Dubai Chambers will evaluate the quality of UAE businesses’ customer service through its mystery shopper reports via Service Excellence Programme (SEP).
The initiative reflects the chambers’ role in supporting Dubai’s drive to achieve excellence in customer service and ensure the implementation of global best practices within the emirate’s business community.
Chairman of Dubai Chambers, Abdul Aziz Abdulla Al Ghurair, said: “The Service Excellence Programme represents a quantum leap in our efforts to foster excellence in customer service within the private sector and develop standards that align with Dubai’s vision for the future of business.
“The mystery shopper visits aim to drive a culture of continuous improvement and empower companies to excel in serving their customers, ultimately enhancing their brand reputations and ability to retain customers. In today’s business landscape, world-class customer service is a key pillar of success and a prerequisite for companies looking to boost their competitiveness in the market.
“Our programme is a unique initiative that combines personal mystery shopper visits to the branches and headquarters of private sector companies with virtual evaluations of online services. We are pleased to be among the first entities to adopt this innovative approach, which will support in evaluating customer service capabilities and further enhance the reputation of Dubai’s dynamic business community.”
A mystery shopper is a person who poses as a real customer whilst assessing customer service levels provided by a company or organisation.
The programme is targeted at diverse sectors including shopping malls, entertainment and hospitality, specialty retailers, health and wellbeing, hypermarkets, fashion retailers, and digital services.
The evaluation process includes a brand performance service category and a branch performance service category.
Companies applying to participate are evaluated according to range of criteria developed in line with global best practices. Areas assessed include the appearance of each branch, the level of comfort extended to customers and employees, health and safety policies and procedures, and the standard of service delivered by employees.
Other criteria examined include the availability of different types of payment transactions, services catering to people of determination, customer happiness levels, and ‘going the extra mile’ including maintaining digital presence.
