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Describes the Bank of Ireland′s approach to the how, what and where of measuring service quality. Discusses the measurement strategy and the adoption of the Roundtable approach. Stresses the use of quality competitions. Discusses the introduction of service contracts and the use of customer surveys, culminating in a successful audit and the Bank becoming the first holder of the Quality Mark for service companies. Concludes that with adequate measurement systems in place, realistic quality related goals can be set and their achievement monitored. Contends that measurement of quality in a service environment may not be easy but it is essential if progress is to be sustained.