The results from the 2025 “Excellence in Service Program,” initiated by the Dubai Chambers, have shown significant growth compared to 2024, highlighting efforts made to enhance customer satisfaction and happiness in the private sector.
In 2025, the number of secret shopper reports produced for participating companies and their branches reached 10,216, marking an increase of 26.4% year-on-year. These findings reflect the effectiveness of the program in improving customer service practices and encouraging the private sector to adopt a culture of excellence.
Institutional Excellence
Khalid Al-Jarwan, the Executive Vice President of Commercial and Institutional Services at the Dubai Chambers, stated, “The Excellence in Service Program aims to establish the concepts of institutional excellence and elevate the performance standards of private sector companies, enhancing their readiness to adapt to rapid transformations in service excellence. This, in turn, contributes to improving the quality of services and customer satisfaction, which bolsters business competitiveness and strengthens consumer trust in the local markets.” Al-Jarwan further added, “Developing a customer service culture has become a critical factor in enhancing the performance of commercial and service sectors and is a fundamental pillar for sustainable growth. The Excellence in Service Program demonstrates Dubai Chambers’ commitment to continuously improving business practices according to the highest global standards.”
The Excellence in Service Program also allows participating companies to receive secret shopper reports quarterly, providing detailed feedback on their customer service performance. This highlights strengths and areas for potential improvement, aiding companies in making informed, data-driven decisions and implementing strategies to enhance customer experiences.
Moreover, the program evaluates companies based on criteria aligned with global best practices, including branch appearance, policies and standards, employee performance, service delivery, payment transactions, services for people of determination, and customer satisfaction measurement tools. It also assesses the improvements and added value that companies provide through digital channels.