Frontline employees--the people behind the counter, on the phone, in the cloud, and walking the floor--possess a large measure of control over the customer experience. Their actions determine whether a customer becomes a brand evangelist or detractor. Understanding how best to motivate these employees--and designing processes and strategies to ensure that they’re empowered, energized, and personally vested--is at the core of delivering standout service and creating a compelling brand experience. Here are four critical areas to consider when creating a standout experience.