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 About DSES


As part of an on-going effort to raise the customer service standards, the Department of Economic Development has initiated the establishment of the Dubai Service Excellence Scheme (DSES) in the Year 2002.


Which aimed at promoting excellence in customer service standard in private sector and recognize businesses that offer excellent service for their customers.


The DSES is designed to gain customer's confidence and to make the experience of "Shopping in Dubai" a pleasurable one. This scheme binds all participating businesses to a common code of business ethics and core criteria for customer service excellence.


As a first service quality stamp of its kind in the region the scheme is designed to complement Dubai Quality Award and Dubai Quality Appreciation Programme. This scheme is suited to all businesses, especially businesses from the service sector where customer service is the single most differentiating factor between the business competitors.


The scheme is deigned to differentiate businesses through a reputation of service excellence based on customer-focused and quality driven culture. This is underpinned by a commitment to the highest ethical staff behavior coupled with providing and supporting products and services of value and integrity.

The scheme shall emphasise the importance of a conducive, clean, orderly and well-maintained business environment. The ability to provide excellent customer service is largely dependent upon the attitude, knowledge and competence of frontline and back-office staff, which in turn is dependent upon their skills and commitment to training and development.


Objectives of DSES

  • To ensure customer's confidence through high ethical behaviour.
  • To assist businesses through identify areas for improvement in customer service.
  • To introduce best management practices & to enhance productivity and business efficiency.
  • To encourage, recognise, reward and unite businesses that support Dubai's drive for quality.
  • To promote businesses that strive for an ever-increasing quality standard in customer service.
  • ​To secure a high reputation for Dubai at both national and international levels.


For more information please contact the Business Excellence Center by calling +971 4 4455833 or through email 

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