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
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
To encourage, recognise, reward and unite businesses that support Dubai’s drive
To promote businesses that strive for an ever-increasing quality standard in
To secure a high reputation for Dubai at both national and international levels.