DSES adds new category to its excellence campaign

RetailME Bureau

The Dubai Service Excellence Scheme (DSES), intended to promote and encourage service quality in the emirate’s retail sector, is expanding as the Department of Economic Development (DED) adds Leisure & Entertainment Business as a category for 2014.

The new category will enable a large number of outlets, including cinemas, game zones and waterparks, to highlight and competitively enhance the customer experience they provide in strategic service areas. With the latest addition, DSES, which is part of the initiatives of the Business Excellence Department in DED, has 19 categories now and close to 2,000 outlets registered in the scheme.

The best brand in each category, as well as the top five brands across all categories, is honoured at the prestigious Business Excellence Award Ceremony hosted by the DED annually.

Launched by DED in 2002, DSES aims to promote and recognise customer service standards, eventually to make shopping in Dubai a pleasure. The scheme binds all participating businesses to a common code of business ethics and customer-centric culture to be visible across staff behaviour, product value and integrity as well as customer support.

“DSES continues to witness growing interest and participation over the years and adding more sectors is further widening the field for retailers. Evidently, retailers see DSES as a major window to grow and win consumer confidence through better service,” says Mohammad Bushanain, executive director, corporate quality & management excellence at DED.

The new category is attracting leading leisure and entertainment companies. Majid Al Futtaim-Ventures (MAF) Ventures, a major industry player, has become the first to enrol in the Leisure & Entertainment Business category of DSES.