Great customer service is rare. In fact, one survey found that while 80 percent of companies described themselves as delivering -superior- service, consumers estimated the number at a mere 8 percent.

The problem, according to service expert Steve Curtin, is actually quite simple. When asked what their work entails, most employees list the duties and tasks associated with their position. Very few refer to the true essence of their job, which should be their highest priority--to create delighted customers who will be less price sensitive, have higher repurchase rates, and...