In recent years, customer service has been a relevant strategy for organizations worldwide, since it allows the generation of a competitive and differential advantage, being the aim of the Superintendency of Industry and Commerce (SIC) in Colombia. The SIC is an entity for which is important to provide satisfactory care, translating into a unique and highly valued experience by citizens in general. Being a public entity, SIC does not pursue monetary goals, but it is necessary and vital for it to be recognized and recommended for its excellent service. The efforts made to achieve this objective have been framed in traditional training activities; However, these training actions do not seem to be sufficient since citizens continue to express complaints and claims related to the service they receive, generating a call for attention to the entity for implementing innovative service tactics, as its expectation in terms of user satisfaction is high. Starting from there, the problem that is sought to be solved with this work consists of identifying attributes that should be considered in order to achieve a better service provision to users of both face-to-face and virtual channels. Those lead to the design of a strategic service plan in which focused and integral activities are reflected.