On Tuesday morning, Kelsey watched with interest as Professor Hartley called the students’ attention to the words on the projection screen:

  I  –  Ideal Service         

C  –  Culture of Service

A  –  Attentiveness        

R  –                                   

E  –                                   

“Once an organization has clearly identified its service vision,” the professor began, “the next step is to get clear on who its customers are and what they want. This is called being attentive to customers.” He tapped on his laptop and revealed the next slide.



Knowing your customersand their preferences.

“I’d ...

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