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 Membership Criteria


The Dubai Service Excellence Scheme is membership based, where members comply with the code of business ethics and satisfy the criteria for customer service excellence.


It is intended & also expected that DSES membership will become a valuable and prestigious honor for members upon consistently upholding better customer service standards at their business premises.


The criteria for approval of DSES membership are based on achieving minimum scores (75%) on Membership Readiness Test reports. With the clear understanding of the basic fact that every different product/service has different service delivery fundamentals and its own industry standards, upon thorough consultation & industry experience, DSES has developed custom designed sub criterions to evaluate customer service standards in accordance with appropriate business category.


Currently DSES covers different set of standards evaluation criteria for any of the following business types: and member's commitment to the standards is periodically monitored through vigilant mystery shopping process.

  • Apparels
  • Auto Showrooms
  • Cafes
  • Electronics
  • Footwear
  • Furniture
  • General Retail
  • Jeweler Stores
  • Money Exchange services
  • Optical
  • Pharmacies
  • Restaurant
  • Retail Banking Services
  • Services
  • Travel services
  • Government Services


Members have the collective responsibility of upholding the service standards and guarding the scheme against negative publicity and malpractice.

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