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Oklahoma State University
Center for Sales and Service Excellence

Spears School of Business at Oklahoma State University

2019 Graduates

Welcome to the Center for Sales and Service Excellence

Exchanges between frontline employees and their customers form the basic building blocks of business. Successful interactions should leave both exchange partners with higher levels of satisfaction than before the transaction.

Our daily experiences with salespeople, service providers, or retail employees, however, often leave us less than satisfied. For example, one consumer survey noted that 89 percent of respondents had begun doing business with another company following a poor customer experience1. According to research in Consumer Reports, 64% of respondents had left a store in the prior year because of poor customer service; 67% had disconnected a call to a company’s customer service line without getting their problems solved2. And frontline workers often complain about how they are treated by the customers they are trying to help.

Does it have to be this way?

We don’t think so. Based on our original research, along with that of dozens of other scholars, we think that a “win-win-win” outcome is possible for customers, frontline employees, and the companies that employ them. And that’s what our Center is all about: Discovering the truths that underlie successful customer-employee interactions and training future managers to create satisfied customers and satisfied employees.

To learn more about how you can join us in this venture, click the appropriate link below.

1 “2011 Customer Experience Impact Report,” downloaded from on June 20, 2013.

2 “America’s Top Gripes,” Consumer Reports (July 2011), downloaded from on June 20, 2013.

News Story

Tom Brown poses with the May 2018 graduates

The Center for Customer Interface Excellence (CIE) in the Spears School of Business at Oklahoma State University may be just a name in a directory for many OSU students, but for marketing students, it’s the fast-track to industry success.

CIE’s goal is to focus on the point of connection between an organization’s frontline employees and its customers, providing a specialized education for students interested in careers in retailing, personal selling or services marketing. Students who are accepted into the program work toward earning the Certificate in Customer Interface Excellence. The program partners with businesses to provide students insights into a variety of industries. Participating companies benefit by gaining exposure with highly qualified job candidates.

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