TRA UAE launches ‘Erteqa’ for improved customer service

Initiative aims to boost customer happiness in Etisalat and du service centres
H.E. Hamad Obaid Al Mansoori, Director General of the TRA (centre) with Eng. Saleh Al Abdooli, CEO, Etisalat Group and  Osman Sultan, CEO, du
H.E. Hamad Obaid Al Mansoori, Director General of the TRA (centre) with Eng. Saleh Al Abdooli, CEO, Etisalat Group and Osman Sultan, CEO, du


The Telecommunications Regulatory Authority (TRA) has ‘Erteqa’- a new initiative which aims to increase the level of customer services across the UAE’s telecoms sector.

The initiative aims to enhance telecommunications customer service centres 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 centres 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 that the ‘Erteqa’ initiative to promote telecommunications service centers in the UAE is one more step towards ensuring customers’ happiness.

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 mobilise 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.”

He added: “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.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”.

Osman Sultan, CEO, du 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 realisation that telecom services play a key role in day-to-day life and we are completely dedicated to steadfastly digitising 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.”

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