ABSTRACTThe article discusses a professional services marketing and quality project conducted for the Financial Services Group, a division of a 10,000-member retail cooperative. The project combined primary and secondary research to obtain comprehensive information about the perceptions and expectations of customers, as well as the company's and its competitors' performance levels. The result of the research was a set of recommendations that were able to be readily implemented and helpful in enhancing customer satisfaction, market share and profitability of the Financial Services Group. In addition to outlining the impact of the changes in this company, the paper also introduces a generic framework for similar professional service providers to institute quality and service improvements in their organizations.