Service Hero is predominantly an online survey that runs annually. We adhere to the research protocols of ESOMAR. We report scores and findings on a 100 point scale. Our reporting uses the single question, “your overall satisfaction” as the basis for the index instead of using an equally weighted average.

What the index measures

The Service Hero Customer Satisfaction Index measures the key drivers for service. The Index measures over 400 private sector brands in Kuwait and UAE using the following 8 service dimensions:

Reliability, speed, product quality, value, location, staff quality, call center and website.

The Index also asks you to rate overall satisfaction, loyalty and comparison to an ideal.

  • Expected service before being served
  • Actual experience after being served

Finally, open ended comments allow you to share additional feedback.

Who the index benefits

As the regions only 100% consumer-driven satisfaction index, the Service Hero Index helps shape customer service on two levels:


Are empowered to rate and shape the level of everyday service they receive.

By participating in the Service Hero Index, consumers can:

  • Be part of the only online survey in the Arab world to measure customer service standards
  • Take an active roll in measuring, reporting and improving service standards in the region
  • Utilize a direct link to praise or criticize companies they interact with on a daily basis
  • Enter a chance to win prize(s)


Sets a benchmark for service standards and becomes the first Arab nation with a customer satisfaction index.

As a yearly survey with 10,000+ annual ratings, the Index's rich data set sheds light on a number of country-level details. The Free country reports helps learn about the following:

  • Overall country service standards
  • Industry category standards
  • The top three highest rated companies in UAE and the top three nominees for each category
  • Areas of strengths and weaknesses according to the service dimensions measured
  • How different demographic groups assess service
  • Trends in service over the years

The Service Hero Index employs the following to ensure results which are statistically relevant and reliable:
Validity & compliance
Reviewer authentication

A number of measures ensures only authentic assessments are included in the Index. These include identity confirmation as well as IP and phone number cross-referencing, among others.

Validity & compliance
Statistical rigor

A minimum of 300 ratings per service category is required for a category to be included in the Index.

Validity & compliance
Independent Advisory Council

The Council is comprised of leading academic institutions and neutral business professionals with no commercial interests in the Index findings. Its function is to supervise the assessment and to ensure fair and empirical results that adhere to international procedures and norms.

Validity & compliance
Procedural standards

Service Hero is a member of ESOMAR, adhering to international market research protocols.

Validity & compliance
Star ratings & trend calculation

Star ratings are based on a rolling 24 month assessment period. They are calculated using a standard deviation of the annual Service Hero National Customer Satisfaction Index. Trend lines are based on a rolling 12 month assessment period. All data is subject to periodic cleanup and authentication procedures and may vary slightly with time.

Individual users are the foundation of our results. Using rigorous analytical and filtration methodologies, Service Hero does its reasonable best to subject user feedback to its validation protocols and data analysis logic as applied by its indexing system platform, providing statistical accuracy and impartiality in its reporting. Legal disclaimer

Validity & compliance

Our database is backed by 256-bit SSL encryption which is referenced against a backup database.

Did you know?

Consumers overall interact with brands the most on a monthly 31% or weekly basis 31%.
View them