In a harsh global economy, great service is the price of admission. Companies whose cultures aren’t built around the ability and the willingness—no, the eagerness—to delight the customer won’t survive. You know this. And if you’re a leader at a global enterprise, no doubt you’ve gained more than a few gray hairs worrying about it.

You start your morning running late and sprint into your local coffee shop for your morning cup of joe. As you breathlessly place your order, you notice the barista doesn’t smile at you. She utters a flat, “Here you go” as she hands you the steaming cup. “Why didn’t she put the cardboard sleeve around it?” you wonder irritably, as she moves on robotically to the next customer. As you bolt for the door, hands burning, you think, “Well, she was unfriendly... when did customer service get so terrible?”