Road & Transport Authority (RTA) collaborates with LINK Development to enhance CRM services across Dubai

In a move to keep Dubai residents and visitors more abreast with latest information, news and events and to enable them with a swift response on all queries and suggestions related to commuting, LINK Development, a leading provider of integrated software solutions across the Middle-East, in association with RTA have introduced the second phase of RTA Customer Relationship Management (CRM) system.

Under this service, residents of the city will experience quality customer services which would encompass general enquiries, lost & found cases, and can follow up on the RTA website on their existing queries through a unique identification number. The second phase was rolled out with an aim to boost efficiency and provide a higher level of customer service. This phase will not only allow customers to share their suggestions, queries and complaints with RTA through their Facebook accounts, but will also assist RTA employees to align their marketing and event activities in a cost effective and timely efficient manner.

RTA recognized the widespread usage of social media and decided to reach its customers via the digital platform, and therefore RTA upgraded its existing CRM system from CRM 4 to CRM 2011 with all the new features provided by CRM 2011. The new implementation integrates with Facebook, through a new Facebook Application created by LINK Development for RTA. This application will allow the RTA customers to directly submit their suggestions, complaints, inquiries and other cases through their Facebook account. This application will increase RTA Customer Care department’s outreach through different channels provided (RTA Website, Facebook, Call Center), and is expected to reduce the operational cost of the Customer Care Call Center.

Based on Microsoft Dynamics CRM platform, the new RTA CRM system is fully implemented and customized by LINK Development with a focus on internal and external Customers requirements of RTA. Among the many advantages associated with the introduction of the second phase of the system is that it incorporates new modules to assist RTA departments in designing and commissioning an array of customer loyalty programs as well as other services which will leverage the current RTA CRM solution. The platform is a composite solution which consists of new modules and functions such as marketing and campaign management, events management, loyalty program, reporting modules and new integrations with RTA backend systems. The new modules will take care of all marketing planning activities and all tasks related to planning and budget management. It will also enable the authority to provide more effective, less time consuming and focused customer satisfaction attitude.

Commenting on the strong collaboration with LINK Development Abdullah Al Bastaki, Director of RTA’s Information Technology said; “We are very happy to be associated with LINK Development in the second phase which will lead RTA’s top management to have single repository for reporting and performance measures for various business functions. On a more consumer aspect, it will enable us to have a 360 degree view of every customer interaction and serve our customers much quicker. The upgraded CRM solution has made it easier for all the departments of RTA not only to manage customer queries and suggestions, but also by giving them on-screen case history while the representatives are talking to clients or agencies.”

Tarek El-Araby LINK Development Commercial Director concluded; “There’s an increased demand for CRM technology from government agencies as they look for cost-effective ways to modernize and transform their operations. We develop solutions which can help government agencies and companies identify valuable customers and understand the factors that affect customer behavior, using them to create and sustain loyalty. This solution will help RTA achieve immediate operational efficiencies and effectiveness, and also ensure it can meet Dubai’s strategic transportation challenges of the future.”