This second volume addresses the way in which an organization that has established itself with sound principles of excellence can extend this to the mutual benefit of the customer, themselves, their supply chain, and the wider community by going beyond adopting excellence in service, into ensuring that a passion for service is the dominant logic for the entire business, so that it is truly embedded into the business model.

Chapter 1 focuses on how outstanding service can add value to whatever the product or service offering of the organization may be, and how the environment, customer roles, and the team contribute to that service offering. Chapter 2 explores how loyalty creates mutual benefit, and value to all stakeholder groups. The final chapter considers the role played by innovation, and effective management of the product life cycle, including discontinuation or phasing out.