RTA to tap customers' emotions via social media to further enhance its services

Gulf Today, Staff Reporter

Dubai’s Roads and Transport Authority (RTA) in its bid to raise the satisfaction and happiness levels of customers has come with a unique idea of analysing their emotions via social media.

The move aims to analyse customers’ emotions to get a better perception of their feedback and suggestions.

The process using big data and natural language techniques will provide appropriate solutions and serve customer needs.

The initiative will help RTA to identify the best approach to serve the needs of various customers and raise their satisfaction and happiness rating.

RTA is tapping into its rich stock of big data and advanced technology characterised by high speed and a variety of sources.

They include RTA apps and data received from external sources and sensors that read and analyse the huge data available at various RTA locations.

The process records customer comments received via social media in text form.

The text is then processed through Natural Language Processing methods to identify customer needs.

The result of this analysis enables RTA to improve its services by using social media content captured under specific keywords.

Emotions scores are then collected from relevant posts per topic and geographical locations.
By using a big data platform and analysing emotions, RTA can capture and analyse information from social networking sites, such as customer notes and comments as well as information related to the public transport systems.

Emotions analysis use case also aims to provide a platform for analysing emotions and understanding customer complaints.

This will help to identify areas and services that need to be improved, opportunities for new products and services, and the existing problems to be addressed.