Press Release

TRA Awards Etisalat’s Customer Service Center 5-Star Gold Rating

The UAE Telecommunications Regulatory Authority (TRA) has awarded a 5-star gold rating to Etisalat’s customer service centre located at Marina Mall in Abu Dhabi for its exemplary customer service under the TRA's ‘Erteqa’ program.

TRA's ‘Erteqa’ was launched in June 2016 under the patronage of His Highness Sheikh Mansour Bin Zayed Al Nahyan, Deputy Prime Minister of the UAE and Minister of Presidential Affairs, for the aim of ensuring the provision of high quality services to customers in all service centres of licensed telecom service providers, in cooperation with Etisalat and du.

Each telecom service centre is assessed and ranked based on six main criteria: accessibility of the service centre, the facilities provided by the centre, 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. The process involves mystery shoppers as well as general customer feedback.

In this context, H.E. Hamad Obaid Al Mansoori, TRA Director General, said:  “Erterqa” 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 an actual interpretation of TRA’s efforts to achieve happiness, which has become the strategic priority of our country and our wise 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 ongoing commitment to provide high quality services to customers in all service centers of accredited service providers. We are confident that this initiative will contribute to raising the standards of the operators in terms of human capital, or the utilization of the latest smart technologies in this field.”

Saleh Al Abdooli, CEO, Etisalat Group said: “Etisalat has continuously focused on creating an efficient and enhanced the retail environment to provide digital services to give our customers an enriched experience. Such a recognition highlights our efforts and investments in bringing transformation and innovation across our retail ecosystem with the use of futuristic technologies and solutions.

The Marina Mall customer service center’s latest achievement is a testimony to their hardwork and commitment to provide high quality services and implement a smart store concept, focusing on transforming a brick and mortar retail environment to a digital and seamless experience for customers. We will continue to secure every opportunity to bring in this transformation by adapting the latest retail technologies, tools, expertise and resource, and increase customer satisfaction levels.” 

Etisalat rolled out its 'Smart Stores' concept in 2014 to digitally and ergonomically transform existing stores as well as those opening in new locations across the UAE. Since its launch, this new quality improvement approach has continuously focused on offering customers a more personalized experience and improved quality of service across its network of stores.

This is the fourth time an Etisalat Customer Service Center is awarded the gold ranking.  The TRA awarded Etisalat service centres with a gold rating earlier this year, including the centre located in Dubai (Sheikh Zayed road) and Ras Al Khaimah (Al Nadiya and Al Hamra Mall).

'Erteqa' initiative is one of the various programs implemented by TRA to achieve customer happiness. It falls under the 'Esaad' initiative, launched by TRA earlier, which includes various initiatives planned to be launched consecutively to attain people's happiness, as well as to achieve major upgrade in the provided services by the centers, and raise the standards of the operators in terms of the human element and the utilization of the latest smart technologies in this field.