All businesses should have a "should have" list, especially to drive your customer's experience. 

For example, a restaurant's customer-focused must-have list could be a clean restroom, a warm greeting, clean dishes, good food, and more.

The "should-have" doesn't have to be physical items like a bottle of water. It can also be a "must-do" such as returning a call within a specific time frame. Create your own customer-focused musts and discuss them at your next team meeting.