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 Dubai Service Excellence Scheme

Dubai Service Excellence Scheme

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 Program. 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 emphasize 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 behavior.
  • To assist businesses through identify areas for improvement in customer service.
  • To introduce best management practices & to enhance productivity and business efficiency.
  • To encourage, recognize, 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 

Best Service Performance Brand 2014

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.

All members of the Dubai Service Excellence Scheme are required to adhere to "The Code of Business Ethics".

 They are listed below as follow:

  1. To display prices clearly on all products as appropriate.
  2. Never trade in counterfeit products.
  3. Have a clear policy for refund, replacement, repair or rework for defective or damaged products and/or incomplete service.
  4. Offer products with valid guarantees and warranties, where appropriate.
  5. Adding value to products with reliable, accessible after-sales service, as appropriate.
  6. Ensuring the Employees knowledge is compatible with the range of products and services offered.
  7. Undertake to train and develop employees.
  8. Avoid health and safety risk to customers and employees.
  9. Support an environmentally friendly policy.
  10. Be a good ambassador for DSES and act immediately to rectify shortcomings outlined in the DSES mystery shopper report

Membership Benefits

  1. Constant customer service standards measurement & feedback: You will receive 4 FREE mystery shopper reports per year, helping members to identify areas of strengths and methods improvement.
  2. High performing outlets & Brands stand a chance being recognized by Government of Dubai & Dept. of Economic Development.
  3. Your management team will be invited to attend the DSES Workshops and seminars on Customer Service such as the "Share Best Practices".
  4. DSES will endorse & promote all members as esteemed businesses supporting customer service initiative.
  5. Your business will benefit from the kudos, good-will and PR publicity of the DSES scheme.
  6. You will be entitled to display the DSES logo on all registered outlets and marketing materials, you will receive DSES Material (certificate, trophy, window stickers and badges, etc.).
  7. DSES will keep you informed of the latest innovation in retail and brand management.
  8. DSES Service Quality Mark; will help you consolidate and reinforce the investment you have made in your business as a brand.


Membership pre-requisites

To qualify for the scheme applicants must obtain the following:

  1. The business must fall under one of the existing DSES category.
  2. A valid trade license registered with the appropriate government authority in the UAE.
  3. The Business must accept the DSES code of business ethics and act upon shortcomings if any.
  4. PRR application (Pre-Registration Request form) signed by the highest authority in the business, thus accepting the Code of business Ethics.
  5. The business must score above 75% in the MRT Report (membership readiness test).
  6. The business must apply for all outlets in Dubai registered with same brand name.
  7. The business must accept the terms & conditions outlined by DSES Secretariat.

The purpose of mystery shopper is to help members understand customer expectations and to enhance employees' customer service awareness.
It is impossible for managers of a business to be available at all outlets in order to supervise the shop floor staff, to know customers' service expectations, which are so vital for the building of a brand. We provide owners, and managers the vital information required to help them see their business from the customers' viewpoint in order to design a memorable happy customer shopping experience, which in turn will impact the reputation of your business. DSES pays special attention to the quality of mystery shoppers' reports. All our reports have been individually designed to suit your business, however additional questions may be considered on request. Your membership will entitle you for 4 mystery shopper reports per annum. However, DSES members may choose to order additional mystery shopper visits per outlet per month/fortnight at a nominal additional cost. For details, refer to cost of membership section on this website.

The mystery shopping techniques and reporting structures have been developed to suit appropriate business categories. Many membership categories have been created to cover different aspects of service deliver in different businesses category based on different product or service.

    • DSES is using Mystery Shoppers from different Service providers.
    • Consist good mix of Dubai's diverse ethnicity
    • We ensure that they fit in as normal customers.
    • Each shopper is recruited for their communication and observation skills, to ensure accuracy.
    • You may specify that shoppers meet certain demographics if desired.
    • DSES Mystery Shoppers are trained to meet the specifics of your business category.
    • DSES shoppers visit your locations as directed and conduct a normal customer inquiry and/or transaction under supervision.
    • The shoppers then complete a questionnaire custom-designed for your business category, which covers all aspects of their visit.
    • The completed questionnaires are sent to us for an accuracy review.
    • Then they are forwarded to you immediately.
    • You review the reports with management and staff and plan the action to be taken.

