In the Disney version of the ancient tale, Aladdin is trapped on a Baghdad rooftop with the princess. He signals the princess to jump on the magic carpet, but she hesitates. So he asks her, “Do you trust me?”

In services, customers often have to make a leap of faith too.

All service encounters are predicated on trusting the service organization to perform its function as advertised. We trust the restaurant to keep a clean kitchen. We trust the doctor to give us a correct diagnosis and adhere to the correct protocol when treating an illness. We trust the tax preparer to keep us from being audited. We trust that the amusement park rides are safe. We trust that we’re “in good hands” with Allstate and ...

Get The Customer Service Solution: Managing Emotions, Trust, and Control to Win Your Customer’s Business now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.