RTA Launches Next-Generation 360 Services Policy To Enhance Customer Experience In Dubai

Dubai's Roads and Transport Authority (RTA) has unveiled its latest initiative, the 360 Services Policy. This policy is designed to improve customer interactions by offering digital services that are integrated and proactive, eliminating the need for physical visits. As part of its digital transformation, RTA is transitioning to self-service models, allowing users to access services through platforms like the "Dubai Now" app.

Mattar Al Tayer, Director General and Chairman of RTA's Board of Executive Directors, highlighted the authority's dedication to creating a smart service ecosystem that meets modern customer needs. This initiative aligns with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum to enhance Dubai's quality of life and establish it as the smartest city globally.

The development of this policy is attributed to the guidance of H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum. Al Tayer pointed out RTA’s focus on using smart technologies to improve services and customer satisfaction. Consequently, RTA has transformed its offerings into innovative solutions accessible via various digital platforms.

Al Tayer stated: "RTA has completed Phase II of the ‘360 Services Policy,’ through which driver and vehicle licensing services had been transformed into fully digital, proactive, and integrated services. This phase, which accounts for 40% of RTA’s total services, has enhanced service efficiency, improved the customer experience, and raised the customer happiness index to 98.9%."

The second phase resulted in a 96% improvement in service accessibility and zero waiting time for 82 services. It also eliminated in-person visit requirements for 63 services. Service process steps were reduced by 36%, while new digital options expanded availability by 61%. Digital adoption reached 96% in Q4 of 2024.

In 2024, RTA collaborated with 32 partners from both public and private sectors to achieve service integration. This collaboration enhanced 71 services that can now be accessed without prior requirements. The upcoming Phase III will further develop all RTA services to enhance customer experiences.

This ongoing effort aims to meet targeted customer happiness indicators by continuously improving service delivery through advanced technology integration.

With inputs from WAM