To identify and recognize business and service excellence, associated service innovations and best practices that lead to customer satisfaction and delight.
To highlight the importance of business and service excellence in today's competitive and ever-changing business environment.
To showcase customer service as a serious business operation element and a profession.
To enhance professionalism in customer service and enhancing the motivation, pride and self- esteem of service professional further.
To introduce global standards in customer service at local level which shall help service individuals and businesses develop a customer- centric ethos and sustain it through required changes in design and delivery of services.