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CHAPTER TWO

Learn how to establish a service culture within your organization, understand the importance of customer-friendly systems, and implement strategies for promoting a positive service culture. Discover tools for measuring service effectiveness and separating average from excellent companies. Explore what customers want and how to meet their expectations.

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CHAPTER TWO

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  1. CHAPTER TWO Contributing to the Service Culture

  2. LEARNINGOBJECTIVES • Explain elements of service culture • Describe job responsibilities • Realize that delivery is same • Recognize customer-friendly systems • Implement strategies

  3. WHAT IS ASERVICE CULTURE? A service culture is made up of various factors, including values, beliefs, norms, rituals and practices of a group or organization.

  4. Service philosophyor mission Employee rolesand expectations Policiesand procedures Managementsupport Productsand services Motivatorsand rewards Delivery Systems Training DEFINING ASERVICE CULTURE ServiceCulture

  5. ESTABLISHING ASERVICE STRATEGY • Inspect systems and practices • Review how customer needs are addressed • Clarify provider roles

  6. CUSTOMER-FRIENDLY SYSTEMS • Typical system components • Advertising • Complaint resolution • Service delivery systems • Direct vs. Indirect systems • Third-party delivery

  7. TOOLS FOR SERVICE MEASUREMENT (1) • Employee focus groups • Customer focus groups • Mystery shoppers • Customer satisfactionsurveys • Customer comment cards

  8. TOOLS FOR SERIVCE MEASUREMENT (2) • Profit & loss statements/management reports • Employee exitinterviews • Walk through audits • On-site management visits

  9. STRATEGIES FOR PROMOTING POSITIVE SERVICE CULTURE (1) • Explore organizational vision • Communicate culture and vision • Demonstrate ethical behavior • Identify/improve service skills • Become an expert • Demonstrate commitment

  10. STRATEGIES FOR PROMOTING POSITIVE SERVICE CULTURE (2) • Partner with customers • Work with customer’s interest in mind • Treat vendors/suppliers as customers • Share resources • Work with customers • Provide service follow-up

  11. SEPARATING AVERAGE FROM EXCELLENT COMPANIES (1) • Executives spend time with customers • Executives talk to frontline employees • Customer feedback elicited & used • Innovation and creativity encouraged and rewarded • Benchmarking is done • Technology is widespread

  12. SEPARATING AVERAGE FROM EXCELLENT COMPANIES (2) • Training is provided • Open communication exists • Employees provided with guidelines/empowered • Partnerships are common • Status quo is not acceptable

  13. WHATCUSTOMERS WANT (1) • Personal recognition • Courtesy • Timely service • Professionalism • Enthusiastic service • Empathy • Patience

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