Our Customers

The main customer communication channels include social media platforms, email, SMS, and the call centre. In 2024, the primary topics communicated focused on account recharging, tag purchases, buying Salik shares, technical support, and CSR‑related updates.

The Company’s ongoing efforts resulted in an impressive 92% customer satisfaction rate. The Net Promoter Score (NPS) reached 70 in 2024. Salik has set a goal to increase it to 80 by 2028. This improvement is planned as a gradual, consistent increase of two points per year until 2027, followed by a four‑point rise between 2027 and 2028.

The Company has implemented a Service Level Agreement (SLA) of 24 hours to respond to all customer complaints, with most cases being resolved within an hour. An internal task force oversees the complaint management process daily, utilising predefined responses to address customer concerns and ensure prompt resolution efficiently.

More than 95% of the Company’s revenue is generated online. Salik earns revenue each time a vehicle passes under a toll gate, with the toll fee deducted from the online Salik account (referred to as toll usage revenue). If there is insufficient balance or the vehicle is unregistered, a penalty is imposed on the vehicle licence (processed online), contributing to Salik’s fines and penalties revenue. Consequently, more than 95% of the company’s revenue is online.

Driven by a strong sense of corporate social responsibility, Salik provides toll exemptions for vehicles used by charities, schools, People of Determination, ambulances, and other public services. To apply for an exemption, qualified persons or organisations may visit a Customer Happiness Centre, use the website, or contact the 24‑hour Salik self‑service. In 2024, free‑of‑charge trips through Salik’s ten toll gates increased by 8.9%, reaching 8.8 million trips. Additionally, People of Determination are exempted from Dubai Mall Parking fees.

Salik plans to enhance its corporate social responsibility initiatives by forming strategic partnerships with non‑governmental organisations (NGOs), with a goal to establish five partnerships by 2028. Additionally, Salik plans to collaborate with CSR‑focused companies to increase its community initiatives, aiming to roll out more CSR activities each quarter, reinforcing its commitment to social impact.

Data privacy

Salik is dedicated to upholding the privacy of its customers and ensuring compliance with all applicable laws and regulations. The Company is committed to safeguarding personal information by processing it fairly, lawfully, and securely.

Salik has established an Information Security Steering Committee to oversee governance across its operations, including cybersecurity and data privacy. The Information Security Policy and Personal Data Protection Policy provide the overall framework for managing related risks, with additional oversight at the Board of Directors’ level through the Audit Committee. Salik is preparing for ISO 27001 certification, expected in 2025.

The Personal Data Protection Policy governs the handling of all personal data, including customer data. Additionally, Salik has developed a comprehensive Privacy Policy outlining how customer data is collected, stored, utilised, protected, and shared. The policy also provides detailed information about customers’ rights regarding their personal information and the procedures for raising complaints, reinforcing Salik’s transparency and accountability in data management.

In 2024, Salik maintained an exemplary record, with zero customer complaints related to privacy breaches, continuing its flawless performance from 2023. The Company also upheld strong data security standards, reporting no breaches for the second consecutive year. This achievement highlights a comprehensive approach to data protection, with no data leaks, thefts, or losses of customer information.

As part of its commitment to data security, Salik requires 100% of its employees to undergo data security training, equipping them with the knowledge and skills to uphold the highest privacy and protection standards. As an additional measure, the Company integrates data privacy metrics into executive compensation as a critical area of focus. The variable remuneration for C‑level executives incorporates a percentage linked to data privacy initiatives and compliance.

Looking ahead, Salik has set clear objectives to reinforce its data security framework. From 2025 to 2028, the Company aims to sustain its record of zero data leaks or losses caused by cyberattacks, reaffirming its dedication to safeguarding its data resources and ensuring customer privacy remains a top priority.