All-Female Call Center Opened in UAE - Building Gender Balanced Business

“Even though more and more nationals are being educated, many are not necessarily choosing fields of study in demand. There’s a disconnect between what programs are pursued and positions that are sought after by the nationals.” — Richard Ethington, associate director of the Higher Education Coordinating Council in Abu Dhabi

COLLEGE IS POPULAR WITH UAE WOMEN

• More women (at some universities, twice as many) in the UAE attend college than men
• Postsecondary education is free for Emirati nationals
• University offers women an opportunity to socialize outside their homes

However, these women graduate with few prospects, teaching being one of the few professions open to them. Many of the call center’s applicants have degrees, yet no job experience.

“They graduated and they have the master’s degree, but do they understand the work environment? Do they understand hierarchy? No, they know theories. So they come to the call center and they are shocked.” — Iman al Marzouti, Etihad human resources manager

Class traditions have created a challenge for some call center workers who are not used to serving. Being encouraged to think of customers as guests rather than customers helps many of them, who are steeped in the ways of Emirati hospitality.

“If you think about the callers as guests, you focus on your guest. We treat him with very high respect. We’re not serving, he is our guest.” — Dhabia Alqamzi, a 25-year-old call center worker and mother of three

Given the success of the call center, Etihad Airways is planning to move other departments to Al Ain, opening up further opportunities for advancement for these Emirati women.

Read the full New York Times article here