Chapter 2 Contributing to the Service Culture BUS151 People Skills Chapter 2 Contributing to the Service Culture

What is a Service Culture? The answer is different for each organization. No two organizations operate in the same manner, have the same focus, or provide management that accomplishes the same results. Different cultures have different values, beliefs, norms, rituals, and practice. You play a role in communicating the culture to your customers. You may communicate it through your appearance, your interaction with customers, and your knowledge, skill, and attitude.

Service Culture Culture also encompasses your products and services, and the physical appearance of the organization’s facility, equipment, and other aspects that the customers comes in contact with. Unfortunately, many companies are product-centered and view customers from the standpoint of what company products or services they use. Successful organizations are customer-centered and focus on individual needs.

Some of the More Common Elements of a Successful Organization Service philosophy or mission Direction that supports day-to- day interactions with the customer. Employee roles and expectations Defines what is expected of employees in customer interactions; defines how employee service performance will be evaluated. Management Support Level of management involvement and enthusiasm in coaching/mentoring. Motivators and Rewards Feedback that prompts employees to continue to deliver at a high level of effectiveness and efficiency.

Common Elements of a Successful Organization (cont’d) Training Instruction/information provided through various techniques that teach knowledge or skills; attempt to influence employee attitude toward excellent service Products & Services State of the art; competitively prices; meets needs of customers. Policies & Procedures Guidelines are established as to how transactions and situations will be handled. Delivery System The way an organization delivers its products and services.

R.U.M.B.A. Realistic Understandable Measurable Believable Attainable For you and your organization to be successful in providing superior service to your customers, your roles and expectations must be clearly defined and communicated. Realistic Understandable Measurable Believable Attainable

Service Employee Competencies Broad general knowledge of products and service Interpersonal communication skills Technical expertise Positive, customer- focused, “can-do” attitude Initiative Motivation Integrity Loyalty (to organization, products, and to customers) Team spirit

Look for a strong mentor in your organization. They are well connected. They have ability and desire to assist you. Strive for improvement Create self-motivation strategies Remain optimistic Look for ways to improve your skills Avoid complacency Make recommendations for improvement Look for ways around roadblocks The fact that others aren’t doing their job does not excuse you from doing yours.

Employee Empowerment Delegation of authority where a frontline service provider can take action without having to call a supervisor or ask permission. Such authority allows on-the-spot responsiveness to the customer while making service representatives feel trusted, respected, and important. Empowerment is an intangible way that successful service organizations reward employees. Often someone who has decision-making authority feels better about himself or herself and their organization.

Customer-Friendly Systems Advertising Sends a message that products and services are competitive in price, quality, and quantity; otherwise, customers go elsewhere. An advertisement that appears deceptive can cost the organization its customers and reputation. Complaint Resolution The manner in which complaints or problems are handles can signal the organization's concern for customer satisfaction. Make recommendations for improvement whenever you spot a roadblock or system that impedes provision of service excellence.

Tools for Service Measurement Profit and loss statements or management reports Employee exit interviews Walk-through audits On site management visits Employee focus groups Customer focus groups Mystery shoppers Customer satisfaction surveys Customer comment cards

Twelve Strategies for Service Success Explore your organization’s mission. Help communicate the culture and vision to customers – daily. Demonstrate ethical behavior. Identify and improve your service skills. Become an expert on your organization. Demonstrate commitment. Partner with customers. Work with our customer’s interest in mind. Treat vendors and suppliers as customers. Share resources. Work with, not against, your customers. Provide service follow-up.

Separating Average Companies From Excellent Companies Executives spend time with the customer. Executives spend time talking to frontline service providers. Customer feedback is regularly asked for and acted upon. Innovation and creativity are encouraged and rewarded. Benchmarking (identifying successful practices of others) is done with similar organizations. Technology is widespread, updated, and used effectively. Training is provided for industry trends, organization issues, skills, and technology. Open communication exists between frontline employees and all levels of management Employees are provided with guidelines and empowered to do whatever is necessary to satisfy the customer. The status quo is not acceptable.

What Customers Want… Enthusiastic service Personal Recognition Empathy Patience Personal Recognition Courtesy Timely Service Professionalism