HE Mattar Al Tayer, Director-General and Chairman of the Board of Executive Directors of Dubai’s Roads and Transport Authority (RTA) stressed RTA’s relentless efforts to innovate tools and techniques to leverage the smart transformation of customer services. Such efforts are in line with the Government’s drive to transform Dubai into a smart city contributing to people happiness by offering them world-class standards services.
He revealed that transactions processed through smart self-service machines saw an immense increase of as much as 324% between 2017 and 2018. Equally, transactions processed online (through the website and the smart app) and the call centre grew by 111% between 2016 and 2018.
Al Tayer made this statement during the launch of the I-Counter; a mini smart and integrated customer service centre, which can be easily relocated. It enables clients to make self-service transactions round-the-clock. The machine can process all transactions that can be availed via the Smart Kiosk, except for cash payment, and printout of transactions.
Services offered through the I-Counter include query, payment of traffic fines, licensing/renewing of vehicle registration, and issuing/renewing driver license. They also include issuing of replacement of a lost vehicle registration card, certificate of owning/not owning a vehicle, replacement of a lost driver license, insurance premium reimbursement certificate, and clearance certificate. In the near future, more services will be added, such as the refund of payments, and the top-up of nol cards/seasonal parking cards. It serves customers in five languages (Arabic, English, Malayalam, Urdu, and Chinese).
Al Tayer reviewed the future plan for the deployment of I-Counters. Four machines will be deployed at Umm Ramool customer happiness centre, three at Deira customer happiness centre, another three in Dubai Ferry, and similar number in the Smart Bus. In future, more machines will be deployed on board of 700 taxis. Machines will also be made available at customer happiness centres at Al Barsha and Al Tawar, centres of RTA service providers and some malls, to name few.
Al Tayer was briefed about the performance indicators of self-service machines. The number of transactions processed leapfrogged from 69,811 transactions in 2017 to 296,000 transactions in 2018, recording a massive growth rate of 324%. Vehicles licensing services accounted for 53% of total transactions processed by self-service machines, followed by driver services, which amounted to 21%. The remaining were shared between payments, queries, seasonal cards, collection and certificate issuing services.
He was also briefed about the smart channels, including the website, app and call centre (8009090). The number of transactions picked up from about 271,000 transactions in 2016 to about 572,000 transactions in 2018, recording a growth rate of 111% at a rate of 2000 transactions per day. Transactions delivered through approved delivery companies reached 1940 transactions per day, with a compliance rate of 99%.
Al Tayer reviewed the performance of RTA’s seven customer happiness centres during the first quarter of this year. The average service processing time was (1 minute - 39 seconds) at Al Manara Centre, (2 minutes - 27 seconds) at Deira Centre, (37 seconds) at Al Tawar Centre, and (2 minutes - one second) at Al Barsha Centre. The overall satisfaction rating of Customer Happiness Centres clocked 95%, and the Happiness index hit 98%.
Al Tayer also reviewed initiatives developed to enhance the customer experience, including upgrading the automated queuing system through reading the ID card details and sending a digital ticket to the customer's phone. An escalation process was also linked to the queuing system such that the Head of the Centre and Section Manager are notified in case of failure to achieve the targeted waiting and service delivery time.
He also reviewed the “Happiness Index – Face Reader,” which is built on artificial intelligence technology in measuring customer happiness by generating indexes in real time. Al Barsha Centre received 5-star rating, Umm Ramool and Deira Centres achieved a 4-star rating.
Al Tayer stressed RTA’s keenness to provide excellent services to customers through adopting smart transformation of services, simplifying transaction procedures, and shortening the service processing time at the highest international standards.
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