What do Juma Al Majid, Emax, LuLu Hypermarkets, Debenhams, Tim Hortons, and Homes R Us have in common? You. These brands within the cars, electronics, hypermarkets, retail, coffee shop and furniture sectors have a consumer-centric approach, ensuring that they topped the 2013 Consumer Friendliness Index of the Department of Economic Development (DED), earlier this year.
We operate in a market where today’s consumer exerts greater influence than ever before. “Thirty years ago if the customer wanted a car, he would ask a few friends and then take an emotional decision based on what friends and family advised,” says Khaled Issa, COO, Juma Al Majid Group, “But today, the customer is well informed. He is smarter and takes decisions based on sound rationale. The consumer is moving from an emotional decision to an informed decision and as a leading brand, it is important to be on the ball when it comes to picking up the transition in evolving customer behaviour.”
Juma Al Majid Automobiles, which took the top spot in the cars category for the second time in a row, believes that the award is a recognition for its customer-centric focus as a company.
“What makes the award special is that we didn’t even have to apply for it. DED has contracted it to a third party and it is all based on a single premise of what the customer thinks of your company,” Issa tells GN Focus.
In 2010, Juma Al Majid took a new strategic turn in terms of identifying key customer needs and formulated their business strategy to keep up with the demands of an evolving market.
The Consumer Friendliness Index, a first-of-its-kind initiative, was launched by the Commercial Compliance and Consumer Protection (CCCP) division in DED in 2012. The aim is to promote service excellence, competitiveness and encourage best practices in the retail sector, which is expected to grow by 5.6 per cent on an annual basis in the UAE until 2017. Service quality, billing transparency, sharing of warranty information by salesperson and overall satisfaction are the chief criteria for the index.
Omar Bushahab, CEO, CCCP, DED, says, “Dubai is attracting a growing number of tourists and shopping is a major attraction. The challenge for retailers is to demonstrate best international practices in line with Dubai’s increasing appeal as a destination. “Our business outlook for the future is to continue to build on the cordial relations in the retail sector by adding more sectors to the Consumer Friendliness Index in Dubai.”
Neelesh Bhatnagar, CEO, Emax, says, “We are particularly delighted with this prestigious award because it reflects the consumers’ voice transparently, which proves that consumers are satisfied with our service and that they appreciate the value Emax creates for them.
The recognition will definitely help us nurture our leadership in the market and will inspire us to always stand out from the crowd, by thinking creatively of new ways that can help us anticipate consumers’ wishes and meet their utmost satisfaction.”
