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The Roads and Transport Authority (RTA) revealed that Customer Happiness Centers had received 320,350 customers and processed 321,200 transactions in 2016. The customers waiting time had dipped to 3 minutes compared to the six minutes target, and the average processing time of transactions by frontend staffs clocked 2 minutes and 47 seconds, which compares well to the targeted 4 minutes and 14 seconds per transaction.
Ahmed Mahboub, Director of Customer Service Department, RTA’s Corporate Administrative Support Services Sector, RTA, said, “The Customers Happiness Center at Umm Al Romool alone had received 121,200 customers and processed 121,849 transactions, followed by Deira Center, which had received 82,231 customers and processed 82,794 transactions. Al Awir Center had received 66,928 customers and completed 66,593 transactions, Al Barsha Center had received 47,739 customers and processed 47,737 transactions, and the JBR Center had received 2,250 customers and processed 2,227 transactions. Fulfilling the required documentation enables frontend employees to process transactions in less than the targeted time.
“The most services in demand at Customer Happiness Centers were those related to vehicles accounting for 125,739 transactions, followed by drivers licensing services (56,805 transactions), then NOCs services (39,980 transactions),” explained Mahboub.
“RTA is making relentless efforts to thrust the Ranking of Customer Happiness Centers to bring it to as high as the 7-Star Rating advocated by our government as part of the UAE Government Services Excellence Program. The RTA is working on a self-generated rating of customers’ centers, implementing 21 initiatives as part of a roadmap of improvement initiatives, setting up a permanent filed consultative team for the project, and compiling weekly reports and field comments about the performance of centers along with the key improvements needed to enhance the customers’ experience.
“Among the key initiatives taken in this regard, a team from Customers Service Department has been tasked to screen the needs of customers every six months, and submit a report to the Director-General and Chairman of the Board of Executive Directors of the RTA for endorsement. Initiatives include forming the Happiness Committee composed of a host of CEOs and Directors to examine and follow-up key initiatives & projects of relevance to the happiness strategy to ensure proper implementation.
“The portfolio of initiatives include Customers Loyalty; which is focused on studying the most frequent users of public transport with a view to offering rewards to encourage them as well as community members to use more of public transport means. Customers Data is another initiative aimed at compiling customer details in order to communicate with them via social media channels to offer them all RTA services and continue monitoring their needs & priorities. Initiatives also include the Services Manual; a technological system comprising details relating to RTA services along with updates made to RTA portal and smart apps. Merging Apps is another initiative through which the RTA is seeking to reduce the number of smart apps to three main smart apps such that RTA services will be accessible to customers via a limited number of apps.
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