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du, from Emirates Integrated Telecommunications Company (EITC), has achieved a first for the Middle East telecommunications industry by becoming the first telco in the region to receive the Crystal Mark certification from the Plain English Campaign. This seal of excellence recognises du’s commitment to customers by providing clearer, simpler information in English across documents on all channels – such as those pertaining to Terms and Conditions and Service Level Agreements (SLAs).

In continuation of du’s customer experience improvement programmes, the Plain English Crystal Mark seal of approval – the only internationally recognised mark of its kind on clear communication – further reinforces the company’s commitment towards a better and transparent customer experience for its customers.

To date, du has worked hard to deliver thoughtful innovations such as the revamp of its mobile onboarding experience, overhauling its product cards at retail and online levels to display more clarity of charges and benefits through the “You Pay You Get initiative”, as well as improvements around simpler and clearer bills, and price predictability and comparison, to name a few.

‘Transparent, reliable communication’

Fahad AlHassawi, Deputy CEO- telco Services, EITC, said, “As a leading brand in the UAE, we recognise the important role we play in helping our customers easily understand our offers and services. This recent certification represents a major step forward for our industry as an innovative first for the region and reflects our commitment towards making us the people’s choice through simplicity and transparency.”

Chrissie Maher, OBE and Founder- Director, Plain English Campaign, said, “We are proud to acknowledge the first Plain English uptake within the Middle East Telecommunications sector. Organisations which have the Crystal Mark seal receive certification by acknowledging a need for crystal-clear communication. By adding du to this growing list, this shows the telco is committed towards delivering informative messaging to its consumer segments to get their point across in a simple, transparent and effective manner.”

‘Enhancing customer experience and satisfaction’

In line with du’s commitment to improving the customer experience, this latest certification is another milestone in the telco’s ambition to deliver simpler, clearer, and easier to understand communications to its customers.

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