TRA’s ‘Erteqa’ to enhance customer service quality

Dubai / Emirates Business

The Telecommunications Regulatory Authority (TRA) launched on Thursday ‘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 HH 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.
HE 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 HH 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 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,” HE Al Mansoori added.
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.”
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.”
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.