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.”
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.
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.”
The programme, launched in 2002 to drive quality standards in the retail and service sector, currently has more than 1000 members. DED launched DSES in line with the directives of His Highness Sheikh Mohammad Bin Rashid Al Maktoum, UAE Vice-President and Prime Minister and Ruler of Dubai, to enhance and develop service standards in the Emirate and establish Dubai’s leading role as a regional commercial and retail hub.
Retailers are entitled to display the DSES logo on all registered outlets and marketing materials, attend DSES’ events and have the chance for their high performing stores to be recognised by the Department of Economic Development in Dubai.
Since its inception, the groundbreaking scheme has rolled out a series of incentives including listings of all of the members on its website and issuing 500,000 copies of Dubai Shopping Map annually, including locations of members to be distributed to tourists in the city.
The criteria for approval for DSES membership, spanning categories including fashion stores, cafes, pharmacies and electronics, are based on achieving minimum scores on mystery shopper reports.
We are working on initiatives to improve customer feedback and we will come up with proper models including customer complaints and suggestions systems.
The scheme has also placed increasing focus on new services to bolster improvements in the industry, including training courses and conferences to help them provide better service standards.
“They [Retailers] know the areas for improvement after reading the reports and can avoid these errors in the future. Their efforts are well-publicised as our logo symbolises that the Dubai Government has recognised good customer service,” she says.
“Some of the outlets have their business so they are not focused on good customer service. You have to train your staff and ensure they are satisfied. Feedback from customers will help our members.”
Rashid Hazari, client relations coordinator, Dubai Economic Excellence Centre, Department of Economic Development, explains that the workshops permit attendees from companies to go back and relay the information to all of their staff, and “we are working on initiatives to improve customer feedback and we will come up with proper models including customer complaints and suggestions systems. We want to check how they are handling complaints and suggestions at these companies,” he urges.
“We are targeting all of the emirates with the scheme and Abu Dhabi is really coming up in customer service levels. From last year we started expanding into other emirates and we would like to be involved in more promotions.”
Businesses enrolled in the DSES programme also reap tremendous benefit, including publicity and positive endorsement and a peer platform to share best practices and industry concerns.
Members receive four mystery shopper evaluations per year, recognition from the local government, updates on trends in retail and brand management and the opportunity to display the DSES logo at all outlets and on marketing materials.
“The DSES initiative has enhanced Dubai’s image as a quality shopping destination, especially in the light of the increased number of tourists and shoppers coming to the emirate,” Ali says.
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.
Winners included Damas (Special Business Category), Pure Gold Jewellers and Nine West (Large Business Category), Dune (Medium Business Category) and Tommy Hilfiger (Small Business Category).
“The DSES certification primarily targets Dubai-based businesses that have a high interface with customers and has been initiated with the specific intent of facilitating growth in the tourism, trade, finance and service sectors,” comments Khalid Al Kassim, Deputy Director General for Planning and Development at DED.
• Display prices clearly on all products as appropriate.
• Never trade in counterfeit products.
• Have clear policy for refund, replacement or repair.
• Offer products with valid guarantees and warranties where appropriate.
• Offer reliable, accessible after-sales service, as appropriate.
• Ensure employees knowledge update with the products and services offered.
• Train and develop employees.
• Avoid health and safety risk to customers and employees.
• Support an environmentally friendly policy.
• Be good ambassadors for Service Excellence in Dubai. To qualify for the scheme applicants must obtain the following:
• The application form is signed by the highest authority in the business, thus accepting the Code of Business Ethics.
• The business must score above 75% on the mystery shopper’s visit.
• The Business must accept the code of business ethics and acts on any shortcomings outlined in the mystery shopper’s report.
• The business must accept the terms and conditions outlined by DSES.
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