A standard of Excellence is reliable ground to make sure that you not only continue to serve your customers in the best way but innovate new ways to serve them better. If your aim is to exceptionally serve your customers, the standard for that service is excellence. You aim to make things better.
In this way, you make your competitor irrelevant. Sure, you should be aware of what they're doing, and what they're doing better than you. But also, you keep prodding at your work to serve your customers in your context. What can you do to improve your value-offering as you seek to get better on your own?
And, you also make short-term customer complaints irrelevant. Maybe these customers are right. But they're not. Either way, you are working to improve your offering and provide better value. Sometimes reacting to immediate complaints will set you off course and destroy the effort you need to make. Be driven by sustainable, focused, and disciplined effort to make your business better, as you pursue a standard of excellence.

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