In essence, if we want to direct our lives, we must take control of our consistent actions. It’s not what we do once in a while that shapes our lives, but what we do consistently.
While a service vision describes the experience you want to create for customers, a service standard communicates expectations of the attitudes, beliefs, and values—what we strive to be—in sync with the service vision to be delivered every time in a similar fashion across the organization. A service norm describes the actions, practices, and behaviors—what we strive to do—that ensure customers get consistent action, effort, or execution. It is the evidence.
For example, if the service standard is “we provide ...