The purpose of any service organisation ought to be to provide a high-quality service to its customers, which is improved continuously.
Initially it means finding out what matters to customers, turning those issues into internal measures and working on the sources of improvement. Subsequently, it means finding out more about how the customer uses your product or service and re-designing it to improve its usability from the customers’ point of view.
Ultimately it means innovation. Working with customers to discover new products and services, to discover new things that the customer would value.