A few years ago, while participating in our graduation video, I uttered a phrase that elicited laughter from the crew—my friends. I said, "Kami siap melayani anda," which translates to "We are ready to serve you." Little did they know that, even then, before embarking on my medical career, I held that sentiment with utmost seriousness. I understood that medicine is fundamentally about being prepared to serve others, and service excellence lies at the heart of healthcare. Back then, I may not have been familiar with terms like "service excellence," "patient-centered service," or "patient experience," but the essence of these concepts has grown more evident to me over time. As healthcare providers, we should always stand ready to offer the best care we can provide. Hospitals and healthcare, by extension, are inherently complex services due to the unpredictable and emotionally charged nature of health itself. Healthcare deals with issues o