1. Customer Service Creating a culture of customer orientation
Gregg Descheemaeker

2. What does transformation look like?
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3. …still the same?
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4. Maybe this is what it looks like?
Let’s have a different conversation about customer orientation and the transformation that can/should happen in our organizations

5. Customer Orientation and Your Objectives Today…
Who are your “customers”?
Citizens? Internal stakeholders? Other departments? Feds?
Can you recite your organization’s core “values”, and is Customer Service or Orientation one of them?
How would you grade your organization’s current customer orientation?
Empowering and inspiring individuals to do the right things right. There IS a correlation between employee empowerment and customer orientation, and the effects it has on worker’s attitudes in the workplace.

6. Is Customer Service a Core Value for you?
Commitment to serve the public
DWR
Respect/consideration for others
EDD
Workplace Safety
Accuracy and quality
Adaptability
Sustainability
Environmental Stewardship
People
Environmental Justice
FTB
Care and Respect
Climate Change Management
Accountability
Communication
CalPIA
Enterprise Thinking
Individuality
Customer Focused
Citizenship
Self-Suffiency
Team Work
Leadership
Innovation
Teamwork
Integrity
Responsibility
Collaboration
DHCS
Staff Well-Being
Service
DMV
Honesty and Integrity
The word “service” rarely shows up in public sector value statements, and the word “customer” even less so.

7. Is Customer Service a Core Value for you?
Communication
We will keep the big picture in mind and put the University first.
SCIF
Community
We will treat each other with courtesy, civility, cordiality, and respect in all our relations.
Innovation
Honesty
We will strive to solve problems through a planned, coordinated team approach and lend assistance across unit lines.
Integrity
Accountability
Professionalism
Adaptability
Respect
We will be mindful that we are using technology to solve educational problems, not using technology for its own sake.
Collaboration
Service
Teamwork
We will be aware at all times that we are one organization working together to achieve shared institutional goals.
CalHR
DSH
We will not oppose change merely out of habit. We will approach change as a way to find better solutions to problems.
Leadership
Safety
Treatment
Customer Service
Responsibility
We will strive to make it easy for our clients to understand and use our services
Excellence/Quality
Diversity
We will own responsibility for client problems.
CalTrans
We will respect the confidentiality, security, and privacy of others.
Dept Tech Services
Commitment
Be Accountable
We will communicate about problems and differences in a timely, clear, and cordial manner, in search of constructive solutions to those problems.
Be Service Driven
Collaborate & Cooperate
Understand Enterprise Value
Demonstrate Strong Leadership
CSUS
OSHPD
We will talk positively about the University and each other.
CSUS example is interesting, as this is from the CSUS IT org’s mission and values statement, and how they call out servicing their “clients” effectively.

8. “Raley’s is committed to treating customers like family, consistent with the company’s internal culture based on values that each team member is encouraged to exhibit” Fearless – Forge ahead with thoughtful, bold ideas Accountable – Take responsibility for doing what’s right Memorable – Make impressions and connections Inspiring – Encourage creativity and passion Learning – Seek and share knowledge You – Make a difference
Loyalty360 CX Awards: “Most Customer-centric Culture”, Platinum Winner – Aramark; Gold Winner - Safelite AutoGlass; Silver Winner - Ford Motor Company; Bronze Winner - Raley’s Family of Fine Stores.

9. Starbucks has their customer orientation message woven into their employees work lives, literally!

10. USAA banking ranked #1 in the Temkin Customer Service Ratings
USAA banking ranked #1 in the Temkin Customer Service Ratings. Insurance was tied for 2nd with Amazon and their credit card business was tied for 5th. Others in the top ten were Chick-fil-A, Publix, H.E.B., Starbucks, Costco…

11. CULTURE AT USAA Army Loyalty Duty Respect Selfless Service Honor
What makes you unique makes you essential to our team.
At USAA, you’ll find an inclusive and welcoming environment where everyone has a true passion for our mission. From the moment employees become part of the USAA family, they are immersed in a culture that profoundly embraces the service and sacrifices made by those whom the organization serves – the men and women of the U.S. military and their families. Having the opportunity to serve the financial needs of those who serve the country is an honor for all of us.
Maintaining a workforce that is reflective of our diverse membership and community is vital to our mission. The military community is one of the most diverse in this country and our ability to provide best-in-class service is directly connected to understanding the needs of our membership and providing innovative solutions.
Our culture is the heart of USAA’s brand and the foundation of our organization. Every employee is looked to as a leader who embodies and upholds the USAA core values, a set of aspirational behaviors that guide how we perform and how we treat each other.
Army
Loyalty
Duty
Respect
Selfless Service
Honor
Integrity
Personal Courage
Marines
Courage
Commitment
Air Force
Service
Excellence
Navy

12. “REINFORCING OUR CULTURE”
USAA makes a consistent effort to reinforce our culture, values and mission, through a variety of channels:
Connect, our internal employee website, features news, member stories and videos
UTV, our internal video channel, offers workshops and leadership messages
Signage and video throughout our various locations highlight new initiatives and programs
Regular employee meetings bring us all together to learn and share
USAA marketing, including television commercials, showcases our public brand
Emphasis on behaviors important to our culture in performance reviews
Unique employee development programs that help employees apply our cultural priorities in a positive way that leads to better results

13. Customer Orientation at Intel
Role Modeling:
Understands the customer's critical agenda and proactively contributes to making it happen.
Integrates customer needs with corporate direction for the greater overall good.
Delivers innovative and competitive products and services.
Excelling
Jointly develops expectations with the customer.
Applies knowledge/ experience to solve the customer's real problem.
Seeks total, not just departmental, resolution to customer requirements.
Doing
Seeks out customer requirements and works to meet customer expectations.
Viewed as effective by the customer.
Realizes that customer/supplier relationships go both ways.
Beginning
Knows who the customer is.
"Reacts" to customer requests by providing customer with what they say they need.
Lacking
Ignores customer input; gives the customer what he/she thinks is best.
Forces solutions/ processes on the customer.
Does not understand or meet customer requirements.

14. How do you manage and measure Customer Orientation?
Role Modeling
Excelling
Doing
Beginning
Lacking
Understands the customer's critical agenda and proactively contributes to making it happen.
Integrates customer needs with corporate direction for the greater overall good.
Delivers innovative and competitive products and services.
Jointly develops expectations with the customer.
Applies knowledge/ experience to solve the customer's real problem.
Seeks total, not just departmental, resolution to customer requirements.
Seeks out customer requirements and works to meet customer expectations.
Viewed as effective by the customer.
Realizes that customer/supplier relationships go both ways.
Knows who the customer is.
"Reacts" to customer requests by providing customer with what they say they need.
Ignores customer input; gives the customer what he/she thinks is best.
Forces solutions/ processes on the customer.
Does not understand or meet customer requirements.
Intel Core Values
Customer Orientation
Discipline
Great Place to Work
Quality
Results Orientation
Risk Taking

15. Summary
Define what Customer Orientation and Service means to you and your organization
Communicate and reinforce using a variety of channels and vehicles
Measure, manage, and reward accordingly
Empowering and inspiring individuals to do the right things right