Service excellence isn’t about exceeding customers’ expectations. Instead, it focuses on delivering what is promised and dealing with any problems or queries that arise. Good customer service interactions with customers raise the likelihood of business success and maintain a sustainable competitive edge. Therefore, ACG (Abdin's Consultancy Group) collaborates with almentor to shed light on the "Retail Transformation Program", which focuses on the impact of customer service on brand reputation, and how good customer service turns customers into brand ambassadors.