hamad Obaid Al Mansoori, TRA Director General, said: “We inaugurate today the implementation of the first phase of ‘Erteqa’ initiative, to evaluate the telecom service centers in the country. The initiative has been launched in June 2016 under the patronage of His Highness Sheikh Mansour bin Zayed Al Nahyan, Deputy Prime Minister and Minister of Presidential Affairs. This initiative falls within the wider umbrella of ‘Esaad’ initiative, launched earlier by TRA, which includes a range of efforts and initiatives focusing on customers’ happiness, knowing that TRA will be launching more initiatives within the framework of ‘Esaad’, successively in the coming period.”

H.E. Al Mansoori confirmed that: ‘’Etreqa’ initiative is a part of our constant commitment to providing high quality services to customers in all the licensees’ customer service centers. It reflects our serious commitment to customers’ happiness, which is in line with the national strategies and directions of the UAE government in this regards. We are confident that this initiative has a positive impact on improving the services quality, and raises the standards of the operators in all matters relating to human resources or using the latest smart technologies in this field.’ 

“We started by developing a comprehensive and detailed regulatory framework in order to identify priorities and objectives of each phase of this initiative. We commend on the positive role of the operators in this matter, and their cooperation and quick response during the pilot evaluation phase, which is the first phase of this initiative that included visiting 40 service centers of each operator by specialists. The outcomes have been analyzed, followed by discussing the results with the operators to improve the level of services.” H.E. added.

TRA has issued the evaluation guidelines, which includes six criteria: easy access to the service center, the facilities provided by the center, the employees behavior with the customers, presentation mechanisms of products and services, efficiency and effectiveness of provided services and meeting the customers’ needs, and embedding the innovation element in all stages of service provision.

By the end of the first phase of the pilot evaluation, the second phase of the initiative has been launched, which includes the actual evaluation of all service centers. The evaluation results will be disclosed upon the completion of the evaluation visits.