RTA to Transform Umm Ramool and Al Barsha Customer Happiness Centres into Hybrid Models

Dubai’s Roads and Transport Authority (RTA) has embarked on Phase II of Upgrading Customer Happiness Centres Development Project. This phase involves converting Umm Ramool and Al Barsha Centres into hybrid centres.

The move is part of RTA’s master plan to enhance its electronic and digital service offering in line with the UAE's Digital Government Strategy, Dubai Government's “360 Services” vision, and the government's drive to reduce the number of physical centres. The two centres will offer dual services accessible to customers via smart devices without human intervention, as well as through service advisors. The project is slated for completion this September.

His Excellency Mattar Al Tayer, Director General, Chairman of the Board of Executive Directors, RTA said,

“RTA is committed to offering services through smart digital channels in line with the vision and directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister of the UAE, Ruler of Dubai, and His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, Chairman of the Executive Council, to transform Dubai into the world's smartest city and the best city for living. The overall objective is to deliver services that surpass customer expectations.”

Conversion Strategy

"The transformation of Customer Happiness Centres in Umm Ramool and Al Barsha into hybrid centers aligns with RTA's strategy to automate services, expand digital partnerships, and enhance innovation. Progressing on schedule, Al Kifaf, Al Manara, and Al Tawar centers have already been converted into smart centers. Currently, efforts are focused on Umm Ramool and Al Barsha, with plans to transform Deira Centre next year. This initiative aims to provide comprehensive, interconnected, and proactive digital services to customers,"

commented Al Tayer.

Transformation Plan

The two centres, Umm Ramool and Al Barsha are being redesigned and developed in line with the latest international standards and practices in customer service to enable offering all services via smart devices without human intervention. Additionally, service advisors and video communication options will be available to offer necessary support to all customer segments requiring assistance.

Benefits

The project will significantly boost RTA's digital adoption, offering 24/7 automated services to enhance customer satisfaction. Services available at the centers will expand from 78 to 213, positioning RTA as a leader in service efficiency and faster transaction processing. Easy-to-navigate electronic platforms like interactive kiosks will improve service accessibility and transaction volumes. Additionally, the project will ensure more efficient processing of transactions and inquiries, easing data collection and analysis to understand future customer needs while ensuring data security and privacy through advanced technology.

Continuity of Service Delivery

Umm Ramool and Al Barsha centres will maintain service provision to customers throughout the development project, which is scheduled for completion by the end of September this year. During the upgrade phase, both centres will operate on a partial closure basis to ensure that there is no interruption in delivering pioneering and distinctive services to customers.

News Source: Dubai Media Office