AGMC and MPC Open Customer Relations Centres in Al Dhaid to Boost UAE Service Delivery
AGMC and MPC launch customer relations centres in Al Dhaid to enhance omnichannel service, Emirati employment and regional healthcare and automotive support.
The Al Dhaid customer relations centres opened by the Al Bathaa Group will serve AGMC’s automotive operations and Modern Pharmaceutical LLC (MPC) in healthcare. The new centres in Al Dhaid are designed to centralise support, improve response times and deliver a consistent customer experience across multiple channels. This move underscores the group’s strategic focus on service quality and Emiratisation.
Royal inauguration and leadership attendance
The launch was attended by Their Highnesses Sheikh Salem bin Muhammad Al Qasimi and Sheikh Mohammed Al Qasimi, who presided over the opening alongside senior management from Al Bathaa Group. Also present were Dr. Hamid Haqbarwar, chief executive officer of AGMC, and Dr. Hisham Abdullah, chief executive officer of Modern Pharmaceutical LLC (MPC), together with other members of the group’s leadership team.
Officials highlighted the facilities as part of a broader investment in Sharjah’s service infrastructure and regional operational resilience. The presence of senior figures signalled the initiative’s importance to both local governance and the private sector’s contribution to national economic priorities.
Operations and brand coverage under AGMC and MPC
The AGMC contact centre will manage customer interactions for a wide portfolio of automotive brands including BMW, MINI, BMW Motorrad, Geely, Galaxy, Riddara, INEOS, Budget Rent a Car and Pitstop360. This consolidated approach aims to streamline enquiries related to sales, servicing and mobility solutions under a single customer relations hub.
MPC’s centre will coordinate a growing network of healthcare services, distribution and product availability across the UAE and the wider Middle East and North Africa region. MPC, established in 1969, continues to expand its role as a regional supplier of medical and consumer healthcare products, and the Al Dhaid base is intended to strengthen its market support capacity.
Omnichannel platform and technology deployment
Both centres are housed within the Al Dhaid Chamber of Commerce facility and are equipped to handle interactions via telephone, WhatsApp and social media platforms. The omnichannel setup is designed to provide a seamless customer journey and reduce resolution times for common queries and service requests.
AGMC’s operation alone is projected to handle between 200,000 and 300,000 interactions annually, reflecting the scale of customer touchpoints in a digital-first environment. The centres will deploy advanced contact centre software and AI-supported tools to improve routing, analytics and first-contact resolution rates without compromising human oversight.
Service standards and expected customer impact
By centralising contact functions, the group expects faster response times and more consistent service levels for both automotive and healthcare customers. Standardised processes and shared knowledge bases are intended to reduce repeated contacts and improve customer satisfaction scores across brands and product lines.
The introduction of structured performance metrics and real-time reporting will enable supervisors to monitor trends and identify training needs. For consumers, the practical benefit should be clearer communication channels, predictable service windows and quicker access to product and logistical information.
Emiratization and workforce composition at the centres
A key pillar of the expansion is national workforce development, with AGMC’s contact centre operating at 100% Emiratisation and staffing 21 Emirati employees. Female representation at the centre reaches approximately 70%, demonstrating a deliberate emphasis on inclusive national employment opportunities.
Al Bathaa Group framed the initiative as part of its long-term commitment to developing local talent and offering sustainable career pathways. The centres are intended to serve as training hubs where staff can build specialised skills in customer engagement, technical product knowledge and digital tools.
Regional strategy and future expansion potential
The Al Dhaid investment aligns with the group’s broader strategy to bolster service capabilities across the UAE while supporting regional distribution networks. For MPC, enhanced customer relations capabilities will underpin growth across retail and institutional channels in the MENA market. For AGMC, the site aims to strengthen aftersales and mobility services as automotive markets evolve.
Executives indicated the new centres could act as a model for similar facilities elsewhere, subject to demand and operational performance. Continued focus on technology, workforce development and cross-brand integration will determine the pace and scope of any further rollouts.
The new customer relations centres in Al Dhaid signal a coordinated push to modernise service delivery across automotive and healthcare sectors, while advancing Emirati employment and digital customer engagement. Stakeholders expect measurable improvements in response times and customer satisfaction as the centres scale operations.