Dubai: Have you ever been amazed by customer service in Dubai, and wanted to share your feedback, or show your appreciation for a service representative?
Then you might want to become a UAE Mystery Shopper.
What is the UAE Mystery Shopper programme?
His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister of the UAE and Ruler of Dubai, launched the 'Mystery Shopper' app in 2020 to enhance the role of customers. Through the app, the general public can rate and measure the performance of government entities and the efficiency of the services they provide.
Developed by the UAE government, the app is available in eight languages – Arabic, English, Urdu, Hindi, Spanish, Chinese, French, and Russian – and is accessible by citizens and residents in the country.
While the Mystery Shopper app, and its WhatsApp companion feature, are more recent ventures, mystery shoppers have existed in the UAE since 1990, according to the Government of Dubai Media Office website.
His Highness Sheikh Mohammed said in a March 2, 2020 statement: "More than 30 years ago, we launched the mystery shopper programme and now that direction has become a comprehensive approach and one of the most important tools in improving government services today.”
Eligibility criteria
According to Mohammed Bin Rashid Smart Majlis, the city’s platform for innovative ideas and feedback, you can become a Mystery Shopper if you meet the following criteria:
- A UAE citizen or a resident of the UAE for at least 5 years
- At least 21 years old
- Known for good conduct and behaviour
- Have a drive for positive change, maintaining the public interest at heart
- Have integrity and a sense of responsibility
- Be able to undertake social responsibility and create the time for it
What are the responsibilities of a Mystery Shopper?
Here’s what you can expect to do, as a UAE Mystery Shopper:
- Carry out duties within the scope of daily life and interactions, to comply with the general direction of the UAE government.
- Observe and document positive practices across all sectors, both at a professional and human level.
- Convey success stories and identify hidden role models within government employees.
- Report improvement and development opportunities.
- Observe and document any negative practices that do not reflect the UAE’s values and standards, whether in services, public facilities, social practices, work ethics or others.
While evaluating government services, Mystery Shoppers must ensure they adhere to the following best practices:
- Communicate and report all incidents instantaneously with supporting images, videos, messages etc., without disregarding the privacy of employees and/or other individuals.
- The Mystery Shopper does not have the authority to communicate directly with other parties/entities and can only participate through the platform.
- The Mystery Shopper should adhere to objectivity, impartiality without personal motives and work with complete confidentiality.
How to participate in the Mystery Shopper programme
If you’d like to take part, you can do so in two ways.
1. UAE Mystery Shopper app
- Download the UAE Mystery Shopper app, available in the Google Play Store or Apple App Store.
- Register with your personal details, and choose your preferred language. You can select from eight options: Arabic, English, Urdu, Hindi, Spanish, Chinese, French, and Russian.
- Once you are signed in, enable location access on your smartphone. The app will find the government service centre closest to you, and allow you to share your related feedback. Alternatively, you can search manually on the map within the app, to find the service centre.
- Next, rate the experience using a simple star system, based on:
Centre location and parking
Waiting time and reception
Employee friendliness and process clarity
Service fees and speed of completion
- Following rating, you can type in specific feedback, compliments or complaints – this information will go directly to the authorities and help improve services.
2. WhatsApp
If you prefer not to use the app, you can use the UAE Mystery Shopper WhatsApp number instead. Follow these steps to send feedback via WhatsApp:
- Add the number 04 7771000 as a Contact on WhatsApp.
- Select your preferred language from the options provided.
- You will then be able to see a list of government entities that you can review. Click on the right one.
- The WhatsApp chatbot will inquire which service you used at the government entity, and you will be prompted to share your feedback in the form of a comment. You can also attach pictures or other documentation to support your compliment or complaint.
Which government services can Mystery Shoppers review?
Both the app and WhatsApp permit you to leave your feedback on the following 31 government entities:
Ministry of Interior
Ministry of Human Resources & Emiratisation
Ministry of Health & Prevention
Ministry of Foreign Affairs & International Cooperation
Ministry of Education
Ministry of Justice
Ministry of Community Development
Ministry of Economy
Ministry of Climate Change & Environment
Ministry of Energy and Infrastructure
Ministry of Finance
Ministry of Culture and Youth
Ministry of Industry and Advanced Technology
Federal Authority for Identity, Citizenship, Customs and Port Security
Etihad Water and Electricity
Emirates Post Group
General Pension and Social Security Authority
Federal Tax Authority
General Authority of Islamic Affairs and Endowments
Zakat Fund
Telecommunications And Digital Government Regulatory Authority
Securities and Commodities Authority
Central Bank of the United Arab Emirates
General Authority of Sports
General Civil Aviation Authority
Emirates Schools Establishment
Emirates Health Services
Higher Colleges of Technology
Zayed University
United Arab Emirates University
Federal Authority for Government Human Resources