Dubai Renews Operations of Service Centers with Automated Assistance for Customers
RTA Transforms Customer Happiness Centres in Dubai into Smart, Hybrid Facilities
The Roads and Transport Authority (RTA) in Dubai has completed the refurbishment of several Customer Happiness Centres, transforming them into modern, hybrid facilities that offer a blend of automated digital services and service advisors.
The redevelopment project, which began in 2023, has seen the centres in Umm Ramool, Al Barsha, Al Twar, Al Kifaf, and Al Manara transformed into smart centres. By the end of 2025, the Deira Customer Happiness Centre is set to undergo a similar transformation.
The centres, inspired by natural elements, boast an interior design that ensures easy access to services and immediate transaction completion. The redevelopment reflects the vision of Sheikh Mohammed bin Rashid Al Maktoum and Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum to make Dubai a smart city.
The RTA has also emphasized its focus on enhancing customer services through digital technologies and AI. Mattar Al Tayer, Director General of RTA, was briefed on the facilities of the Customer Happiness Centre in Umm Ramool, where he highlighted the importance of delivering a seamless and effective customer experience with faster and more accurate transaction processing.
The Umm Ramool Centre, which reopened in 2024, has seen a significant increase in the number of services offered, rising from 72 to 97. The centre's 24/7 operation has served more than 1,350 customers per month outside regular working hours. In Q2 2025, customer numbers at the centre grew by more than 25% compared with Q1 of the same year.
The centres now provide dedicated service advisors in private platforms, ensuring a more personalized and efficient service experience. The overall appearance of service delivery channels at the centres has been unified, offering a consistent and user-friendly experience to customers.
The redevelopment of these centres is in line with customer aspirations, meeting their needs with flexibility and efficiency. RTA aims to convert its Customer Happiness Centres into smart, hybrid facilities that combine modern design with sustainability concepts, redefining customer service by not only providing service but also delivering added value.
The refurbishment of the centres was carried out by the RTA itself, demonstrating the authority's commitment to continuous improvement and innovation in its services. The enhanced operational efficiency of the centres is expected to result in an increase in transactions processed at the centre from 84,000 in 2024 to over 100,000 by the end of 2025.
In conclusion, the RTA's redevelopment of its Customer Happiness Centres is a significant step towards creating a smart, efficient, and customer-centric city. The hybrid centres offer a seamless and effective customer experience, aligning with the aspirations of Dubai's residents and visitors.
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