Dubai’s Department of Economy and Tourism (DET) has launched a ‘Service Ambassador’ programme with the objective of improving the customer experience in Dubai and thereby reduce consumer complaints. The programme, developed by DET’s Commercial Compliance and Consumer Protection (CCCP) Sector and Dubai College of Tourism (DCT) in cooperation with the Dubai Festivals and Retail Establishment (DFRE) features a specialised course designed to assist employees in businesses and commercial groups elevate the quality and efficiency of their customer service.

The Service Ambassador programme is part of a series of innovative initiatives being launched by CCCP to support business and enable merchants to maintain cordial relations with their customers. The course content will be offered online on DCT’s smart learning platform. Merchants can subscribe to the programme and trainees can log in and start learning from anywhere, anytime.

Mohammed Ali Rashed Lootah, CEO of Commercial Compliance and Consumer Protection sector stated that the Service Ambassador programme has been meticulously developed to address the most important aspects defining customer happiness, including service quality, warranty obligation as well as merchant-consumer relations and interaction.

“Shopping being a major factor in driving growth of tourism and retailing in Dubai, it’s important for businesses and all commercial outlets to maintain an exceptional level of customer service. The Commercial Compliance and Consumer Protection Sector and Dubai College of Tourism have jointly developed this programme drawing on our insights on the customer’s journey and expectations on shopping in Dubai,” Lootah said.

Ahmed Al Khaja, CEO, Dubai Festivals and Retail Establishment, said: “Dubai continues to grow its reputation as a top retail destination globally through an integrated shopping experience that features a broad spectrum of dining and entertainment. The new ‘Service Ambassador’ programme sheds light on the employees’ role and aims at elevating the customer experience through world class service. Excellent customer engagement does add a critical dimension to the shopping experience and is just one more compelling reason for UAE residents and global travellers to come to Dubai and also make a repeat visit to the city.”

Essa bin Hadher, General Manager, Dubai College of Tourism, said: “As Dubai aims to become the most liveable city in the world, it is crucial for those employed in customer-facing roles to deliver exceptional experiences across the board to both residents and visitors. The training programme that has been jointly developed by DCT and CCCP is structured to guide participants on ways of enhancing their customer service skills. Our College’s vast experience in developing and managing bespoke training programmes will be of immense benefit to both participants and their business establishments, as they work towards creating unique value and the best experience for customers.”

The Service Ambassador programme consists of two segments – one for customer service employees and sales staff, and another for supervisors of outlets and stores. Each programme is tailored to the role and functions of the respective target groups and their responsibilities towards consumers.

DET will supervise the programme for continuous improvements and support all subscribers and merchants to achieve the best outcomes. Ultimately, the programme seeks to support businesses and investors by increasing consumer confidence in Dubai and providing a unique shopping experience for residents and tourists.