Organizational excellence involves establishing an internal framework of standards and processes to engage and motivate employees in delivering products and services that meet customer requirements within business expectations. To achieve this, organizations must develop a clear service strategy. A service strategy outlines how the organization will provide exceptional service, aligning with its goals, values, and customer needs. It encompasses decisions related to service design, delivery, customer interactions, and continuous improvement. By defining a robust service strategy, organizations can set the foundation for consistently superior performance and exceed customer expectations2.