In an era when health care organizations are increasingly expected to demonstrate the value of their offerings, the challenge of providing high-quality customer service has become more important than ever. Certainly, provider organizations are keenly aware of the need to satisfy their consumers and have the goal of improving the customer experience as an ongoing key performance goal. We would be hard-pressed to find a health care organization that did not believe that creating a customer-focused corporate culture is not important. After all, every business exists to provide goods or services that are needed, wanted, or valued . . .