Case Study

Design, build, operate and manage a state of the art facility for the RTA 8009090 unified contact center

Situation Overview

  • The Roads & Transport Authority (RTA) is the government entity responsible for, among other things, the entire physical infrastructure of Dubai
  • Dubai is one of the fastest growing cities in the world, which puts a significant strain on its transportation network consisting of a metro system, taxi/bus services and water transportation
  • At the heart of this system is a unified contact center run through a single telephone number 8009090 for all questions related to public transportation
  • In 2007, RTA management realized that their existing call center could not successfully handle the large and steadily growing volume of calls and sought an alternative solution
  • RTA, which is known for its culture of providing the highest standards of customer’s satisfaction, engaged Cupola to match these ambitions and deliver a scalable world-class solution


  • Provide a scalable contact center solution in a rapid growth environment
  • Aggressive schedule: the contact center to be functional and staffed in five months and ready to meet service level agreements (SLAs) two months after that
  • Massive call volumes and decentralized nature of the existing contact center services for RTA’s many different service units required designing a comprehensive telephony infrastructure
  • Extensive staffing and workforce management requirements to ensure that the rigorous quality standards proposed by the Office of HH Sheikh Hamdan are consistently exceeded

Cupola Approach (Consulting)

  • Based on our two decades of experience of contact center operations and consulting, Cupola advised RTA on designing a new contact center with world-class capabilities to manage multi-channel interactions for consolidated services across the organization
  • Consolidation: We supported a unified contact center solution to improve the customer experience and address inefficiencies from the existing setup of dispersed contact center locations and services
  • Technology: We worked with partners to leverage technological advances in communication convergence and unification, voice, speech, self service and the internet

Cupola Approach (Implementation)

  • Cupola designed and developed all operational and managerial requirements including: detailed operational processes, selection of staff and quality monitoring models
  • We recruited and trained 300+ multi-lingual individuals for various managerial and CSR positions
  • We designed a comprehensive telephony infrastructure
  • We used real-time reporting tools and sophisticated staffing systems for resource planning
  • We added a range of customer focused services to RTA’s existing CRM tool, including complaint management, end to end customer lifecycle and online self account management
  • We continue to work closely with the RTA team to manage day-to-day operations handling several thousands of calls per day and to iterate and optimize all contact center processes


  • Continuously delivering results ahead of schedule
  • Customer satisfaction improved by 50%
  • Abandoned call rate of <2% (industry average is ~7%)
  • Scalable technology: our solution already in place can scale to support 3,500 agents
  • Recognized as one of the best contact centers within the UAE multiple times by various industry bodies, including The Hamdan Bin Mohammed Award for Smart Government, Insights ME and International Quality & Productivity Centre (IQPC)