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RTA Uses Big Data To Analyse Customer Reviews, Needs
(5 February 2020)
The ultimate objective of the move is to achieve higher customer’s satisfaction rating and happiness


Roads and Transport Authority: Dubai’s Roads and Transport Authority (RTA) intends to use big data received through Customers Relations Management (CRM) system, Call Centre (8009090), website and digital media in screening customers’ reviews and trends related to RTA services on offer. The ultimate objective of the move is to achieve higher customer’s satisfaction rating and happiness.

In a meeting with directors at RTA’s Corporate Administrative Support Services Sector, His Excellency Mattar Mohammed Al Tayer, Director-General and Chairman of the Board of Executive Directors, stressed the importance of improving RTA services to customers. He called for simplifying procedures and reducing the time of processing RTA’s transactions to keep it at par with the top global practices.

Analysing customers’ reviews and trends is part of RTA’s digital strategy deliverables of using big data in improving customers’ satisfaction. In the initial phase, views and reviews received via the CRM system and Twitter account will be analysed and geographical sources will be identified. In a later stage, the process will cover demographic analysis and spread across all mass media channels.

The meeting reviewed the automation of customer needs (FICI) to enable RTA customers to obtain services customised to their needs and preferences and more accessibility. The system, the first of its kind among government entities, lists and analyses all data from different sources with the aim of leveraging customers service experience.

It requires a proactive understanding of customer needs and expectations along with the challenges they might face. It also requires identifying and carrying out improvements on existing services and channels of delivering services. RTA perceives the need to develop new service platforms that surpass customers’ expectations and add to their happiness.

During the gathering, a presentation on project design standards manual of RTA’s Buildings and Facilities Department aimed at standardise building facilities and utilities was made. Due consideration was given on highlighting RTA’s corporate identity in architectural designs of buildings.

The initiative aims to study and standardise the core elements of each technical project in accordance with the standard technical specifications and operational requirements. It also calls for studying and identifying the required areas for each element to ensure optimal utilisation of areas. The initiative compiles information relating to projects to use as a technical reference in verifying the optimal design and reviewing the architectural features besides reviewing the external details of buildings in terms of building materials, colours and engineering shapes.

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