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What does a butterfly have to do with customer service?  The “butterfly effect” refers to the idea that a butterfly’s wings might create tiny changes in the atmosphere that may ultimately alter the path of a tornado.  The flapping wing represents a small change in the initial condition of the system, which causes a chain of events leading to large-scale alterations of events.  If the butterfly had not flapped its wings, the trajectory of the system might have been vastly different. 
You don’t need to wait to see if the whole organization is going to get on the bus to improve customer service.  You can be a catalyst by flapping your wings and begin creating great customer experiences within your area of influence.  By making a small change for service excellence in your area, it can lead to a chain of events that may determine the direction of the organization culture.  Because while the butterfly does not “cause” the tornado in the sense of providing the energy for the tornado, it does “cause” it in the sense that the flap of its wings is an essential part of the initial conditions resulting in a tornado, and without that flap that particular tornado would not have existed. 

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