Preparing for the Global Star Rating System for Services
We prepare service centres and digital channels for the Global Star Rating assessment: we measure the customer experience as the assessor will see it and close the gaps before the official assessment.
About Global Star Rating System for Services
The Global Star Rating System for Services is the UAE Government's system for rating service delivery channels, launched in 2011. It rates customer happiness centres, call centres, websites and smart applications from 2 to 7 stars, based on an independent assessment of the customer experience.
Official site: gsr.ae
What the system rates
Customer happiness centres
We prepare for thisCall centres
We prepare for thisWebsites
We prepare for thisSmart applications
We prepare for this
How assessment works
The system's framework has eight pillars in three groups:
Strategy
- Strategic Alignment
Service Delivery
- Customers
- Services
- Channels
- Customer Experience
Enablers
- Service Efficiency and Innovation
- People
- Integrated Technology
What that means for your file
- The assessor sees the service as the customer does: we run internal mystery-shopper rounds ahead of the official assessment.
- Every touchpoint has a written, measured service standard — not an unwritten habit.
- The voice of the customer is a closed loop: a complaint or suggestion, then an action, then evidence of the effect.
- Front-line staff are part of the assessment: their training and empowerment show in the experience before the paperwork.
Where we work with you
Customer experience
Customer journey mapping, written service standards for every touchpoint, and internal mystery-shopper rounds ahead of the official assessment.
Learn moreResearch and surveys
Customer satisfaction and happiness measurement with a sound method that stands as evidence before the assessor.
Learn moreTraining service teams
Training programmes for front-line staff and service centre supervisors.
Learn moreHow we prepare you
- 1
Listen
Interviews, mystery shopping, complaint analysis and field observation to see the journey as it truly runs.
- 2
Map & Measure
Mapping the journey and attaching numbers to each stage: duration, drop-off, complaints, satisfaction.
- 3
Redesign
Removing steps that add no value, ranking improvements by impact and effort, and designing the target experience.
- 4
Enable & Track
Training front-line teams, running the review cycle, and tracking the indicators until results hold.
Frequently asked questions
What is the difference between customer experience and customer service?+
Customer service is the moment of direct contact with an employee. Customer experience is everything the person passes through from realising they have a need to well after the service is delivered — finding the right entity, understanding requirements, waiting, following up. Most real pain points sit outside the moment of contact.
Do you run the satisfaction measurement yourselves?+
Yes. We design the instrument, choose the sample, collect, analyse and deliver a report with prioritised recommendations. We can also enable your own team to run later cycles themselves, which is what we recommend for sustainability.
How long does a journey design engagement take?+
For a single service: four to six weeks to an approved map and improvement plan. For a full service portfolio in a mid-sized entity: three to five months, depending on the number of services and channels.
Let's establish where you stand
Tell us where you stand and what you want to achieve, and we will come back with an initial view of scope, duration and investment within two working days.