Your service vision should be unique and powerful. Customers should hear it and say, “Yes! This is who you are.” Employees should read it and say, “Yes! This is who we want to be.”

Organizations often have written statements declaring their commitment to superior service. While the intentions are good, many of these statements are not distinctive, motivating or clear.

Here are 3 guidelines you should consider when crafting your service vision:

Profitable every year since the beginning, Singapore
Airlines (SIA) frequently wins international awards for
top customer service and in-flight quality. Here’s how they do it.