A company's culture is its identity. It's what sets it apart from its competitors and attracts top talent. A strong service culture is critical to building and sustaining value in any business. Here's why.

Team psychologists, Hackman and Wageman, define a positive service culture as a set of shared values and beliefs that guide collective action and shape individual behavior within an organization. It is the foundation upon which companies are built and successful teams are developed. It is a promise made to the public that speaks to reliability, accountability, and loyalty. There are countless examples of companies with strong service cultures—Zappos, Four Seasons, Southwest Airlines, Disney, to name a few—that have achieved long-term success due to their unwavering commitment to delivering consistent and superlative customer experiences. 

There are three primary benefits of having a strong service culture: increased employee engagement, improved customer...