So many organisations waste the power of their people to change, re-invent and improve the customer experience. They cling to the belief that the relentless pursuit of de-humanised processes, rigid rules and levels of authority, centralised controls, and cookie-cutter training will minimise uncertainty and maximise return. It is usually the opposite.

To deliver a consistently special customer experience you need tens, hundreds or thousands of individual points of energy: the people throughout your organisation. Treat them as energy users to be instructed from HQ and they will drain your organisation of more power than the centre can ever generate. Treat them as energy producers, however, capable of creating ideas and innovations for improvement, and your business will generate sustainable power: the power that comes from trusted people doing the right thing by the customer.