The Roads and Transport Authority (RTA) in Dubai has reopened its Customer Happiness Centres in Umm Ramool and Al Barsha after a comprehensive redevelopment to turn them into hybrid service hubs.
These centres now deliver fully automated services via digital platforms, complemented by service advisors.
Mattar Al Tayer, RTA’s Director General and Chairman of the Board of Executive Directors, emphasized the authority’s commitment to enhancing customer services through digital technology and AI.
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“Our efforts align with the vision of Sheikh Mohammed bin Rashid Al Maktoum, UAE’s Vice President, Prime Minister, and Ruler of Dubai, and Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai, aiming to transform Dubai into the world’s smartest city by meeting and exceeding customer expectations,” Al Tayer stated.
Services 360 Vision
He continued, “The transformation of the Customer Happiness Centres in Umm Ramool and Al Barsha into hybrid hubs is part of RTA’s strategy to evolve these centres into smart facilities, integrating modern design with sustainable concepts, in alignment with Dubai’s ‘Services 360’ vision.”
The redevelopment is set to redefine customer service by not just meeting needs but adding value.
“This initiative is crafted to match customer aspirations, providing flexibility, efficiency, and a seamless service experience with faster and more accurate processing,” he added.
Enhanced Customer Experience
During a visit to the Umm Ramool Centre, Al Tayer reviewed its facilities, designed to reflect the latest global standards in customer service, incorporating natural elements into the interior.
The design facilitates easy access to services, enabling quick transaction completion. It also provides support through dedicated advisors on private platforms.
The architecture emphasizes sustainability, offering a harmonious environment for services and functions, with unified service delivery channels.
Expanded Services
Al Tayer learned about the centre’s offerings, including smart kiosks, a website, applications, and service advisors. The redevelopment boosted service numbers from 72 to 97, enhancing operational efficiency. Consequently, transactions are expected to grow from 84,000 in 2024 to over 100,000 by year-end.
The 24/7 operation of the Umm Ramool Centre caters to over 1,350 customers monthly outside regular hours, with a 25% increase in customer numbers in Q2 2025 compared to Q1.
Concluding his visit, Al Tayer reiterated the importance of focusing on customer happiness and exceeding expectations as a top priority for all RTA staff.
Notably, in 2023, RTA transformed the Al Twar, Al Kifaf, and Al Manara centres into smart hubs, with plans to convert the Deira Centre into a hybrid facility by 2026.
