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du, from Emirates Integrated Telecommunications Company (EITC), was awarded the Telecommunications Regulatory Authority (TRA) 5 Star Gold Rating for its consistent innovation in contributing to the UAE happiness agenda.

du Customer Service Centre in Al Salam Tower achieved consistently high scores across the six criteria assessment. The 5 Star Gold Rating was commemorated at the du Customer Service Centre in the presence of His Excellency Hamad Obaid Al Mansoori, Director General of the TRA, and Osman Sultan, Chief Executive Officer of EITC.

Commenting on the award and its importance for the UAE, H.E. Hamad Obaid Al Mansoori, said: "Our strategies and business plans in the telecom sector focuses on customer happiness as the main key to achieve our goals derived from the supreme goals of the country. We are entering the new era of the Fourth Industrial Revolution, which is based on the quality of telecom and its ability to meet the requirements of the big data flow between machines and smart cities. And while working on ensuring a competitive and highly developed infrastructure, we work on ensuring the happiness of the sector's customers and improving it, taking into consideration the interests of all parties, as the UAE telecom sector is a strategic sector and serves as the nervous system of various development sectors such as health, education, security and others."

"A happy nation is one of the main goals of UAE Vision 2021, and our business philosophy is aligned with this. We continue to put customers at the core of everything we do, and are proud to be recognized for our innovations in the customer service domain. In line with our digital transformation efforts, we engage with customers across a number of touchpoints in addition to our brick and mortar centres, and our goals to achieve seamless integration between offline and online engagement is of paramount importance. We would like to extend our gratitude to the TRA for this honor," said Sultan Osman, Chief Executive officer at EITC.

In an ongoing effort to engage customers and meet their changing needs, du continues to update the retail experience across store locations around the region. These updates will eventually encompass all of du's customer interactions; including the online shop, social media channels, as well as face-to-face. du has 64 retail outlets within the UAE, and is expanding constantly to meet the needs of valued customers. In accordance with the TRA's "Erterqa" initiative, du's customer service centre was assessed based on six criteria including accessibility, facilities, customer interactions including the responsiveness to customer needs, as well as the mechanisms of products and services presentation, and the efficiency and effectiveness of the services provided.

In the past, du was recognised with the Best in Class Call Centre 26-100 Seats and Best Use of Call Centre Technology Awards at the second Middle East Call Centre Summit. The telco was also recognized for having the best Customer Experience Measurement and for its design and development of Customer Journey Maps at the Service Olympian Awards