The Middle East Excellence Institute, based on research and studies, recognizes and honors those government and business organizations that have displayed and extended efficient performance in various sectors in creating a favorable climate for comprehensive services and projects that meet the expectations of customers through the development of innovative services to pursue the quality of excellence in promoting happiness and positivity as a core value in order to survive and develop strategies according to the international standards for a strong and sustainable economy. 

The award serves as a performance measurement indicator that recognizes the tireless efforts put in by the institutions made in spreading happiness and positivity. It honors the path-breaking achievements of government and business organizations and their outstanding contributions towards embedding the values of happiness and positivity, and in turning aspirations into tangible achievements, for individuals, organizations, societies and nations. Besides highlighting the outstanding achievements, the award also draws attention towards the latest techniques and technologies in this field that would improve the level of performance of the services to enable it to compete with global competitiveness.

• Honoring institutions and personalities that have contributed to the significant role in the development of pioneering work initiatives and form a distinct delight for happiness and positivity initiatives.
• Explore the global developments, studies, strategies and best practices to provide mechanisms of happiness and positivity
• Highlighting the tireless efforts of Banks for Creating Positive Customer Experiences at the local and international level.
• Developing and encouraging the implementation of modern management tools and strategies 
• Honoring the path-breaking leaders in various fields of government and business organizations for their outstanding contribution towards excellence in all sectors.
• Supporting excellence in customer relations and gain competitive and economic advantages to enterprises management applications according to the international standards.
• Highlighting the latest technologies, knowledge management strategies and competitive advantages of customer care services in the various economic institutions
• Creating a supportive environment for promoting a culture of quality customer care service and applying performance measurement indicators in various institutions to account for the needs and requirements of the customers
• Highlighting initiatives to address the suggestions and customer complaints in a transparent, effective and positive manner to improve customer care services for high level customer satisfaction
• Creating a spirit of innovation and development, to maximize the intellectual capital of the institutions and their exceptional satisfaction and confidence for the sustainable development of the region