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RTA Call Centre, Salik Centre scoop two ‘Best Middle East Call Centre Awards’

Al Tayer receiving Salik Call Centre Award.
Al Tayer receiving Salik Call Centre Award.

The RTA Main Call Centre (8009090) won the Best Government Call Centre Award in the Middle East, and the Call Centre dedicated to the Toll Gate System, Salik, 800-SALIK (72545) won the Best Medium Call Centre Award in the Middle East.

The two awards were accepted by H.E. Mattar Al Tayer, Chairman of the Board and Executive Director of the RTA, upon receiving H.E. Dominick Keenaghan, President of INSIGHTS, in the presence of RTA Board Member and Chairperson of Customers Council Mohammed Obaid Al Mulla, CEO of Corporate Administrative Support Services Sector Yousef Al Rida, Acting CEO of Traffic and Roads Agency Nabeel Mohammed Salih, and several directors of the RTA.

Al Tayer exuded his pleasure with this achievement which echoed the steps taken by the RTA to translate the directives of HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, relayed to the heads and directors of local authorities and departments last May, to improve the calibre of customer service offering without resting on laurels.

He also mentioned that winning these awards by the RTA reflected its commitment to sort out suitable customer service solutions aligned with the highest international practices of Call Centres industry.

“The RTA is keen on diversifying the channels of delivering customer services highlighted by modern communication technologies, and online services. For this purpose, the RTA has chalked out an integrated strategy for converting service delivery format to the electronic mode in keeping with the vision and drive of the Dubai e-Government. The RTA assigns paramount importance to customers, and works tirelessly to simplify procedures and improve the level of services rendered to customers,” added Al Tayer.

The RTA has recently introduced several changes in the scope of services delivered to clients where the Main Call Centre has been transformed from a channel for merely responding to inquiries of callers and furnishing them with information, to an advanced operations and customer service delivery point.

This is epitomized in the launch of services pertinent to the renewal of vehicles registration, driver licenses, and the payment of traffic fines through a telephone contact with the Call Centre (800 9090); which is the first service of its type in the Middle East.

Now customers can process their transactions related to the renewal of vehicle registration or driver licenses as well as payment of fines through four channels namely; RTA website, Customer Service Centres spread all over Dubai Emirate, approved insurers, and recently through a telephone contact to the Call Centre.

“RTA Main Call Centre responds to customer inquiries as regards the services offered by the RTA which exceed 150 services. The centre is manned by about 94 employees who speak multiple languages and are being trained and qualified on how to offer the best customer service experience. The Centre has picked up 1.69 calls last year and the number of calls made in the first quarter of this year is more than 428 thousand calls,” he continued.

Salik Centre
“RTA Call Centre designated for the toll gates system branded as Salik 800-SALIK (72545) is one of 36 Centres managed by TransCore Co. worldwide. The Centre offers a host of services including the selling of Salik tags, activating Salik cards, sending SMS notifications, and recharging Salik accounts through the Call Centre, banks or Salik portal (

Salik Call Centre is operated by 60 employees hailing from more than 20 nationalities who speak more than 10 languages, and are supervised by 6 team heads. Last year, the Centre received about 1.078 calls, and the number of calls received over the first five months of this year clocked 345 thousand calls.

“Salik tags are sold through multiple outlets including EPCO, ENOC, Emarat and ADNOC fuel stations as well as the Dubai Islamic Bank, and RTA Customer Service Centres (fleets only). Salik top-up cards are sold by EPCO, ENOC, Emarat and ADNOC petrol stations as well as the Dubai Islamic Bank, RTA Customer Service Centres and Carrefour,” elaborated Al Tayer.

Dominick Keenaghan, President of INSIGHTS, said, “Companies operating in the region place much emphasis on adopting technological and customer-enteric service options given the rapidly growing customer expectations.”

Commenting on his Company, Keenaghan said, “The Company boasts 16 years of experience in serving Call Centres in the region, and is the recipient of international accreditations by renowned entities of the industry. INSIGHTS offers training programs for employees of the Call Centres delivered in Arabic and English, besides offering consultancy and professional services for the Call Centres.”

Yousef Al Rida, CEO of RTA Corporate Administrative Support Service Sector, said, “The RTA is making expeditious efforts to strike a strategic harmony that goes side by side with the operational aspects. We appreciate the importance of founding all decisions on a specific strategic model and sound practices with a variety values in dealing with customers. RTA work team has made considerable efforts in understanding and applying the strategic variations and is working hard to adopt strategies that are diverse but consistent with the operations.”

“RTA Main Call Centre (8009090) is a prominent landmark of the RTA and reflects the huge challenge of striking a balance between operation and commitment to quality. We are therefore striving to ensure the integration of all work fields from a strategic perspective, while remaining keen on uplifting the efficiency, productivity and quality standards,” added Al Rida in a final comment.

– RTA Main Call Centre (8009090) won the Best New Call Centre in the Middle East in 2009.
– The Centre also won the Best Call Centre at the Government level.

– In 2008, Salik Centre scooped the Best New Call Centre Award.
– In 2011, Salik Centre was accredited with the Best Small Call Centre Award.
– In 2012, Salik Centre won the Best Medium Call Centre Award.


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