Happy Alphabet

Frustrated customers. Something that all call centers have to deal with. Etisalat the region’s biggest telco approached us to find ways to help customers in the best way possible. We found out that our call center operators were still using the outdated phonetic alphabet when talking to customers. So we decided to launch a new Aphabet. We teamed up with a team of psychologists and linguists to select new words that could give positive reinforcement to our customers when we talk to them through our call centers. In 2019, the UAE year of Tolerance, on International Happiness Day, March 20th, we ran a competition on radio and social media to gave the people of the UAE a chance to pick the winning words that would make up the Happy Alphabet. A brand new phonetic alphabet composed entirely of positive words to communicate with our customers that include over 200 nationalities. Alpha became Amazing Charlie became Celebrate Zulu became Zen And regionally inappropriate word Whisky became Wonderful..