The Customer's Verdict: Elevating Service from Satisfactory to Excellent
It is not the organization that decides whether the service is excellent or not, it is the customer. Thus the customer should always be given opportunities to provide feedback on the level of service.
Where customer service is only satisfactory it becomes almost invisible to customers. They are not even aware of its existence, except when it is missing.
To be fully perceived and recognized, customer service needs to be excellent.