This company was in the service industry and competing with 3 other international players. The delivery and products were in line with one another. The company’s Marketing & Sales team thought and felt that the key differentiator in the marketplace will be service. The biggest challenge came up was how do they build Service as a differentiator. The management team decided after series of deliberation that they need to develop a service culture internally among its people. Thus, began a yearlong culture change event called “Customer First”.