du Customer Service Centre Awarded TRA 5 Star Gold Rating

Dubai

du, from Emirates Integrated Telecommunications Company (EITC), was awarded the Telecommunications Regulatory Authority (TRA) 5 Star Gold Rating for its consistent innovation in contributing to the UAE happiness agenda. du Customer Service Centre in Al Salam Tower achieved consistently high scores across the six criteria assessment. The 5 Star Gold Rating was commemorated at the du Customer Service Centre in the presence of His Excellency Hamad Obaid Al Mansoori, Director General of the TRA, and Osman Sultan, Chief Executive Officer of EITC.

Commenting on the award and its importance for the UAE, H.E. Hamad Obaid Al Mansoori, said: “Our strategies and business plans in the telecom sector focuses on customer happiness as the main key to achieve our goals derived from the supreme goals of the country. We are entering the new era of the Fourth Industrial Revolution, which is based on the quality of telecom and its ability to meet the requirements of the big data flow between machines and smart cities. And while working on ensuring a competitive and highly developed infrastructure, we work on ensuring the happiness of the sector’s customers and improving it, taking into consideration the interests of all parties, as the UAE telecom sector is a strategic sector and serves as the nervous system of various development sectors such as health, education, security and others.”

“A happy nation is one of the main goals of UAE Vision 2021, and our business philosophy is aligned with this. We continue to put customers at the core of everything we do, and are proud to be recognized for our innovations in the customer service domain. In line with our digital transformation efforts, we engage with customers across a number of touchpoints in addition to our brick and mortar centres, and our goals to achieve seamless integration between offline and online engagement is of paramount importance. We would like to extend our gratitude to the TRA for this honor,” said Sultan Osman, Chief Executive officer at EITC.

In an ongoing effort to engage customers and meet their changing needs, du continues to update the retail experience across store locations around the region. These updates will eventually encompass all of du’s customer interactions; including the online shop, social media channels, as well as face-to-face. du has 64 retail outlets within the UAE, and is expanding constantly to meet the needs of valued customers. In accordance with the TRA’s “Erterqa” initiative, du’s customer service centre was assessed based on six criteria including accessibility, facilities, customer interactions including the responsiveness to customer needs, as well as the mechanisms of products and services presentation, and the efficiency and effectiveness of the services provided.

In the past, du was recognised with the Best in Class Call Centre 26-100 Seats and Best Use of Call Centre Technology Awards at the second Middle East Call Centre Summit. The telco was also recognized for having the best Customer Experience Measurement and for its design and development of Customer Journey Maps at the Service Olympian Awards.

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About the Telecommunications Regulatory Authority (TRA)

The Telecommunications Regulatory Authority (TRA) of the UAE was established in 2003 for the aim of regulating the ICT sector, and enabling government entities to smart transformation, thus contributing to achieving the UAE Vision 2021. 

This vital role is derived from the UAE Telecommunication Law and its Executive Regulation. The objectives of TRA in this context include: Ensure the provision of high quality telecommunications services throughout the country by the licensees, support the ICT sector with regulatory frameworks that enhance competitiveness and protect the rights of beneficiaries, contribute to the development of e-services readiness, encourage investment and innovation, and improve ICT human capital to ensure the UAE’s leading role in the sector.

TRA received many awards, including “Mohammed Bin Rashid Government Excellence Award 2017” in the fields of enablers and national agenda, “The Global Mobile Government Award 2017”, and “Best Government Entity Using Latest Technologies” at Genesys G-Summit Middle-East Awards 2016. Moreover, TRA received two prestigious awards in innovation and collaboration between the public and private sector from “.Gov Magazine” in 2016, as well as one of the most important WSIS Prizes 2016, the Middle East Smart Government & Smart Cities Excellence Award 2016, and “the Best Middle Eastern Regulator Award” at the Telecom Review Summit Award 2015,  The Smart System Award at the Gulf Information Security Expo and Conference (GISEC) 2015, and “Best Regulatory entity” 2014 from CommsMEA.

Regarding competitiveness indicators, the UAE ranked first in the Arab World in the number of fixed telephone lines per 100 inhabitants, the internet bandwidth in Kb per user, and the ability to innovate for individual indicators. Globally, the UAE ranked first in importance of ICTs to government’s vision, first in government success in ICT promotion, first in ICT usage and government efficiency, as well as government procurement of advanced technology products. The UAE ranked second in mobile-broadband subscriptions, third in mobile-cellular telephone subscriptions, and fourth in quality of overall infrastructure. The UAE also ranked third among GCC and Arab countries in 2017 ICT Development Index.   

For more information, please visit our website: www.tra.gov.ae  

© Press Release 2018