DED steps up Arabisation drive for retailers

dubai — The Department of Economic Development (DED) has stepped up efforts to Arabise purchase invoices and customer relations management in Dubai, with officials visiting shopping malls across the emirate to explain about the initiative.

During the visits, DED officials explain the best means of Arabisation and improving relations with customers. As per the initiative, announced by DED earlier this year, all commercial establishments should use Arabic as the main language in invoices and price tags as well as in their call centres and at reception desks, by the beginning on 2017. The transition will be monitored by the Commercial Compliance & Consumer Protection (CCCP) sector in DED.

Ahmed Al Zaabi, senior manager, Consumer Education in DED, said the visits are intended to help speed up the transition, which is in line with the directives of His Highness Shaikh Mohammed bin

documents to be arabised include price tags and price lists displayed in shops in addition to purchase invoices showing the product sold, quantity, and price Ahmed Al Awadhi, Director of the Department of Consumer Protection, DED

Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, to make the UAE a centre of excellence for Arabic language, and aimed to improve customer satisfaction.

“The Department of Economic Development seeks to encourage traders and retail shops in Dubai to use Arabic as the language, along with any other language of their choice, while dealing with consumers, and thus improve customer satisfaction and loyalty,” Al Zaabi said.

Al Zaabi added that the DED teams have noted remarkable level of interest among many traders in complying with the initiative primarily because they foresee improved outcomes in terms of customer relations, competitiveness and sustainable growth.

“The initiative stems out of an eagerness to serve all groups of consumers and offer them Arabic as an option across service delivery, from establishing contact with the retailer to purchasing and aftersales service.”

Ahmed Al Awadhi, director of the Department of Consumer Protection in DED, said the documents to be Arabised include price tags and price lists displayed in shops in addition to purchase invoices showing the product sold, quantity, and price.

“Traders can contact us on the Ahlan Dubai number 600 54 5555, for more information on the initiative, and to avoid delays or subsequent penalties in implementing the initiative. We invite all traders and store owners to help us implement the initiative, aimed to reinforce Arab values, consumer rights and relations between traders and consumers. It will also reaffirm the role of invoices, which are essential to any customer complaint or follow-up,” said Al Awadhi.

As per the initiative, which will help a large section of the non-English speaking community of shoppers in Dubai, all businesses should have Arabic speakers in their receptions, or in the first point of contact for customers, in order to receive feedback, inquiries, complaints and after-sales service requests. Call centres should also have Arabic speakers to provide information in Arabic.

— business@khaleejtimes.com