“5. Processes must be regularly updated to ensure they reflect customers’ ever-changing expectations for service. The top ten most important processes—those deemed to have the biggest impact on driving and sustaining customer loyalty—must be singled out annually for an “alignment check” and tune up. Today, customer expectations change at supersonic speed as customers are influenced by their service experiences with organizations of every type and effectiveness. Staying in touch with these ever-changing customer service expectations is crucial to an organization’s success. Just as you would expect a complete checkup from your doctor during an annual physical, so too should your most important processes undergo the rigors of an annual evaluation of their effectiveness at delivering or enabling service to customers in an appropriate fashion.”