Hospitals operate in a competitive environment with increasing pressure to meet and exceed health care consumer expectations. Patient satisfaction, as measured by Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) scores, is critical to a hospital’s viability as it relates to reputation, patient retention, market share, and reimbursement. Service excellence is a key driver of patient satisfaction, yet even world class health care organizations experience service failures that require service recovery to turn around a dissatisfied patient. Effective service recovery contributes to a culture of excellence that improves patient satisfaction. This business plan proposes a formal service recovery program that provides the techniques, tools, and training for hospitals to perform service recovery successfully. Such a program can give a hospital the competitive edge it needs to distinguish itself from its competitors and capture market share to ensure financial sustainability.