Mohammed Bushanain, Executive Director, Corporate Quality & Management Excellence and the Business Excellence Department of DED
The Business Excellence Department at the Dubai Department of Economic Development, DED, has developed an online solution to improve the speed and efficiency of the Mystery Shopper programme, conducted as part of the Dubai Service Excellence Scheme, DSES.
The new solution replaces the manual processes and MS Excel files used earlier with a more effective, organised and accessible online reporting platform. The system will generate faster and more comprehensive reports with trends, comparisons, benchmarks and analysis, which participating outlets and companies can easily access online.
Trial runs have been successfully completed and mystery shoppers and DSES participants will be able to access the new system. The Business Excellence Department have recently conducted several workshops for mystery shoppers and DSES member companies to explain the new system.
“With an increasing number of retail outlets subscribing to the Dubai Service Excellence Scheme we wanted to make the entire process more efficient and interactive. The online interface brings in enhanced speed, efficiency and transparency to DSES, especially its mystery shopping component,” said Mohammed Bushanain, Executive Director, Corporate Quality & Management Excellence and the Business Excellence Department of DED.
The DSES is a certification primarily targeting Dubai-based businesses that have a high interface with customers and was launched with the specific intention to facilitate growth in the tourism, trade, finance and service sectors. The scheme aims to promote businesses that strive for an ever-increasing standard in customer service and boost customer confidence through high ethical behaviour.
The Mystery Shopper programme is aimed to provide the retailer with information on customer expectations and to enhance the employees’ awareness of the importance of good customer service. The mystery shoppers visit retail outlets and submit reports on the experience they had in terms of product quality, employee performance and service quality.
The mystery shoppers’ reports provide retailers with a realistic picture on customer perceptions and suggestions to improve their service standards. The overall objective of the shopper programme is to help the retailer boost productivity, business efficiency and sales performance and contribute to Dubai’s drive for quality in that process.
Currently, 1500 retail members have joined the ranks of the DSES having fulfilled the stringent customer service criteria laid down by the DED, showcasing over 180 international and local brands, a 30 percent growth in the number of membership seen yearly, The members cover the entire spectrum of retail sector including general retail, fashion and branded wear, jewellery, furniture, gifts, household items, cosmetics and perfumes, banking and financial services, automobiles, electronic goods, restaurants and fast food chains, and travel & tourism services.