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 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, 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 Chief Executive officer at EITC.