Follows HH Sheikh Mohammed Bin Rashid Al Maktoum's call for an innovative concept and integrated framework for improved services: HE Ohoud Bint Khlafan Al Roumi

38,000 businesses in diverse sectors will be rated in first phase

Aims to promote performance excellence and customer happiness across businesses in Dubai: HE Sami Al Qamzi

Dubai, 30 March 2017: Dubai Economy announced the adoption of the ‘Global Star Rating System for Services’ for application across commercial establishments in the emirate today in the presence of Her Excellency Ohoud Bint Khalfan Al Roumi, UAE Minister of State for Happiness and Director General of the Prime Minister’s Office. The rating system is one of the pioneering initiatives launched by the Government of Dubai in line with the directives of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai, to establish a model for improving services and achieving customer happiness.

The Minister affirmed that the implementation of the Global Star Rating System for Services in Dubai reflects the directives of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, to evolve an innovative concept and an integrated framework for service delivery and world-class service efficiency, thus providing an exceptional customer experience and establishing a model for improving services and achieving customer happiness.

“When His Highness launched the Global Star Rating System for Services, it was intended to motivate government entities to provide the best customer service similar to those offered in the hospitality, aviation and banking sectors, and to develop government work and service centres. Today we see that the private sector has adopted the system and applied it to their facilities, demonstrating that excellence is now a standard for service quality and customer experience across commercial establishments in the country. It also shows that the UAE has moved from customer satisfaction to customer happiness in the public and private sectors alike,” Al Roumi said.

The Minister added that the Global Star Rating System for Services will contribute to improved quality and efficiency of services across Dubai, and will enable businesses to have a scientific method to measure customer happiness. “Commercial establishments can now strive for and achieve a superior rating, which in turn will increase customer confidence and lead to productive partnerships across industry sectors, attract investment and advance competitiveness of the national economy.”

Al Roumi also praised Dubai Economy for promoting commercial and economic activity in the emirate, attracting investments and supporting economic diversification, which Her Excellency said, has contributed to overall growth in the UAE and enhanced its competitiveness globally.

His Excellency Sami Al Qamzi, Director General of Dubai Economy added that the Global Star Rating System has established specialised standards for certain categories of businesses for the first time, including major business centres and shops that were never classified before.   

"The adoption of the Global Star Rating System for Services underlines the continued efforts of Dubai Economy towards attaining a level of excellence and leadership that will increase the emirate's competitiveness globally. Our objective is to spread the culture of happiness and support the government in creating a model for happiness and positivity," said Al Qamzi.

Approximately 38,000 establishments from diverse sectors, including restaurants and cafes (7204), speciality stores (29,815), supermarkets (706) and commercial centres (84) and businesses with five branches or more will be included in the first phase of the rating, Al Qamzi said. “The system includes a set of standards covering 30 technical and service requirements, primarily relating to the efficiency and readiness of employees, prices and payment channels, service quality, facilities and design, and customer relations management.”

Al Qamzi added that the goal is to promote performance excellence among businesses and encourage them to provide quality services and customer happiness in line with the development achieved by the UAE.

The Global Star Rating System for Services is designed as a set of criteria to classify the level of services provided across businesses such as cafes, restaurants, speciality stores (such as electronics, furniture) and supermarkets (hypermarkets and department stores). The goal is to evaluate the competitiveness of service providers in their respective fields and enable the private sector to enhance service quality.

The evaluation and classification are based on three axes: Self-classification based on data recorded in the commercial register in Dubai Economy (20%); Business activity, commercial commitment, sustainability, capital and value, and the customer experience (50%); (For restaurants and cafés) Employee efficiency and readiness, prices and payment channels available, quality and conformity, facilities and design, customer relationship management, and implementation of the standards in the Global Star Rating System for Services (30).

About Dubai Economy:

Dubai Economy is the government body entrusted to set and drive the economic agenda of the emirate of Dubai, UAE. Dubai Economy supports the structural transformation of Dubai into a diversified, innovative service-based economy that aims to improve the business environment and accelerate productivity growth. Dubai Economy and its agencies develop economic plans and policies, identify and support the growth of strategic sectors, and provide services to domestic and international investors and businesses.

For further information, please contact:
Faisal Shamsudheen,
Government Communication Division, Dubai Economy
Phone: +971 4 445 5927,
Email: faisal.pathiasseri@dubaided.gov.ae

© Press Release 2017