BENEFITS, CHARACTERISTICS, COMPONENTS, AND EXAMPLES OF CUSTOMER-ORIENTED MISSION STATEMENTS

Fred R. David
Francis Marion University

Forest R. David
Strategic Planning Consultant

Meredith E. David
Baylor University

ABSTRACT

This study identifies mission statement benefits, characteristics, and components and demonstrates how these statements can be written to enhance customer service. Mission
documents can be found in the front of annual reports and on corporate websites and often are displayed throughout a firm’s premises and distributed with company information sent to
constituencies. The statements are part of numerous internal reports, such as loan requests, supplier agreements, labor relations contracts, business plans, and customer service agreements.The content and character of these statements matter for organizational effectiveness. This study reveals the benefits of having a customer-oriented mission statement and provides direction for writing these documents. Based on the characteristics and components presented herein, ten
exemplary statements are written and proposed in this study.

Keywords: Mission, vision, mission statements, mission components, creed statements, statements of purpose, value
statements