UAE, June 23, 2016 - The Telecommunications Regulatory Authority (TRA) has launched today (Thursday, June 23, 2016) ‘Erteqa’ a new initiative which aims to increase the level of customer services across the UAE’s telecoms sector. The initiative was inaugurated during a press conference held at the Four Seasons Resort Dubai.

The initiative which is under the patronage of H.H. Sheikh Mansour Bin Zayed Al Nahyan, Deputy Prime Minister and Minister of Presidential Affairs of the UAE. aims to enhance telecommunications customer service centers based on quality standards set by the TRA and the telecoms provider to ensure the happiness and satisfaction of Etisalat and Du customers. The project falls under a wider initiative called ‘Esaad’, which was launched subsequently by the federal entity.

‘Erteqa’ will adopt six major standards for the evaluation of customer service centers and several minor criteria including rating the ease and smoothness of service delivery and the customer’s experience with employees in terms of professionalism, efficiency and interaction. The ratings standards will also assess the service centers’ facilities, prominent display of products and services, as well their innovativeness. 

H.E. Hamad Obaid Al Mansoori, Director General of the TRA, said in his speech at the conference that the ‘Erteqa’ initiative to promote telecommunications service centers in the UAE is one more step towards ensuring customers’ happiness. To be implemented under the patronage of H.H. Sheikh Mansour Bin Zayed Al Nahyan, Deputy Prime Minister and Minister of Presidential Affairs of the UAE, the initiative demonstrates that the UAE’s wise leadership is not just a slogan, but rather a tangible programme under a comprehensive national plan which includes all sectors and hubs.

“At the TRA, we believe that the customer should be at the heart and priority of our services to achieve excellence and promote leadership, and as you know, the UAE puts its own touch when it comes to quality and excellence. This unique effort makes our standards different from anywhere else in the world, as we work to always become number one in our initiatives – having learned from our wise leadership to not compromise on excellence,” H.E. Al Mansoori added.

H.E. Al Mansoori expressed his appreciation to the federal agency’s partners for their positive response to the initiative, and commended the efforts of the teams who worked hard to ensure its success, which was achieved by holding various workshops and meetings, finding the best global experiences, understanding and analyzing customer requirements and expectations through discussions and meetings with them, and listening to their opinions and working on them.

Eng. Saleh Al Abdooli, CEO, Etisalat Group, said: “It is our honour to be part of the ‘Erteqa’ initiative, which reflects the strategic orientation of the UAE Government to promote happiness for individuals and society. In response to this initiative, Etisalat will mobilize our resources and human abilities towards innovation in the various fields to promote our services to a level where we can achieve the highest customer satisfaction and happiness.”
    
“Our efforts in this aspect are visible through the various smart portals we have opened in the country and across the Middle East, which are designed to immerse customers in more fluid, streamlined and easy transactions that are done quickly and transparently in an environment smartly designed and equipped with digital systems as well as assisted by highly professional staff to ensure customers of a happy and satisfied experience,” he added.

“We have launched various digital channels that allow customers to complete their transactions wherever they are, whether through smart self-service devices, smart applications, our e-portal and customer service centers which work 24/7,” Eng. Al Abdooli explained.

“We at Etisalat do not believe that people’s satisfaction is an unachievable desire. Our experience in the UAE has proven that people satisfaction can be achieved if we have a strong will. Our experiences have taught us that customer happiness is a continuous process that does not stop at a specific point because the horizon is always open for improvements and for moving to the next level. Etisalat adopts an innovative approach to keep on developing our services and meet our customers’ various needs,” he concluded.

Osman Sultan Du Chief Executive Officer said: “du is fully committed to following the methodology set forth by the TRA, and we are proud to play our role in developing services that enhance the happiness levels of individuals and communities in our society. As we grow our Smart City, we have come to the realization that telecom services play a key role in day-to-day life and we are completely dedicated to steadfastly digitizing and developing smart telecommunications services throughout the UAE. We are working hand in hand with our partners in this initiative, TRA and Etisalat, for the benefit our country and its progress.”

The ‘Erteqa’ programme will evaluate the service provider’s customer service centers and ensure that they comply with the quality standards set by the TRA in collaboration with strategic partners Etisalat and Du and provide the best customer services. The initiative will be implemented in two phases: the first is the trial stage where Etisalat, Du and the licensed customer service centers will work together to align their customer service centers with the new services standards. The second phase will be the actual evaluation of the centers and how they apply the standards to ensure quality services.

With the implementation of standards, the scheme hopes to promote quality services in customer service centers across the UAE. It also aims to increase positive competition among them by enhancing their features and promoting innovativeness, while also guaranteeing uniformity for all customer service centers and help them identify the appropriate approach in providing services. It also looks to help overcome barriers and challenges in achieving the highest level of customer satisfaction, following the government’s directives to promote public services and ensure they are of high quality in order to please customers and make them happy.