The role of information collection, dissemination and usage in the delivery of an excellent service is examined. A user's perspective is adopted and information is regarded as that which alters a mental representation. Companies have very different information cultures with regard to service quality information. There are four listening clusters: the deaf organization, the hard of hearing organization, the selective hearing organization and the total listening organization. Many individuals and organizations are poor listeners. Listening is difficult and costly and it is usually more satisfying to be on the offensive. Empathetic, active, and interested listening is a key to success. Listening to the customer and translating what is heard into an action plan is a mark of a successful organization. A well-designed broadly-based service quality information system raises the probability that a company will invest service improvement money in ways that actually improve service.