Delivering great service means having faith. What do I mean by faith? Faith is belief in something we have no proof of. We may think that standing up and shaking our customers’ hand will bring the customer back but, we really don’t have proof they come back because of that greeting. But, companies that deliver great service knows that it does, they have faith. Companies that lack faith take a long time to may key decisions and then will change their minds quickly when they don’t see immediate results. Companies with faith will move forward quickly with ideas and change their minds slowly. Faith is about measurements; you have to put up units of measurements to know you are moving towards your big picture. If your big picture is to live a healthy life style, and you have the courage to get on a diet and exercise plan to lose 10 pounds, what will you buy at the store to help you know you’re on track, probably a bathroom scale, right? The scale helps you keep the faith. If you paint a vivid big picture of what service should be and you have the courage to take action on it, then you need to make sure you put up sign posts, measurements that shows you’re on track.