Answer:
It is essential because offer a frame for all stakeholders about how the company works and prioritize at the moment of delivering goods or services.
Explanation:
In this example, UPS explicitly says to its employees and customers that Customer Service is one of the most important things, which it means for employees that every decision they take must consider the effects on customers, and for customers, that they will receive a service considering their needs and preferences. Culture is one of the main factors aligning expectations among customers and employees.
