Service is the creation of value for customers.

Quality is the creation of value for customers.

Value is created by a product or service; it is what matters to customers that determines ‘value’.

The relationship with the customer is everything. If it is right, you are assured continued business, loyalty and word-of-mouth advertising.

Customers have emotional experiences of the organisation, these drive their perception. The word ‘perception’ is used deliberately. It is not enough to deliver good service. The customer must perceive that it is good service.

Think of any organisation you regularly deal with. How do employees treat customers with special needs or problems?

As an annoyance or as an opportunity? How often do you have to run the ‘organisation maze’ from one department to another to get your needs met?