The UAE's Telecommunications Regulatory Authority (TRA) awarded a Dubai-based Etisalat service center the first gold ranking for its outstanding customer service feedback under the TRA's Erteqaa Program. The service center - located on Sheikh Zayed Road near FAB metro station - is the only telecom service center in the UAE to receive five gold stars.

The Erteqaa Program by the TRA ranks and assesses telecom service centers in terms of how satisfying the customer journey is. The methodology assesses six main criteria in the customer journey and each service center is ranked according to the results that they receive. The initiative aims to improve the telecom service centers in the UAE.

Eng. Saif Bin Ghelaita, Executive Director of Technology Development Affairs, TRA, said the process of ranking the service centers involves mystery shoppers, as well as general customer feedback. The service centers don't know how many mystery shoppers they will get - multiple mystery shoppers will come at different times to assess and provide feedback.

"This service center has achieved the highest ranking in the first iteration," Eng. Ghelaita told Telecom Review. "Under the Erteqaa Program, service centers are assessed and can be reassessed upon request by the service provider. This service center has achieved the highest ranking in the UAE out of all service centers operated by telecom providers. Today we are congratulating them."

Eng. Ghelaita stressed the importance of training staff and teamwork. During the announcement, he presented awards to some of the service center's employees who "are the real heroes" of the facility. "The TRA is recognizing them, the individuals, and the service center manager, with a token of appreciation, to remember that this is the first service center in the UAE to achieve the highest ranking," he said.

Customers ranked the service center as more satisfying than other service centers, Ghelaita confirmed. "The mystery shopper results were higher than other service centers," he said. "This is one of the flagships of Etisalat - it is open 24 hours, so you can come at any time, and they stress a lot on training new recruits, equipping them with all the relevant information."

The Erteqaa Program was launched under the patronage of His Highness Sheikh Mansour Bin Zayed Al Nahyan, Deputy Prime Minister of the UAE and Minister of Presidential Affairs, to implement one of the TRA's strategic goals in achieving happiness for customers. The initiative evaluates telecom service centers to ensure they follow the quality standards set by the TRA, in collaboration with Etisalat and du.

'Erteqa' is one of the various programs being implemented by the TRA to achieve customers' happiness. It falls under the 'Esaad' initiative, which includes various activities launched by the TRA to "help attain people's happiness, following the directives of our nation's wise leadership that happiness is not only an image to maintain but an action to be implemented."