Dubai introduces cutting-edge Customer Satisfaction Hubs run by the Roads and Transport Authority

Dubai's Customer Happiness Centres Transform into Smart, Hybrid Facilities

In line with the Dubai Government's "Services 360" vision, the Roads and Transport Authority (RTA) in Dubai has reopened two of its Customer Happiness Centres in Umm Ramool and Al Barsha following a major redevelopment. The transformation is part of RTA's plan to convert its Customer Happiness Centres into smart, hybrid facilities, showcasing Dubai's position as a smart city and a global leader in government service delivery.

The redeveloped centres now offer 97 services, an increase from the previous 72. The design of the centres is inspired by natural elements to create a comfortable customer environment. Customers at the revamped centres can access fully automated services through digital devices, while service advisors continue to provide support tailored to specific beneficiary groups.

The Umm Ramool centre, which operates 24/7, currently serves over 1,350 customers per month outside regular hours. Customer numbers at the Umm Ramool centre increased by 25% in Q2 2025 compared with Q1. Transactions at these centres are projected to rise from 84,000 in 2024 to over 100,000 by the end of 2025.

The architecture of the redeveloped centres incorporates sustainable design. The streamlined digital and traditional service channels deliver a seamless customer journey, with the aim of redefining the concept of customer service, moving beyond service provision to delivering added value.

RTA is committed to adopting cutting-edge technologies, accelerating its shift towards digital channels by integrating artificial intelligence and digital platforms. By 2026, the Deira Customer Happiness Centre will also be transformed into a hybrid facility.

The hybrid centres are designed to combine digital innovation with personalised service. Easier access to services, immediate transaction completion, and personalised support from dedicated service advisors are now available at these centres. The initiative is part of RTA's strategy to expand digital service provision in line with the UAE Digital Government Strategy and Dubai Government's "Services 360" vision.

Al Tayer, the Director-General and Chairman of the Board of Executive Directors of the RTA, reaffirmed that customer happiness and exceeding expectations remain RTA's top priorities. The transformation of the Customer Happiness Centres forms part of RTA's plan to convert its Customer Happiness Centres into smart, hybrid facilities, enhancing customer experience and increasing adoption rates.

Dubai introduces cutting-edge Customer Satisfaction Hubs run by the Roads and Transport Authority