The B2C Star program will recognize and reward businesses and organizations that practice outstanding customer service, as evidenced by the following qualities:
Respect: We value the differences of every person and their right to participate without bias in the workplace, their communities, and this country.
Honesty: We tell the truth in all situations remembering professionalism and compassion.
Trust: We trust in others and maintain our trust-worthiness so others will trust us in return.
Integrity: We do what we say we will do—even when no one is watching—regardless of the cost.
--National Customer Service Association