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We describe an intervention undertaken to improve service quality in a public sector institution. More specifically, our service quality initiative focused on improving the work behavior and job attitudes of employees in a job category that is often overlooked, yet which is integral to the success of most public (and private) sector organizations—administrative assistants. In colleges and universities it has long been customary at the end of each academic year to recognize the outstanding achievements of faculty and students; however, administrative assistants have traditionally never received any accolades. A recognition and reward initiative for administrative assistants was implemented during the three academic years (2003/2004 through 2005/2006) as part of a service excellence initiative. Data on service quality were collected on an ongoing basis by an independent entity, Educational Benchmarks, Inc. After the …