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It is always risky to use the word auditing in the title of an article. People start to get goose bumps and look over their shoulder for the auditor's presence. No matter how many articles are written on the “friendly auditor,” no one really believes them. This article is not about being audited or even befriending auditors. It is about taking key concepts from the auditing field and using them to your advantage.

This paper describes a customer service initiative in a global telecommunications cooperative, the accepted industry leader in technical quality. Not only are the customers multicultural, but the staff is diverse as well. As opposed to the traditional top‐down approach, the INTELSAT initiative originated with middle management. Two groups were formed, each charged with improving a complex, multifunctional ordering process associated with about 50 per cent of revenues. As the groups progressed, each had its own issues, successes, and problems. Although the groups differed considerably in composition, both achieved success, as measured by customer feedback and internal metrics. A final section covers conclusions and recommendations.

Service management has underestimated the importance of a process description in achieving service and organizational excellence. What service managers need is a methodology for describing service processes. Recommends the use of the structured analysis and design technique (SADT), a methodology particularly suitable for activity‐based processes. It can be used to help service providers obtain a better picture of the processes in which they participate, achieve improvements in service delivery, foster internal communication, and even design a service. Illustrates in two models the concepts of the SADT and its graphics language – the first developed in a professional service firm, and the second in an academic setting. Evaluates the SADT against eight criteria and concludes that the SADT is a versatile and useful modelling methodology that will help service management and employees reach organizational consensus on a service process.

Describes how customers potentially influence the satisfaction and dissatisfaction of other customers in many service environments. Explains why service marketers and operations marketers should be aware of the impact of such customer‐to‐customer relations. Examines the issues of customer compatibility and customer behaviour, finding that the classification of compatible and incompatible behaviours is often situation‐specific. Explores how the way customers affect each other can be positively influenced.

A small group of pioneering founders led the creation and early evolution of the service research field. Decades later, this article shares timeless service wisdom from ten of those pioneering founders.

Bowen and Fisk specified three criteria by which to identify a pioneering founder. In total, 11 founders met the criteria (Bateson, Berry, Bitner, Brown, Chase, Edvardsson, Grönroos, Gummesson, Parasuraman, Schneider and Zeithaml) and were invited to join Bowen and Fisk – founders that also met the criteria as coauthors. Ten founders then answered a set of questions regarding their careers as service scholars and the state of the field.

Insightful reflections were provided by each of the ten pioneering founders. In addition, based on their synthesis of the reflections, Bowen and Fisk developed nine wisdom themes for service researchers to consider and to possibly act upon.

The service research field is in its fifth decade. This article offers a unique way to learn directly from the pioneering founders about the still-relevant history of the field, the founders' lives and contributions as service scholars and the founders' hopes and concerns for the service research field.

This tribute to Dr Pierre Eiglier, who passed in February 2020, was prepared for the “17th International Research Conference in Service Management 2022” in La Londe les Maures, France. Tribute is defined as, “an act, statement, or gift intended to show gratitude, respect, or admiration”.

Sampled Pierre's publications; consulted the 1993 Journal of Retailing “Special Services Issue” on the evolution of the field; collected reflections from another founder and two of Pierre's former doctoral students who have helped co-chair the La Londe conference and drew from my own interactions with Pierre over the years at La Londe.

In the mid-1970s, Pierre was one of the first to specify the unique characteristics of services vs products, and the implications and introduced, with Eric Langeard, the “servuction” (service production) model, highlighting customer participation in the servuction process and determinants of the service experience. Pierre continually applied a synthesis of systems thinking, researcher–practitioner interaction, and interdisciplinary/cross-functional perspectives.

Pierre's contributions came at a time when marketing practice was geared largely toward products/goods, yet the service sector was growing. Pierre's pioneering framing, along with other founders, of service attributes, service models, and the service experience had much-needed implications for services marketing practice.

This detailed tribute to a service field founder is, regrettably, quite original; too rare. There is value in revisiting these founding contributions which often were broader and more interdisciplinary in perspective than now.