TRA organizes workshops to develop the “Customers Happiness Strategy”

Dubai: 05 April, 2016: The General Authority for Regulating the Telecommunications Sector (TRA) organized workshops aimed at developing the TRA’s Customers’ Happiness Strategy and was attended by representatives from all departments and divisions in the TRA. This strategy is one of the TRA’s key innovative initiatives within its efforts at prioritizing customers’ needs in all initiatives and development plans. The Customers Happiness Strategy is a pioneering initiative launched by the TRA to make significant strides towards achieving leadership and excellence in order to fulfill the directives of the UAE’s wise leadership and transform from customers’ satisfaction to customers’ happiness.

The workshop focused on the importance of uniting efforts of all sectors and service departments to achieve customers’ happiness in line with the directives of the country’s leadership in this regard, its efforts in areas of innovation and creativity. The workshop also addressed motivating all sectors and service departments to engage in the development of public services in accordance with government best practices and guidelines through adopting an applied action mechanism. Moreover, the workshop highlighted the importance of uniting all sectors and departments’ efforts in brainstorming and service development innovation labs. The discussions around aligning the Customers’ Happiness Strategy with the requirements of the “Mohammed bin Rashid Award for Excellence in Government Performance” and the “Emirates Government Service Excellence program” (star rating) gained remarkable interest from the audience given its importance in reinforcing the TRA’s profile and its leading position from the dealers’ perspective.

The workshop was inaugurated by H. E. Hamad Obaid Al Mansouri, TRA Director General who delivered a presentation on the TRA’s vital and strategic role in serving customers, satisfying their needs and supporting development and progress in the UAE in general. "The TRA oversees the UAE ICT sector which forms the backbone of economic and social development in the world today. We also manage a range of projects that serve as key pillars in the government’s work. For instance, we manage the UAE Federal Government Network (FEDnet) which acts as an incubator to the electronic and smart transformation. Moreover, we oversee a number of vital joint services and projects that support other government entities in their transformation towards smart government and smart cities,” H.E. said.

"This workshop comes in the framework of the UAE’s wise leadership's directives and strategies focused on putting the happiness of citizens at the forefront of its priorities. Based on this trend, we have developed main strategic pillars that include mainly establishing smart service centers, and implementing a direct interaction and communication mechanism with our customers like “Hadhreen”, in addition to improving and upgrading the Customer Service Charter and eventually forming a special innovation team dedicated to develop services which directly connected to Customer Service Section,” H.E. added.

"In order to put the key strategy components into action, an integrated committee was formed to follow up the progress achieved in developing and implementing the Customers Happiness Strategy. The committee comprises members from various departments and sectors in the TRA, It will develop procedures and policies directed towards achieving the key strategic goals including raising government awareness, boosting efficiency and effectiveness through adopting financial efficiency and productivity standards in project management, focusing on results, and promoting innovation in government services in order to attain a seven star service rating,” H.E. concluded.

The workshop participants developed a set of recommendations including reinforcing efforts to link Customers Happiness Strategy with the TRA’s strategy, analyzing the TRA’s internal and external environments and using them to design the key pillars of the Customers Happiness Strategy building on the comprehensive Customer Satisfaction Study conducted by the TRA and UAE Cabinet reports on developing centers and services. In addition, the participants reviewed the TRA’s future plans to include all criteria and initiatives aimed at enhancing positive environment at the workplace.