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Al Hamra Village Boosts Customer Satisfaction with New RAK-based Contact Centre

  • Powerful but Flexible IP Contact Center Implementation Supports Major Master-planned communityin the UAE
  • Al Hamra Village Delivers Customer Service Excellence with Altitude Software

PoweredAltitude_Jpeg_lower Altitude Software, a leader in unified customer interaction solutions, today announced that Al Hamra Village has powered its multimedia contact centre with the Altitude uCI suite to handle the fast-paced growth of Al Hamra’s Master-planned community across Ras al Khaimah (RAK). The solution has enabled Al Hamra to unify customer communications and provide user-friendly customer services with automated and live attendants serving year-round residents of the village, holiday home owners or tourists.

The Perfect Getaway to Ras Al Khaimah, UAE

Al Hamra Village is one of the most prestigious master-planned communities on the shores of the Arabian Gulf. It is located along stunning white washed beaches of Ras al Khaimah surrounded by a major golf course, Al Hamra Marina and Yacht Club, restaurants, cafes and shopping malls. This master-planned community is commonly known as the perfect getaway to Ras Al Khaimah in the United Arab Emirates. With plans to expand with new properties and venues, Al Hamra Village considers technology a key factor in helping it to maximise efficiency, differentiate itself on customer service excellence and ensure its continued success in RAK. “In its pursuit of customer service excellence, Al Hamra is consistently looking for ways to be more productive, more efficient, and improve business processes internally to boost customer satisfaction,’’ said Barry Ebrahimy, Head of Sales and Marketing at Al Hamra Group LLC.

The Business Challenge

Al Hamra Village receives several hundreds of calls and emails every day from year-round residents of the village, holiday home owners or tourists. Callers generally enquire about apartment bookings, maintenance payment details or ask for a technical intervention. There are also interactions from new contacts regarding the purchase of new property within the Master-planned community.

Townhouses-in-Al-Hamra-VillageProcessing these numerous inbound interactions from various channels had become a time consuming and error-prone process as there was no solution in place to unify and report on these channels. Also, most service requests had to be handled by the same person that received the request, which led to certain delays.

‘’we wanted to integrate the phone system and our SAP-based applications so as to boost contact centre efficiency and customer service levels. In addition, we wanted to add computer telephony integration (CTI) to help us increase productivity, optimize call processing and enhance the customer experience,’’ commented Barry Ebrahimy.

Powering ahead with Altitude

To achieve this goal, Al Hamra Village decided to implement a customer interaction management solution in its RAK-based contact centre. After evaluating several contact centre software vendors, the Altitude uCI suite was chosen based on its true multimedia blending capability, reliable SIP server software and out-of-the-box connectors for SAP.

‘’In addition to providing a single suite of integrated contact centre capabilities, Altitude also provides a local support presence across the United Arab Emirates. These points made Altitude a clear winner as it matches with our plans to expand our contact centre in other departments within Al Hamra group,” he added.

Altitude uCI is a robust, modular contact centre software suite that handles all customer interactions and unifies all touch points throughout the organization in an open, platform-independent solution, based on standards.

Improving customer satisfaction while boosting productivity

The Al Hamra contact centre has been designed for swift first-call resolution, shortening the time taken to arrange a booking or registering a service request and improving the professionalism of customer service agents.

The integration between Al Hamra’s SAP applications and the Altitude uCI suite enables agents to personalize customer interactions efficiently; and once residents’ preferences are entered or updated in the system, the information is effectively communicated group-wide.

Core modules within the IP-enabled Altitude uCI solution have been deployed to support Al Hamra’s customer service operations, including Altitude Voice, a voice management application that provides intelligent handling of inbound and outbound calls and seamlessly synchronizes relevant data with each call through CTI.

The system also enables Al Hamra to route, queue, and track inbound interactions intelligently and more efficiently. For instance, inbound calls, faxes or emails are directed to an appropriate Al Hamra agent with the right language, necessary skills and knowledge to assist and resolve Al Hamra Village resident’s queries.

“With the new system, we have managed to increase first call resolution, create consistency in our incoming call management and make our multimedia contact centre operations far more effective,” explained Barry. Thus, the quality of service at Al Hamra has improved significantly, with more than 92% of first call resolution rates. In addition, the average speed of answer – which defines the average time it takes to answer all telephone calls – has shortened from 18 seconds to 9 seconds just 3 weeks after the project go live in March 2013.

“We are very honoured to be selected by Al Hamra Village and we are looking forward to supporting the RAK-based master-planned community in its growth and customer service goals,” said Riadh Boukhris, Altitude Software MENA President. ‘’The Altitude IP Contact Centre suite provides the flexibility and scalability companies like Al Hamra need to enhance the quality of service and boost overall customer satisfaction.”

About Altitude Software
Altitude Software ( is the leader of unified customer interaction solutions, managing dynamic contact centers independently of platforms since 1993. With about 1100 customers in 80 countries, Altitude strives for customer satisfaction and is ISO 9001 certified for its worldwide support. Altitude Software has won 50+ industry awards. “Altitude uCI” (unified customer interaction) is a software suite that manages in real time enterprise functions like Customer Service, Help Desk, Collections, Telesales, Surveys, etc. It is unique in accelerating the creation of services and campaigns, thanks to the unified design studio, routing, dialler, voice portal, desktop front-end, monitoring and analytics.

Altitude Software Middle East & North Africa is located in Dubai Internet City, U.A.E, and is leading the multimedia contact centre market in those regions. Customers include National Bank of Abu Dhabi (UAE), The Etisalat Contact Center (UAE), Afro Asian Assistance (Bahrain), National Water Company (KSA), Abu Dhabi Islamic Bank (UAE), Procco (Bahrain), G4S (KSA), Toyota/AAB (Qatar), Al Jomaih (KSA), INET (KSA), Ahli United Bank (Bahrain), Pizza Hut (KSA), National Bank of Oman, Advancia (Tunisia), Gapcorp (UAE), Air Miles (UAE), and Yemen PTC.

Altitude Software can be reached at +971 4 391 8880 or emailed to

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