What Is Dubai Service Excellence Scheme The Dubai Service Excellence Scheme is an initiative of the Government of Dubai, Department of Economic Development aimed at promoting excellence in customer service and recognising businesses that provide excellent service for their customers. The scheme is not an award, it is membership based where members comply with the code of business ethics and satisfy the criteria for customer service excellence. Members of the scheme will receive a certificate, a crystal trophy, window stickers and badges. Click here to see list of DSES members.