The du Fujairah contact center has opened as a dedicated customer experience hub, operated entirely by Emirati women. The facility strengthens du’s localisation strategy and community engagement. It brings culturally aligned service closer to Emirati customers, supported by digital tools and secure operations.
Senior leaders and government dignitaries attended the inauguration, signalling alignment with national talent priorities and service excellence.
du continues to invest in cloud, AI, fibre and 5G to enhance CX, while embedding stronger security across its operations.
du Fujairah contact center: What You Need to Know
- A women-led facility serving Emirati customers with culturally aligned support and a digital-first service model.
Recommended tools for secure, high-performing contact centres
- CloudTalk: Modern cloud telephony for scalable contact centre operations and call analytics.
- KrispCall: Virtual business numbers, call recording and multi country routing for CX teams.
- Zonka Feedback: Real time CSAT, NPS and VoC to improve customer journeys across channels.
- Bitdefender: Endpoint protection and threat prevention to safeguard service desks.
- 1Password: Enterprise password management to reduce credential risk in support teams.
- EasyDMARC: Email authentication, DMARC reporting and anti spoofing for trusted communications.
- Auvik: Automated network monitoring that keeps branch and contact centre networks visible.
- IDrive: Cloud backup and recovery to protect critical customer interaction data.
Inside the du Fujairah contact center
The du Fujairah contact center is a revitalised hub built for innovation, agility and service quality.
Operated exclusively by Emirati women, it focuses on personalised support for Emirati customers and places cultural understanding at the forefront of CX delivery.
Fahad Al Hassawi, CEO of du, said, “Our Fujairah Contact Center reflects belief in the potential of Emirati talent and our commitment to meaningful opportunities for UAE Nationals.
It delivers culturally attuned, high-quality service while strengthening partnerships with the local community.”
A facility dedicated to Emirati customers
The du Fujairah contact center aims to improve accessibility, personalisation and trust. The model prioritises community relevance and aligns service with customer expectations across the UAE.
This approach complements wider regional investments in customer platforms such as the Arabic AI customer experience platform launched by Salam.
Leadership presence and community ties
The opening brought together du executives with government representatives, including H.E. Mohammed bin Saqr Al Nuaimi and H.E. Dr. Ahmad Hasan Al Murshidi.
Their presence underscored the role of the du Fujairah contact center in serving Emirati communities and national programmes.
Designed for culturally aligned service
Positioned as a flagship for CX excellence, the du Fujairah contact center blends professional standards with cultural fluency.
The team builds rapport through shared context and language, helping resolve issues quickly and with empathy.
Emiratisation and national talent development
The reopening marks progress on Emiratisation du telecom UAE goals by expanding high-value roles for UAE Nationals in CX.
The du Fujairah contact center embeds national expertise in daily operations and aligns training with long-term careers.
The facility also highlights Emirati women contact center jobs, showing how CX careers can combine professional development and social impact for women across the UAE.
Emirati women at the heart of CX
Exclusively staffed by Emirati women, the du Fujairah contact center demonstrates a sustainable talent pipeline with clear growth paths.
Structured coaching and performance metrics support consistency and service quality.
Digital customer experience and security considerations
Du Fujairah continues to invest in fibre and 5G, cloud platforms, AI-driven analytics, and IoT to enhance digital CX. The strategy supports omnichannel engagement and real-time insights.
It aligns with broader telecom trends across the region and Africa, including investment in next-generation connectivity and secure digital transformation.
Why cybersecurity matters to telco contact centres
Telecom operators face evolving cyber risks that threaten networks and customer trust. Sector analysis points to both 5G cybersecurity risks and opportunities and ongoing telecom-focused cyber espionage.
Best practice guidance for mobile and cloud ecosystems, such as mobile security frameworks, supports stronger protection around digital CX operations.
The du Fujairah contact center benefits from du’s analytics and security stack, designed to protect customer data and service availability.
This mirrors wider guidance on email and identity hygiene seen in coverage of phishing and compromised passwords.
Implications for customers and the UAE
Advantages:
The du Fujairah contact center delivers culturally aligned service for Emirati customers, supports national employment for Emirati women, and embeds CX close to local communities.
It serves as a model for customer-centric design that builds trust and responsiveness.
Considerations:
Expanding this exclusive model across more locations will require sustained recruitment and continuous training to maintain standards.
As a digital-first operation, the centre must keep investing in cybersecurity and data protection to preserve resilience and customer confidence.
Boost CX performance and protect your contact centre
- CloudTalk: Advanced routing, call centre analytics and CRM integrations.
- Optery: Reduce agent identity exposure by removing personal data from the web.
- Tenable Vulnerability Management: Continuous risk visibility across distributed environments.
- Passpack: Shared credentials for teams with audit trails and access control.
Conclusion
The du Fujairah contact center advances du’s CX strategy through community-rooted service and a women-led workforce. It brings cultural fluency and digital capability into one operating model.
The facility supports Emiratisation du telecom UAE objectives by expanding national roles, developing skills, and strengthening local partnerships. Leadership presence at the launch reflects long-term commitment.
With investment in fibre and 5G, cloud, analytics and security, the du Fujairah contact center offers a scalable blueprint for secure, customer-centric telecom operations.
Questions Worth Answering
Who will the du Fujairah contact center serve?
- It focuses on Emirati customers, providing culturally aligned support from an all-Emirati women team.
Who attended the inauguration?
- du CEO Fahad Al Hassawi, company executives, and government dignitaries, including H.E. Mohammed bin Saqr Al Nuaimi and H.E. Dr. Ahmad Hasan Al Murshidi.
How does the centre support Emiratisation?
- It creates skilled roles for UAE Nationals in CX, aligning with Emiratisation du telecom UAE goals and building national expertise.
What makes the centre a flagship?
- A focus on Emirati customers, a women-led workforce, and a redesigned environment for innovation and service excellence.
What technologies underpin du’s digital CX?
- Investments include fibre and 5G, cloud platforms, AI-driven analytics, cybersecurity, and IoT integration.
Will cybersecurity be a focus?
- Yes. Telecoms face persistent cyber threats, so ongoing security investment is essential to protect networks and customer data.
Why Fujairah?
- The location strengthens community links and improves accessibility for Emirati customers, aligned with national priorities.
About du Fujairah
du is a UAE telecom and digital services company that provides mobile, fixed, broadband, entertainment, and fintech solutions. Its operating model is digital first across services.
Powered by fibre and 5G, du delivers solutions that combine cloud, AI-driven analytics, cybersecurity, and IoT for consumers and enterprises.
The company collaborates with partners to drive the UAE’s digital transformation and a more connected regional economy.
About Fahad Al Hassawi
Fahad Al Hassawi is the Chief Executive Officer of du and leads its customer experience strategy and talent agenda.
He presided over the opening of the du Fujairah contact center with company leaders and government dignitaries.
His remarks highlighted confidence in Emirati talent, culturally aligned service and deeper community partnerships.
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