Improving America's service

Berry, Leonard L.
December 1992
Marketing Management;1992, Vol. 1 Issue 3, p28
American service organizations must correct commonplace blunders if they are to achieve service excellence and market strength. By listening better to customers and employees, companies can stop spending money on the wrong priorities. They must design and update delivery systems properly and avoid the temptations of quick fixes with only short-term value. A successful future requires an investment in quality-minded leadership and sensitivity to the market's demand for fundamental fairness. Service excellence as a profit strategy is within grasp, if senior managers raise their aspirations, learn from past mistakes, and assume the mantle of service leadership.


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