The modern era is characterized by the rapid acceleration of change and development where the main objective is to satisfy the requirements of the customers whilst focusing on the quality of the services provided. It also draws attention towards the development of the human resources- that consists of individual, government or business organizations, or any other institutions- to keep pace with the globalization and improve the services by the introduction of modern technologies.
Most of the government institutions and business organizations are investing their focus and attention in the development and training of their staff and members, to maintain the reputation and prestige of their organization, by increasing and improving their efficiency in providing customer satisfaction by the introduction of various modern technologies and services, to build a long term relationship with the customers.
Customer service and customer relationship management has become an important area with the radical development in the field of information technology that provides improved and better services. The Middle East Excellence Awards Institute provides valuable guidance to the government and business organizations regarding the new innovations and technologies in the field of customer care service and the use of various interactive applications to achieve excellence in this sector, considering the substantial role that this sector plays in making the regional and international organizations globally competitive.