TRA launches ‘Erteqa’ to enhance customer service

New TRA initiative aims to boost customer’s happiness in Etisalat and du service centres

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TRA launches ‘Erteqa’ to enhance customer service  H.E. Al Mansoori expressed his appreciation to the federal agency's partners for their positive response to the initiative
By  Aasha Bodhani Published  June 23, 2016

The Telecommunications Regulatory Authority (TRA) has unveiled ‘Ertequa', a new initiative which aims to increase the level of customer services across the UAE's telecoms sector.

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. The project falls under a wider initiative called ‘Esaad', which was launched subsequently by the federal entity.

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.

‘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 centre's facilities, prominent display of products and services, as well their innovativeness.

H.E. Hamad Obaid Al Mansoori, director general of the TRA, said: "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 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 analysing customer requirements and expectations through discussions and meetings with them, and listening to their opinions and working on them.

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.

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 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."

"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," Al Abdooli explained.

Osman Sultan du's CEO added: "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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