Business and non-profit organizations need sustainable competitive advantage, rival businesses might easily match your prices or products, but will find it harder to infuse the business with an outstanding customer service ethic. To be profitable a good customer service frees the company from the downward spiral of competing on price because people will pay more for great service. A productive, stress free work environment, great customer services mean happier customers, happier tea m members and less conflict at work. Satisfying customers first time means less money is wasted taking complaints and correcting mistakes, particularly important in public sector organizations where there is no obvious profit to track, but there can be a lot of hidden wastage. Important for attracting future customers and investors, and essential for the credibility of non profit organisations