| Summary: | This paper examines the importance of stakeholder’s participation in forming a service strategy within companies. Vodafone Iceland formed a new service strategy based on Vodafone Global ‘s (VG) ideolody with some adjustments to the Icelandic market. The purpose is to coordinade service and procedures within the company to enable superior customer service. The goal is to increase both customer and employee satisfaction as well as the project is a preperation for imlementation of the strategy itself. Forming the service strategy requested multible projects to be conducted. After planning the project, fiction was read to secure professionalism. Customer service research were analized, workshops were held with employees and a group from Iceland visited the headquarters in London for benchmarking ideas at Vodafone Global. Results showed that customers want good internet connection, easy access regarding to information, less waiting time and employees to show more initiative and knowledge. In addition, they also want to be rewarded for good business. After the visit to VG, importance of automation in the nearest future was highlighted as well as employee education. Employees addressed that more training and education was needed for them being able to provide excellent customer service. They also mentioned that the management team needed to be more aware of short term goals, reward good performance and celebrate small victories. After processing above information the strategy was formed, reviewed be the board of directors and put together with all stakeholders benefits in mind. Next step in the process is to plan the implementation itself but for success, professional and well conducted forming was crucial. Keywords: Service Service stragety Customer satisfaction Employee satisfaction Tilgangur þessa verkefnis er að sýna fram á hversu mikilvæg aðkoma hagsmunaaðila er við mótun þjónustustefnu fyrirtækja. Vodafone á Íslandi hannaði og mótaði endurbætta þjónustustefnu út frá hugmyndafræði Vodafone Global (VG) ...
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