The concept behind the book The Milkshake Moment (Wiley, 2008) was born out of author Steven Little’s frustration with a textbook example of failed customer service standards. He describes how he tests the room service at any hotel he stays at by asking for a milkshake. Inevitably, he says, ice cream and milk are available, but since it’s not a listed option, the milkshake request causes bafflement.

The problem, Little says, is that strict policies and rigid managers often block companies from the providing of good customer service. A major key to achieving business growth, he says, is avoiding systems that restrict employees’ freedom to act on their feet to deliver satisfaction.

Little’s keys to good customer service are centered on a framework that he’s labeled “TRUST” — an acronym covering the traits he says are essential for growth leaders:

Timely. Most businesspeople fill their days working on the tasks they’re most comfortable with. Successful leaders recognize the areas that really need their time.

Realistic. Positive thinking has its place, but unrealistic boasting about being “the best” won’t help any business.

Unscripted. The world is filled with skeptics, Little notes. People recognize propaganda, and they long for authenticity. Say what you mean, without buzzwords.

Sensitive. A knack for understanding others’ motivations and the ability to recognize the connections between seemingly unrelated phenomena are key.

Transparent. As Little points out, most of the political and corporate scandals of our time have more to do with cover-ups than the initial wrongdoing. Organizations that are transparent in their actions come out ahead in the long run.

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