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Roads & Transport Authority, Dubai

Salik Toll System Expansion – A Model of Tolling Success

Roads & Transport Authority, Dubai

Award Category: 
Toll Operations, Maintenance & Engineering
Award Year: 

The Road & Transport Authority (RTA) of Dubai receives the Toll Operations, Engineering and Maintenance Award for “Salik Toll System Expansion,” which recognizes RTA’s effort to revolutionize their Smart Salik app and online self-service system.

Project goals included: upgrading the Interactive Voice Response phone system – alleviating stress on the call center; revamping the website and Smart Salik app interface; a recharge by mobile and plate feature, thereby removing the frustration of forgotten PINs; a user portal with real time road and account information including pending and unpaid tolls; better integration across platforms and with smart device features such as fingerprint login on the app, back-end stability improvements, and a marketing campaign to educate customers on the changes.

Perhaps most impressive is RTA’s commitment to flexibility both now and in the future. Accounts can be recharged with cash at over 9,000 locations across Dubai, including at ATMs and through vouchers redeemed via SMS, the Smart Salik app, and the website. The redesigned back-end of the Salik network allows for advanced data analysis of user trends so RTA can stay ahead of the curve and remain proactive in meeting the needs of customers for years to come.

Results of the redesigned system are excellent across the board. Operational costs have fallen, call center calls have decreased 30%. Calls to retrieve forgotten PINs have almost been halved. Self-service transactions exceed 90 percent, well beyond the 80 percent government goal. Mobile adoption exceeds the 25 percent goal. In line with the Dubai Government’s Happiness strategy – to make Dubai the happiest city on earth –  the system’s happiness rating has risen from 73.2% to 93.2% following the launch of the renovated app and website.