Behind the service breakthrough

In its determined crackdown on the offenders of poor customer care, the Dubai Service Excellence Scheme claims it has triggered a turnaround in how stores do business in the UAE.

The wise words of H.H. Sheikh Mohammed Bin Rashid Al Maktoum, Vice President, Prime Minister of UAE and Ruler of Dubai propelled the creation of a unique scheme pioneered to encourage retail players to pursue in-store customer service superiority.
"With the increase in competition worldwide, customers are daily exposed to wider choices and are becoming much more selective than ever before. Dubai can only grow and prosper if the needs and expectations of its customers are met and continuously checked and updated."

The Department of Economic Development initiated the establishment of the Dubai Service Excellence Scheme (DSES) back in 2002, as part of its effort to raise standards in the city and binding all of its participating businesses in a common code of business ethics and core criteria for customer service brilliance.

The first quality stamp of its kind in the region, it was designed to complement Dubai Quality Award and Dubai Quality Appreciation Programme.

The scheme emphasises the importance of a conducive, clean, orderly and well-maintained business environment.

"The Dubai Service Excellence Scheme ensures customers' confidence through ethical behaviour, introduces best management practises to enhance productivity and business efficiency and assists businesses in identifying areas for improvement in customer service," says Khadija Ibrahim, awards management coordinator, Dubai Economic Excellence Centre, Department of Economic Development.

"We want to improve the quality of service in the retail sector. We now have more than 1000 members from different categories. The companies come to us to apply to be members. After the mystery shopper visit, if the score is more than 75% then they will become members and we include all of the outlets that a chain has," she says.

"They will be made aware of their strong points and areas of weakness. We have Best Brand and Best outlet categories, which are recognised at our awards ceremonies. We recognise all of the winners, which achieve more than 95%, so really high standards."

Under the patronage of His Highness Sheikh Hamdan Bin Mohammed bin Rashid Al Maktoum, Dubai Crown Prince, Sheikh Saeed bin Mohammed Bin Rashid Al Maktoum, honoured 22 high performing outlets and brands of the Dubai Service Excellence Scheme (DSES) 2007-2008 at a recent awards ceremony in the emirate.

The 17 retail outlets selected for excellence in service included branches of Giordano Fashions, Chevignon, Coffee Bean & Tea Leaf, Jumbo Electronics Co., Al Yousuf Electronics, Naturalizer, Home Centre, Tommy Hilfiger, two branches for Damas Jewellery, UAE Exchange, OPTIC ART, BinSina Pharmacy, Pizza Express, two branches of Commercial Bank of Dubai and DHL Worldwide Express.

Ali Ibrahim, deputy director general for Executive Affairs at DED, said the DSES programme offers shoppers reliable proof of a retailer's quality, and will help the local retail industry move beyond complacency and into a dynamic era where every customer counts.

"For a retailer seeking to ensure stable growth, customer satisfaction is of paramount importance," Mr Ibrahim said. "In an emerging market like Dubai, people sometimes forget about these basics because there are enough customers around to make up for those they lose. But the competition in the retail industry is growing, and this new attitude of valuing every customer will pay back soon."

As part of its service offering, the Department's team keeps retailers informed of the latest innovations in retail and brand management, sends them "four mystery shopper reports per year which investigate elements of operations including the appearance of outlets and employees and convenience and provides them with scores, highlighting strengths and areas for improvement."

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