Press Release

TRA Reveals the First Customer Happiness Center to Receive 5-Star Gold Center Rating

The Telecommunications Regulatory Authority (TRA) announced today that the first Customer Service Center achieves the 5-star Golden Center category within the evaluation of ‘Erteqa’ initiative. ‘Erteqa’ aims to achieve customer happiness by improving the quality and mechanism of services provision in all service centers of Etisalat and du. The initiative includes a comprehensive and integrated assessment of the customer happiness and service centers, in order to upgrade the quality of services provided to the customers in these centers, as well as increase the positive competition and stimulate the licensees to launch innovative services to meet the needs of customers.

The customer service center of “Etisalat” located on Sheikh Zayed Road in Dubai has been rated as a 5-star gold center. The evaluation process focuses on the quality of provided services, the speed of completion of transactions, the manner of dealing with customers by answering inquiries and providing adequate information to all their questions.

In this context, H.E. Hamad Obaid Al Mansoori, TRA Director General, said: “Erteqa is a national initiative under the patronage of H.H. Sheikh Mansour Bin Zayed Al Nahyan, the Deputy Prime Minister and Minister of Presidential Affairs of the UAE. It is a real interpretation of happiness, which has become a strategic priority for our country and our young government. Therefore, it is our duty to enhance and coordinate efforts and cooperation to provide the best services to achieve customer happiness in the UAE. Erteqa initiative is part of our continuous commitment to provide high quality services to customers at all service centers of licensed service provides. We are confident that this initiative has a positive impact in achieving big improvement in the quality of services provided at customer service centers, as well as raising the standards adopted by operators in all matters related to the human element or utilizing the most advanced smart technologies in this field."

Engr. Saif Bin Ghelaita, Executive Director Technology Development Affairs - CEO of Innovation at TRA said: “The announcement of the first center rated as a 5-star gold center coincides with the UAE Innovation Month. It reflects our serious commitment to utilize all technologies, modern and intelligent solutions, in line with the smart city strategy and knowledge-based economy. We are pleased with the positive role played by the operators in this regards, as well as their cooperation and prompt response in implementing the final evaluation phase of this initiative, which included visits by specialists to more than 200 service centers for both operators. The results were analyzed and the outputs were discussed with the operators to improve the level of services. We look forward to evaluate more service centers of the licensed service providers in the UAE on this classification very soon.”  

The TRA has issued the evaluation manual, which included six criteria: the accessibility of the service center, the facilities provided by the center, how the employees deal with customers, the mechanisms of products and services presentation, the efficiency and effectiveness of the services provided and their response to the needs of the customers, and the inclusion of the innovation element in all stages of service provision.