Sales and marketing people say customer service can make or break a business. Unfortunately, it is one aspect of the UAE's service economy that leaves a lot to be desired.
A significant number of residents are disappointed by the levels of customer service in retail shops, banks, insurance companies and government departments in Dubai. They are most bothered by the lack of product knowledge by staff, inadequate after-sales service and lack of attention given to them.
Westerners are the most dissatisfied with the customer service, while Emiratis, on the other hand, appear easier to please.
Nevertheless, the hospitality and food sectors are apparently performing well, as many customers, be they Emiratis or Westerners, feel they are properly served in hotels and restaurants. People are also impressed by the level of courtesy among staff.
Overall, customer service in the UAE does not compare poorly with that in other places. In fact, it is on a par with most other countries.
These are the key findings of the latest Gulf News survey undertaken by YouGov-Siraj, whereby 596 UAE residents rated the customer service in retail, financial, hospitality and government sectors.
Of those polled, 132 were Emiratis, 188 were other Arabs, 149 were Westerners and 70 were Asians.
The results of the survey somehow encapsulate the findings of two related industry-focused studies released late last year.
A survey by Grass Roots Middle East had found that customer service in the UAE retail sector was falling short. Ethos Consultancy also conducted a similar survey (Third Service Quality Bank Benchmarking Study) and concluded that the level of customer care in the majority of UAE banks has declined in comparison to last year.
In the latest Gulf News survey, residents were asked to rate the customer service in Dubai's retail sector. Around one in three expressed disappointment, saying the service is either fair or poor.
The perception of customer service varies substantially with nationality. Emiratis are five times more likely to rate retail customer service as excellent or very good (55 per cent) than Westerners giving the same rating (12 per cent).
In general, 35 per cent of the respondents are not so happy, giving retail shops either a fair or poor rating. Most of the votes come from Westerners (53 per cent).
Retailers must take note though that when it comes to deciding where to shop, residents bear in mind two important elements: product choice (33 per cent) and price (31 per cent).
Among Emiratis and other Arabs, price is the deciding factor, whereas for Asians and Westerners, product choice is the key. Westerners choose a shop on the basis of product selection.
Financial sector
Another section in the study looks into the service in banks and insurance companies. Overall, three times as many UAE residents rate customer service in the financial sector in the UAE as poor than those who rate the sector as excellent.
Almost half of the residents (43 per cent) rate the service in banks and insurance firms either fair or poor, while only 29 per cent are notably impressed, saying the service is either excellent or very good.
As with retail, the perception of customer service varies substantially with nationality.
Emiratis are five times more likely to rate the financial customer service as excellent or very good (55 per cent) than Westerners giving the same rating (eight per cent). Other Arabs and Asians rate the financial sector in a similar fashion and are evenly divided across the rating scale.
When Gulf News asked respondents to rate government services, Emiratis, Asians and other Arabs were divided. Almost as many rate the service either excellent or very good as those rating the service fair or poor.
Interestingly, only Westerners seem to be the most vocally critical of customer service at government departments in Dubai, with an overwhelming 63 per cent rating the service either fair or poor.
Now, what really bothers people about service in the UAE? Gulf News found that overall, residents are most turned off by lack of product knowledge by staff (62 per cent), inadequate after-sales service (51 per cent) and lack of attention given by staff (43 per cent). The pattern is the same across all nationality groups.
However, it's not all so gloomy for the UAE's service economy. When respondents were asked if they were happy with the service in hotels and restaurants, Gulf News got some encouraging feedback.
Hotels and restaurants in Dubai are rated much higher than banks or retail stores. A considerable number of residents (55 per cent ) appear very pleased, as they rate the service as either excellent or very good.
Emiratis (66 per cent), other Arabs (59 per cent), Westerners (45 per cent) and Asians (55 per cent) accord very good and excellent ratings to the sector.
Not only that, many residents (46 per cent) are also pleased with the level of courtesy among staff in different establishments, saying that is what they like most about the service in the UAE.
How does the UAE's customer service compare to that of other countries? On the whole, the level of service here is considered to be on a par with countries such as Oman, South Africa and France.
Customer service in the UAE is also regarded as significantly better than certain countries such as Pakistan, Lebanon, India and Saudi Arabia. Service is only perceived as worse than in one country, the United States.
