Dubai's RTA reopens revamped Customer Happiness Centres

Dubai’s Roads and Transport Authority (RTA) has reopened its Customer Happiness Centres in Umm Ramool and Al Barsha following comprehensive redevelopment to transform them into hybrid centres.

The initiative forms part of the RTA’s integrated plan to expand digital service provision in line with the UAE Digital Government Strategy and Dubai Government’s “Services 360” vision.

The two centres now offer customers fully automated services through digital devices, alongside service advisors dedicated to specific beneficiary groups, thereby further enhancing customer happiness.

Mattar Al Tayer, Director General, Chairman of the Board of Executive Directors of Dubai’s Roads and Transport Authority (RTA), stressed the RTA’s commitment to continuously enhancing its customer services through the adoption of the latest digital technologies and artificial intelligence.

He emphasised RTA’s efforts to accelerate the shift towards digital channels by integrating digital technologies and AI to increase digital adoption rates, enhance customer experience, and meet evolving expectations.

He added, “Transforming the Customer Happiness Centres in Umm Ramool and Al Barsha into hybrid centres forms part of RTA’s plan to convert its Customer Happiness Centres into smart, hybrid facilities that combine modern design with sustainability concepts in line with the Dubai Government’s 'Services 360' vision.

"The redevelopment of the two centres aims to redefine the concept of customer service, moving beyond service provision to delivering added value that showcases Dubai’s position as a smart city and a global leader in government service delivery. The initiative is designed to align with customer aspirations, meet their needs with flexibility and efficiency, and offer a seamless and effective experience with faster and more accurate transaction processing. The project also reflects RTA’s commitment to supporting Dubai’s digital transformation journey and advancing the objectives of the UAE’s Digital Agenda, thereby reinforcing its global competitiveness.”

Customer Experience

During his visit to the Customer Happiness Centre in Umm Ramool, Al Tayer was briefed on the centre’s facilities, which have been designed in line with the latest global practices in customer service., which include smart kiosks, the website, smart applications, and service advisors.

The redevelopment increased the number of services offered at the centre from 72 to 97, while also enhancing operational efficiency. As a result, the number of transactions processed at the centre is expected to rise from 84,000 in 2024 to more than 100,000 by the end of this year.

The 24/7 operation of Umm Ramool Centre has served more than 1,350 customers per month outside regular working hours. Customer numbers at the centre grew by more than 25% in Q2 2025 compared with Q1 of the same year.

At the conclusion of the visit, Al Tayer reaffirmed the need to intensify efforts, placing customer happiness and exceeding expectations at the forefront of priorities for all RTA employees.