Dubai Economy honours Damas for consumer-friendly approach and service excellence

Gold retailer Damas was honoured by the Commercial Compliance & Consumer Protection (CCCP) sector in Dubai Economy for finishing in the top spot in the 2016 Consumer Friendliness Index. Damas, one of the eight companies that participated in the index from the Gold sector, was the sector topper in customer satisfaction with 85 points.

The annual Consumer Friendliness Index aims to promote customer satisfaction through fostering healthy competition among retailers and encouraging them to adopt exemplary practices to gain consumer confidence, eventually strengthening business in Dubai and the UAE in general.

Damas contested in a field of 54 outlets from seven sectors in the 2016 index. Abdullah Al Shehhi, Deputy CEO of CCCP, visited Damas with a team of officials to honour the company.

"The Consumer Friendliness Index initiative aims to strengthen relations between the trader and the consumer through promoting healthy competition among retailers in improving service quality and providing the best customer experience.  In the 2016 cycle, Damas topped the Gold sector while Liali Jewellery and Sky Jewellery finished in the next spots with 82 points and 81 points, respectively,” Al Shehhi said.

Al Shehhi added that the Consumer Friendliness Index is also part of the strategic objective of Dubai Economy to promote sustainability of business, customer happiness and service excellence across Dubai, which is a preferred shopping destination not only in the UAE but also regionally and internationally.

The survey conducted among consumers as part of the index indicated a high level of customer satisfaction in the Gold sector as regards to product quality, value for money, and clarity in policies relating to service and warranty.  Arab consumers generally gave a thumbs-up to after-sales service and value for money and UAE nationals were particularly found to be more satisfied with the after sales service.

The survey also showed that 91% of consumers are satisfied with the transparency and accuracy of invoices, while 6% who had problems said they filed a complaint with the Dubai economy.

Anan Fakhreddin, CEO of Damas said it is a great honor to receive the Consumer Friendliness Index 2016 award, which he called it one of the most credible recognitions throughout the UAE. 

“Damas has over a hundred years of heritage rooted in the UAE and since then, we continuously strive to provide our clients with timeless jewellery pieces that are of the highest quality. We have been working tirelessly to provide our customers’ outstanding products and service presented by our certified sales team. We’re proud to see that our investment into the team and our product portfolio encompassed by Damas’ commitment to offer exceptional experiences has resulted in this recognition by consumers,” Fakhreddin said.

“We truly value the initiative and efforts made by the Commercial Compliance & Consumer Protection sector in Dubai Economy, which stringently studies consumer opinions and perceptions. This recognition encourages all businesses to provide premium quality products and services. It promotes a healthy level of competition which is most beneficial for consumers.” he continued.

Launched in 2012 by CCCP, the Consumer-Friendliness Index programme has helped in documenting the customer relations dynamics and level of merchant-consumer trust in the Dubai retail sector. The 2012 programme had 24 outlets from three major sectors – Cars Agencies, Electronics and Retail Chains - as participants and feedback from more than 1,700 consumers was evaluated.