Revolutionizing Customer Experience: RTA Unveils Hybrid Happiness Centres in Dubai
In a significant advancement toward enhancing public service delivery, Dubai’s Roads and Transport Authority (RTA) has officially reopened its Customer Happiness Centres in Umm Ramool and Al Barsha after undergoing comprehensive redevelopment. These newly minted centres epitomize a forward-thinking approach to public service, merging sophisticated digital automation with bespoke customer assistance, thus setting a benchmark for future service infrastructures in the emirate and beyond.
This initiative is emblematic of RTA’s overarching strategy to align with the UAE Digital Government Strategy and the Dubai Government's “Services 360” vision. By integrating progressive technologies, RTA aims to provide an unprecedented range of services, thereby facilitating greater accessibility and convenience for citizens and residents alike. Central to this evolution is the installation of intelligent kiosks and digital devices that allow users to navigate fully automated services at their convenience. However, recognizing the inherent value of human interaction, RTA also ensures that service advisors are readily available to assist customers requiring more personalized support.
His Excellency Mattar Al Tayer, Director General of RTA, articulated the agency’s unwavering commitment to harnessing artificial intelligence and digital technologies. He emphasized that this initiative is not merely a transformation of service delivery; it is a critical step towards fulfilling the directives from Dubai’s leadership to position the emirate as a premier smart city globally. The aim is not only to meet but to exceed customer expectations at every engagement point.
The revamped centres incorporate sustainable design principles, drawing inspiration from natural elements, creating a workspace that is both inviting and efficient. This emphasis on sustainability aligns with global trends toward environmentally friendly practices in urban development. The enhancements have expanded the range of services offered from 72 to an impressive 97, and these centres are projected to handle a surge in transaction volume—expected to rise from 84,000 in 2024 to over 100,000 by the end of the year.
Operational 24/7, the Umm Ramool Centre has already seen significant uptake, servicing over 1,350 customers monthly beyond standard hours. The footfall has surged over 25% in the second quarter of 2025 compared to the first, indicating a robust demand for the enhanced services. This trend underscores not only the vision of RTA but also reflects the evolving preferences of the population who are increasingly inclined towards utilizing digital services in conjunction with traditional methods of customer service.
In his remarks, Al Tayer highlighted the pressing importance of prioritizing customer happiness and ensuring that RTA employees are equipped to deliver exemplary service. This focus on human-centered service delivery remains paramount even in a technologically advanced framework. Following the successful transformation of centres in Al Twar, Al Kifaf, and Al Manara throughout 2023, RTA has ambitious plans to convert its Deira centre to the hybrid model by 2026, further expanding its scope of services and enhancing customer interactions.
The transformation of the Customer Happiness Centres not only reflects RTA’s dedication to excellence in public services but also mirrors the broader trends in the region’s governance strategies. As nations across the Gulf Cooperation Council (GCC) prioritize digital transformation, Dubai continues to set a blistering pace, emerging as a model for smart city initiatives. The integration of state-of-the-art technologies within public services not only aims to streamline processes but also seeks to build a resilient infrastructure capable of accommodating the growing population.
As Dubai strides into the future, the hybrid model of customer service adopted by RTA is a strong testament to a paradigm shift in public administration. By deftly intertwining human touch with cutting-edge technology, the RTA paves the way for a smart, responsive, and customer-centric framework capable of adapting to the evolving demands of its citizens.
In conclusion, the relaunched Customer Happiness Centres stand as a testament to Dubai’s vision of a technologically adept future, where public services are seamlessly integrated into the lives of its residents. As the RTA continues on its path of innovation and transformation, it is poised to not only meet the needs of today but also address the challenges of an ever-evolving urban landscape.
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