Brand Business Category
1 Aafaq Islamic finance Services
2 Aafaq Islamic finance - Contact Center Contact Center
3 Adventure HQ General Retail
4 Aeropostale Clothing
5 Al Dorra Al Baydaa Furniture Furniture
6 Al Fardan Exchange Money Exchange Services
7 Al Futtaim Jewelry Jewelry
8 Al Ghurair Exchange Money Exchange Services
10 Al Haseena Jewelers Jewelry
11 Al Jaber Optical Optical
12 Al Masraf Retail Banking Services
13 Al Motahajiba Fashions Clothing
14 Al Nukhada Clothing
15 Al Rostamani International Exchange Money Exchange Services
16 Al Yousuf Electronics Electronics
17 Al Zevar Trading General Retail
18 ALDO Footwear
19 ALDO Accessories General Retail
20 All about Watches General Retail
21 ALPHA Pharmacies
22 Anfasic Dokhoon General Retail
23 Anne Klein General Retail
24 Art Landi General Retail
25 ASTER Pharmacies
26 Aster Optical Optical
27 Aswaaq General Retail
28 Athletes Foot Footwear
29 Austin Reed Clothing
30 AXIOM Electronics
31 Baby Shop General Retail
32 Barakat Optical Optical
33 Bench Clothing
34 BETTER LIFE Electronics
35 BHPC General Retail
36 BinSina Pharmacy Pharmacies
37 Birkenstock General Retail
38 Book Plus General Retail
39 Bossini (Lals Group) Clothing
40 Boux Avenue Clothing
41 Brooks Brothers Clothing
42 Call it Spring Footwear
43 Calvin Klein Underwear Clothing
44 Carters Clothing
45 Cath Kidston General Retail
46 Charles and Keith Footwear
47 Charleys Philly Steaks Café
48 Chic Shoes Footwear
49 Clarks Footwear
50 Cold Stone Creamery Café
51 Commercial Bank of Dubai Retail Banking Services
52 Cortefiel Clothing
53 Crystal Gallery General Retail
54 Daiso Japan Value Store General Retail
55 Damas Jewelry Jewelry
56 DED - BRL Government Services
57 DED - BRL Service Center Government Services - BRL Service Center
58 DED - CCCP Government Services
59 Degrenne Paris General Retail
60 DFM - Contact Center Contact Center
61 Dnata Travel Services Travel Services
62 DOCKERS Clothing
63 Dollar Rent A Car Automobile Showroom
64 Dubai Financial Market Services
65 Dubai Islamic Bank Retail Banking Services
66 Dubai Optical Optical
67 Dune Footwear
68 Elements Shop General Retail
69 Emirates India International Exchange LPC Money Exchange Services
70 e-optics Optical
71 Eros Electrical Electronics
72 Fashion for Less Clothing
73 Fine Furniture Furniture
74 Forever 21 General Retail
75 G2000 Clothing
76 GARAGE Clothing
77 Giordano Clothing
78 GMDC Services
79 Grand Stores General Retail
80 Grano Coffee Café
81 Halston Heritage Clothing
82 Hanayen Clothing
83 Hind Al Oud General Retail
84 Home Center Furniture
85 HRG UAE Travel Services
86 ICE General Retail
87 ICONIC Clothing
88 India Palace Restaurant Restaurant
89 India Palace Restaurant Café Café
90 Infiniti Automobile Showroom
91 Inglot General Retail
93 IWR Requests IWR
94 Jackys Electronics Electronics
95 Jane Norman Clothing
96 Jazz @PIZZAEXPRESS Restaurant
97 Joy Alukkas Jewelry Jewelry
98 Joyalukkas Exchange Money Exchange Services
99 Juicy Couture Clothing
100 Jumbo Electronics Electronics
101 Kenneth Cole New York Clothing
102 Khaltat Blends Of Love General Retail
103 La Martina Clothing
104 La Moda Optical
105 La Vie en Rose Clothing
106 LE CHATEAU Clothing
107 Levis Clothing
108 Life Pharmacy Pharmacies
109 Lifestyle General Retail
110 LM Exchange Money Exchange Services
111 Lucky Brand Clothing
112 Madinat Jumeirah General Retail
113 Magic Planet-Family Entertainment center Leisure & Entertainment - Game Zone
114 Malabar Gold and Diamonds Jewelry
115 Malekat Al Moda General Retail
116 MARINA Home Interiors Furniture
117 MATALAN Clothing
118 MBT Footwear
119 Mikura Pearls Jewelry
120 Mirchi Restaurant
121 Moreschi Footwear
122 Morgan De Toi Clothing
123 NAJM Credit Cards Contact Center
124 NAJM Credit Cards Finance Prepaid Cards Contact Center
125 National Bonds Corporation Services
126 National Bonds Corporation Contact Center Contact Center
127 Naturalizer Footwear
128 Nayomi Clothing
129 Nayomi Soiree Clothing
130 NewYorker General Retail
131 Nikai Electronics
132 Nine West Footwear
133 Nissan Automobile Showroom
134 Optifashion Optical
135 Optx 2020 Optical
136 Pad Thai Restaurant
137 Panasonic Electronics
138 Pedro Footwear
139 Peugeot Automotive Automobile Showroom
140 PIZZAEXPRESS Restaurant
141 Plug Ins Electronics Electronics
142 Prenatal Clothing
143 Pure Gold Jewelers Jewelry
144 Qup Accessories General Retail
145 R & B Clothing
146 RAKBANK Retail Banking Services
147 Raymond Made To Measure Clothing
148 Regal General Retail
149 Renault Automobile Showroom
150 Ripani General Retail
151 SAMSONITE General Retail
152 Samsung Electronics
153 Sharjah Islamic Bank Retail Banking Services
154 Shattaf Jewelers LLC Jewelry
155 Shoe Studio Footwear
156 Skechers Footwear
157 Ski Dubai-Indoor Snow Center Leisure & Entertainment - Game Zone
158 Splash Clothing
159 Springfield Clothing
160 Sumo Sushi and Bento Restaurant
161 Tamaris General Retail
162 Teriyaki Restaurant
163 The Children Place Clothing
164 The Face Shop General Retail
165 THE ONE Furniture
166 The Raymond Shop Clothing
167 The Watch House General Retail
168 THM Footwear
169 Tiki Ming Restaurant
170 Tommy Hilfiger Clothing
171 TOMS Footwear
172 Toys R Us General Retail
173 UAE Exchange Money Exchange Services
174 Union Cooperative Society General Retail
175 US POLO.Assn Clothing
176 Vanellis Restaurant
177 VOX Cinemas Leisure & Entertainment - Cinema
178 Wall Street Exchange Money Exchange Services
179 Wild Wadi Retail General Retail
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