“This is achieved either by adding value to existing customers or by identifying the value expectations of new customers and coordinating channel assets, processes and capabilities of value to meet these expectations” (Walter and Rainbird, 2007). For customer satisfaction to become a core value, the organization should take the necessary steps to add it. Additionally, the organization must support core value added from top to bottom. The organization must communicate this value everywhere, provide guidelines, and create or implement a system to assess its value.