Secret shopper in Dubai rooms issues 10,216 reports in 2025

The 2025 results of the “Distinguished Service Programme” launched by Dubai Chambers revealed significant growth compared to the year 2024, which reflects the efforts made to raise the levels of satisfaction and happiness of customers in the private sector.

The number of secret shopper reports for participating companies and their branches in the program issued by Dubai Chambers in 2025 reached 10,216 reports, a growth of 26.4% on an annual basis. These results reflect the effectiveness of the program in improving customer service practices and motivating the private sector to adopt a culture of excellence.

Khaled Al Jarwan, Executive Vice President of Commercial and Institutional Services at Dubai Chambers, said: “The Service Excellence Program aims to consolidate the concepts of institutional excellence and raise the performance standards of private sector companies in a way that enhances the readiness of companies to keep pace with the rapid transformations in the field of service excellence, and contributes to increasing the quality of services and customer satisfaction, which contributes to enhancing the competitiveness of the business community and consolidates consumer confidence in the local markets.”

Al Jarwan added: “Developing a culture of customer service has become a decisive factor in enhancing the performance of the commercial and service sectors and an essential pillar for sustainable growth. The distinguished service program reflects Dubai Chambers’ commitment to continuing efforts to improve business practices in accordance with the highest international standards.”

The Distinguished Service Program provides participating companies with the opportunity to obtain secret shopper reports on a quarterly basis, which provide them with detailed feedback on their performance in the field of customer service, highlighting strengths and possible areas of development, which helps companies make informed, data-based decisions and implement strategies that help them improve customer experiences.

The program also evaluates companies according to standards consistent with international best practices, which include the branch’s appearance, policies and standards, employees, service provision, payment transactions, services provided to people of determination, and a tool for measuring customer happiness. In addition to evaluating the improvements and added value provided by companies through digital channels.