It starts at the top. The chief executive and top management team must be sponsors and champions. They must ‘walk the talk’, own the communication process and ensure initial and on–going focus on standards in every employee briefing.
Each service standard must have a management owner, who is accountable for the delivery of the service. Performance against standard will normally be a feature of that individual's annual review.
The management owner will also have the authority to implement process and other changes to improve operational performance. But there is no copyright on ideas, so all colleagues should be encouraged to make suggestions for performance improvement.