Disney are a wonderful example of how to create competitive advantage within your market place. Disney recognise that their parks need to be clean but that the sweepers - or cast members as they are called - are more than that, they are customer service people. Visitors to the park approach the sweepers for all kind of advice from where to buy something, to which rides have the longest queues. Disney recognise that after a certain point cleanliness of the park cannot be a differentiating factor - so they invest in customer service training for the sweepers. If they are to create "The happiest place in the world" then the sweepers have a key role to play.
Do you know how each person can contribute to your company vision? Do you know what will make the difference to the customer experience?
Do you measure the receptionist purely on calls taken or the service they give the customer?
Do you measure a credit controller purely on cash collection or how quickly they resolve customer queries or problems?