Dubai RTA Reopens Hybrid Customer Happiness Centres

Dubai’s Roads and Transport Authority (RTA) has once again opened its Customer Happiness Centres in Umm Ramool and Al Barsha after giving them a major upgrade. The centres have been redesigned and modernized to match Dubai’s vision of becoming a smart city, where people can enjoy faster, easier, and friendlier government services.

This step is part of a larger plan by the RTA to support the UAE Digital Government Strategy and Dubai Government’s “Services 360” vision, which aims to provide smooth and advanced services for everyone.

A New Style of Service

The redeveloped centres are now called hybrid centres. This means they provide a mix of fully automated services through smart devices and personal assistance through trained service advisors. Customers can choose to complete their transactions using self-service digital kiosks or get help from an advisor who is dedicated to guiding specific groups, such as senior citizens, people of determination, or families.

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By bringing together digital tools and human support, the RTA hopes to make visiting these centres a more comfortable, faster, and happier experience for everyone.

Strong Commitment to Innovation

His Excellency Mattar Al Tayer, the Director General and Chairman of the Board of Executive Directors of RTA, highlighted that the redevelopment is a sign of RTA’s continuous efforts to make services better. He explained that RTA is focusing on using artificial intelligence and the latest digital technologies to improve the customer journey and to encourage more people to use smart channels.

He also mentioned that these efforts are guided by the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister of the UAE, and Ruler of Dubai, as well as His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council. Both leaders want Dubai to become the world’s smartest city where services are quick, easy, and exceed the expectations of residents and visitors alike.

A Step Towards Smarter Government Services

Mr. Al Tayer further explained that turning Umm Ramool and Al Barsha centres into hybrid ones is just the beginning. RTA has a full plan to transform all of its Customer Happiness Centres into smart hubs that combine modern design with sustainability.

This is not only about making services faster but also about adding real value to the customer experience. Dubai wants to move beyond simply offering services. The goal is to create a system that delights people, saves them time, and reflects Dubai’s image as a global leader in smart and digital services.

Inspired by Nature and Sustainability

When visitors enter the redeveloped centres, they will notice a refreshing atmosphere. The interior designs have been inspired by natural elements to create a calm and friendly environment. This focus on design is not just about looks—it helps people feel more comfortable while completing their transactions.

The new designs also reflect sustainable architecture. The centres have been built in a way that balances function, beauty, and efficiency. This means customers enjoy a pleasant experience, and at the same time, the RTA saves resources and improves operations.

Another major change is that all service channels have been unified and designed to be accessible to everyone. Whether a person prefers digital screens, smart kiosks, or personal service desks, the entire journey feels smooth and connected. Inclusivity has been placed at the heart of the design, ensuring that no group is left behind.

More Services and Faster Processing

During his visit to the Umm Ramool centre, Mr. Al Tayer was shown the different facilities and services. These include:

• Smart kiosks for self-service transactions

• Smartphone applications for quick access

• Dedicated service advisors for guidance

• The RTA website for online processing

The number of services provided at these centres has also gone up. Earlier, customers could access 72 services, but now the list has been expanded to 97. This means people can complete more tasks under one roof.

Because of these upgrades, the number of transactions is expected to rise sharply. In 2024, the centre processed around 84,000 transactions. With the new facilities, this figure is expected to cross 100,000 transactions by the end of 2025.

24/7 Services at Umm Ramool

One of the most impressive features is that the Umm Ramool Customer Happiness Centre now operates 24 hours a day, seven days a week. This means that even outside regular office hours, people can still complete their transactions.

On average, more than 1,350 customers each month have used the centre after normal working hours. This shows how useful it is for people who are busy during the day.

The popularity of the centre has also grown. In the second quarter of 2025, the number of customers increased by more than 25% compared to the first quarter. This proves that the new system is being welcomed by the public.

RTA’s Larger Journey

Mr. Al Tayer ended his visit by reminding all RTA employees that customer happiness should always remain the top priority. Exceeding customer expectations, he said, is at the heart of RTA’s mission.

It is important to note that this is not the first time RTA has transformed its centres. Back in 2023, the Customer Happiness Centres in Al Twar, Al Kifaf, and Al Manara were successfully converted into smart centres. By 2026, the Deira Customer Happiness Centre will also become a hybrid hub, continuing this journey of transformation.

What This Means for Dubai Residents and Visitors

The reopening of these hybrid centres shows how seriously Dubai takes the happiness of its residents and visitors. Instead of making people wait in long queues or deal with complicated processes, RTA has created a system that is faster, friendlier, and more flexible.

The new centres combine digital speed with human warmth. Customers who prefer technology can use self-service kiosks or apps, while those who want guidance can sit with a service advisor in private, comfortable areas. The atmosphere, inspired by nature, makes the whole process less stressful and more enjoyable.

Most importantly, the centres now work around the clock, showing RTA’s commitment to customer convenience. The expanded services mean people can get more done in one visit, saving them time and effort.

The redevelopment of Umm Ramool and Al Barsha centres is a strong step towards Dubai’s vision of becoming the smartest city in the world. By blending technology, sustainability, and customer care, RTA is setting a new global standard for public service delivery.

As Dubai continues to move forward, more centres will be upgraded, and more services will be digitized. For residents, this means life will become easier and more convenient. For visitors, it shows that Dubai is not only a global tourist destination but also a leader in innovation and customer care.