Since the onset of the recession, the importance of people as a driver of service excellence has increased substantially--even more than the importance of price, according to a J.D. Power cross-industry special report titled, "Beyond Satisfaction: J.D. Power 2012 Customer Service Champions--Brands That Deliver Service Excellence to Maximize Business Results."

During the recession, many businesses cut costs and turned to automation technologies to handle customer needs, which had the effect of raising the importance of people in the service experience.

"Consumer expectations have heightened since the onset of the recession," Gina Pingitore, chief research officer at J.D. Power and Associates. "While value is important, consumers want more than simply the lowest price or a product that is just good enough. They expect a superior product that is delivered in a compelling presentation, through fast and easy-to-understand processes that are supported by responsive and concerned people. In addition, the price must be perceived as fair and competitive."