More and more organizations understand that an excellent customer focus is perhaps the most crucial success factor for their organization. Focusing on cost reduction and operational excellence alone does not lead to a competitive advantage. In the Netherlands, organizations such as bol.com, Carglass, Coolblue, and KNAB Bank have set their branches’ tone. They have put the customer at the center of everything they do. Service excellence goes further than just the consumer. A customer, employee, consumer, supplier, distributor, contractor, or partner is involved in almost every process step.