When I first read about Ron Kaufman’s
workshop a few days ago, the words “Service Vision and how to articulate this
vision...” caught my attention, and I immediately decided to attend the
workshop without any second thoughts, as I was thinking of something very
similar for my business at that moment. I felt this could be a perfect
opportunity to learn more on servicing our many internal and external customers
at inlingua. After attending the workshop on Friday, I felt it was worth the
investment in time and effort. Meeting Ron for the first time, I saw what an
amazing speaker he was, with tons of energy and passion. A man on a mission to
uplift the quality of service standards worldwide. What I also liked was the
way Ron made it highly interactive and at every opportunity helped us review
the culture building activities at our organizations and inspired us to embrace
a new and uplifting service culture. Even though it is difficult to capture in
a few words, the numerous examples and case studies that he shared, just a few
basic points shared here to serve as a future reference to myself and my
service partners.
Service is when someone
takes action to create something of value to someone else.
Service Excellence is taking the next step UP to create
more value for someone else.
Service Excellence Culture exists when everyone in the organization
puts this to work every day.
Six Levels of Customer Service
§ Criminal service is really bad. It’s service that violates
even minimum expectations, customers are angry enough to call you and complain
about.
§ Basic service is disappointing. It’s the bare minimum
that could be provided and once the service is rendered the customer may not be
disappointed enough to complain; However, he will remember not to call you for
that kind of service again.
§ Expected service is nothing special. It’s the average, the
usual, the norm. The customer might come back to you, but only if no better
options exist.
§ Desired service is
what your customers hope for and prefer. They’ll do business with your
organization again because you do things for them just the way they like it.
§ Surprising service is something special, like an unexpected
gift. It gives your customers more than they expected. This makes you an
organization that customers enjoy and will come back to again and again.
§ Unbelievable service is astonishingly fantastic. This is the
level of service your customers can’t forget, the legendary treatment they will
tell all their friends about.
We first need to identify
our current level of customer service and continuously look for ways to step UP
the stairs. The stairs here is like a down escalator. If we do not try and step
UP two steps at a time, we would go down the stairs, especially, since the
competition is also looking for ways to raise their own standards. So look for
ways to surprise your customers at some point of the service by offering them
something that they value. For e.g., in a restaurant the food, ambience,
service etc., could all be expected, however, if the music is really special
then customers would come back.
How do we UP our service
and build an uplifting service culture?
By
involving Service Leadership at the top, integrating Service Culture throughout
the organization and engaging in continuous Service Education as a fundamental
necessity.
1.
Service Leadership -
• Choose and declare service as top priority
• Be a great role model - walk the talk
• Build a service language - talk the talk
• Measure what really matters
• Enable and empower your team
• Remove the roadblocks to service
• Sustain focus and enthusiasm
2. Service Culture – The 12 building blocks of service culture are: Common service
language, Engaging service vision, Service staff recruitment, New staff
orientation, Service communications, Service recognition and rewards, Voice of
the customer, Service measures and metrics, Service improvement process,
Service recovery and guarantees, Service bench marking, Service role modeling.
The entire organization needs to be aligned with a common service culture and
the same needs to be implemented and integrated within the process by
continuous education. More tips on –
3.
Service Education –
· Be Flexible – Educating the entire
staff to be sensitive and flexible to customers’ needs helps, instead of just training
the front line staff to follow the process. Service
excellence sometimes calls for doing things a little differently than normal.
Bending rules occasionally to deliver can leave a very positive impression.
Look for rules that can be changed or
adapted when required. Of course some rules like safety, security, integrity,
legal compliance, health should never be bent. But when you can be flexible,
perhaps you should. For e.g., when a guest has to leave the hotel very early,
serving them breakfast even before the restaurant opening time, could leave a
very positive impression.
· Fix your Perception Points – Customers form their opinions through a
series of “perception points;” every moment as they see, hear, touch, feel,
smell or taste your products, people, packaging, places, promotions, policies
and procedures. Your entire business is vulnerable at the lowest point in that
chain. Find them to improve customer service quality. For e.g., the chef may be world-class,
waiters polite and the restrooms sparkling clean, but if you are served by
someone with strong body odour, the chances that the customers come back would
be low. More on –
Words you chose
to use - Every word and
phrase you choose conveys mood, tone and meaning. Remember, customers and
colleagues come in every possible stage of enthusiasm, anxiety, understanding
and confusion. From the customers’ point of view, which words and phrases sound
positive and helpful, appreciative and respectful, inviting and secure? Which
words sound cold and confusing, overly technical or even condescending? Make a
list to improve customer experience.
Appreciate Customer Complaints - Each person who brings a complaint is
representing numerous other people who had a similar issue but didn’t bother to
tell you. From that perspective, complaining is an act of customer loyalty.
Somebody who is disloyal would simply go to the competition or hurt you. More on Customer complaints- http://www.travelmarketreport.com/business?articleID=7308&LP=1
· Step UP at every point – It isn’t just great products that guarantee
business success. Apart from an excellent product, a company must have a good
and rapid delivery system to ensure faster reach, have an uplifting customer
service mindset, and should build stronger partnerships with their most
valuable clients, suppliers and employees. More - http://oldwebsite.ronkaufman.com/articles/article.partnership.html
· Styles
of Service – Constantly look for creative ways forward and become
“Service Champions” and motivate and inspire the customers instead of just
directing or educating them. The 5 styles of service are:
1. Direction: Explaining in clear and real terms. For instance an
IT specialist might just give what commands needs to be typed to fix a glitch.
2. Production: Resolving an issue quickly and efficiently, and
not just directing the customer to fix it themselves.
3. Education: Being patient educators and teaching/tutoring the customers while helping
them resolve something.
4. Motivation: Provide verbal responses that make customers feel
right by saying “that is a good choice” etc.
5. Inspiration: Create a real person-to-person connection with
your clients by caring about their well-being. This starts with a sincere, “How
are you today?” and ends with, “Thank for you this opportunity to serve you.”
One
of Ron’s favorite example is of Singapore Airlines. He often cites examples of
how they consistently deliver exceedingly good customer service and how the
staff take pride in being part of this airlines even though the pay isn’t all
that great. Their commitment to customer service, training and support to the
staff, consistent internal and external communications, rewards and recognition
programs make them the best and allows them to win frequent awards for the best
service, besides being profitable since the very beginning. More on their success story could be found on http://oldwebsite.ronkaufman.com/articles/article.sia.html
Coming
back home after the workshop, I tried to gather more on the customer service
principles and found some very good information on the web. Apart from the links
shared above, Ron’s website http://www.upyourservice.com is also very informative. He is certainly a man on a
mission and loves to entertain his audience while at the same time educating
them. Loved his animated presentation style. His unbelievable energy and
passion towards service commitment also sets him apart. May he succeed in his
mission in uplifting the service culture worldwide. After all, like he says,
service is the currency that keeps the economy moving!
-
Savitha Reddy