Do you know what your customers truly want from you? How do they receive your services offerings in the way that works best for them? What is the service experience they are seeking? Many of today’s most successful and innovative companies know that “merely good” customer service is not good enough. In their ongoing efforts to remain competitive, they have abandoned the existing service model with its built-in cycle of failure that punishes customers, employees, and shareholders because it no longer works. Instead, all these organizations large and small, public and private, and for-profit and not-for-profit have embraced a more effective approach advocated by Nobel Mantrich Service Marketing Centre through the analysis of firms excelling in services.