1. Customer Focus Initiative Cautions and Warnings about Today Defend rather than try to learn; blame rather than seek to understand Defend rather than try to learn; blame rather than seek to understand Work the example and miss the point Work the example and miss the point Attempt to fix whats bad without using or supporting whats good Attempt to fix whats bad without using or supporting whats good Think you have no stake, no influence, no responsibility, and thus no problem Think you have no stake, no influence, no responsibility, and thus no problem

2. Customer Focus Initiative Warnings about Service Culture Change It takes more time than you think It takes more time than you think It also takes much longer than you think It also takes much longer than you think It is never orderly and precise It is never orderly and precise It will involve every senior leader in ways that can be awkward It will involve every senior leader in ways that can be awkward

3. Customer Focus Initiative Warnings about Culture Change It will have failures and successes It will have failures and successes Service quality may get worse before it gets better Service quality may get worse before it gets better Some associates will never get it and will likely work against it Some associates will never get it and will likely work against it Each culture change effort is custom; and, there is no precise blueprint Each culture change effort is custom; and, there is no precise blueprint

4. Customer Focus Initiative Characteristics of Customer Focus Cultures If you studied the companies that their customers today say are consistently customer-centric, what would you find?

5. Customer Focus Initiative Characteristics of Customer Focus Cultures Their motivation for a strong and enduring customer focus comes from more than simply an economic, financial or marketplace advantage Their motivation for a strong and enduring customer focus comes from more than simply an economic, financial or marketplace advantage They have a clear service vision that permeates the organization and is used as a touchstone for all plans and practices They have a clear service vision that permeates the organization and is used as a touchstone for all plans and practices

6. Customer Focus Initiative Characteristics of Customer Focus Cultures They craft a distinctive brandable customer experience that flows out of their vision/values and is in sync with their total offering (across all customer touch points) They craft a distinctive brandable customer experience that flows out of their vision/values and is in sync with their total offering (across all customer touch points) They create customer metrics (including report cards) that reflect their customers definition of service excellence They create customer metrics (including report cards) that reflect their customers definition of service excellence

7. Customer Focus Initiative Characteristics of Customer Focus Cultures They use broad based employee participation and over communication as key tools to learn, early warn, improve, and implement as well as foster employee buy-in They use broad based employee participation and over communication as key tools to learn, early warn, improve, and implement as well as foster employee buy-in They have selection, orientation and training processes that reflect a strong customer focus They have selection, orientation and training processes that reflect a strong customer focus

8. Customer Focus Initiative Characteristics of Customer Focus Cultures Leadership demonstrates that a customer focus is crucial to the success of the organization Leadership demonstrates that a customer focus is crucial to the success of the organization Customer metrics are integrated into performance management, leadership accountabilities and incentives. Customer metrics are integrated into performance management, leadership accountabilities and incentives.

9. Customer Focus Initiative Characteristics of Customer Focus Cultures They thrive on continuous customer feedback and customer intelligence used to drive continuous improvement throughout the organization They thrive on continuous customer feedback and customer intelligence used to drive continuous improvement throughout the organization They have clear service standards throughout the organization designed to promote consistency among internal partnerships and excellence in internal service They have clear service standards throughout the organization designed to promote consistency among internal partnerships and excellence in internal service

10. Customer Focus Initiative Characteristics of Customer Focus Cultures They use well-practiced service recovery for customer intelligence and process improvement, not just for damage control at the front line They use well-practiced service recovery for customer intelligence and process improvement, not just for damage control at the front line Front line employees are empowered to solve most customer issues and are frequently affirmed for their service excellence Front line employees are empowered to solve most customer issues and are frequently affirmed for their service excellence

11. It Starts with a Service Vision What Does a Service Vision Do? It communicates your precise customer focus It communicates your precise customer focus It identifies how you will be unique and distinguished in the eyes of customers It identifies how you will be unique and distinguished in the eyes of customers It provides a tool for aligning energy and effort so customers enjoy consistency and reliability It provides a tool for aligning energy and effort so customers enjoy consistency and reliability It serves as a grounding for service standards, measures, and practices It serves as a grounding for service standards, measures, and practices

12. Performance Research Associates Performance Research Associates The service vision of Performance Research Associates, Inc. is to provide selected clients with relevant service wisdom they experience as incredibly empowering and surprisingly simple that is delivered through a valued partnership. The service vision of Performance Research Associates, Inc. is to provide selected clients with relevant service wisdom they experience as incredibly empowering and surprisingly simple that is delivered through a valued partnership.

13. Marriott Lodging We will fulfill the obvious and subtle work, travel and leisure needs of our guests away from home by consistently providing a place they find comfortable, amenities they find valuable, and an experience they find positive and memorable. We will fulfill the obvious and subtle work, travel and leisure needs of our guests away from home by consistently providing a place they find comfortable, amenities they find valuable, and an experience they find positive and memorable.

14. Aurora HealthCare We are committed to setting the standards of excellence in our profession and our markets. Our innovative technology and progressive attitude attract patients, staff and physicians. Our personalized care and service insure they return and recommend us to others. We are committed to setting the standards of excellence in our profession and our markets. Our innovative technology and progressive attitude attract patients, staff and physicians. Our personalized care and service insure they return and recommend us to others.

15. Victorias Secret Catalogue Victorias Secret Stores Relationships with our clients are intimate, loyal and respectful. We will always provide a pampering and indulgent shopping experience that is absolutely dedicated to legendary client service, urgency, passion and results. Relationships with our clients are intimate, loyal and respectful. We will always provide a pampering and indulgent shopping experience that is absolutely dedicated to legendary client service, urgency, passion and results.

16. The Ritz-Carlton Credo We are ladies and gentlemen serving ladies and gentlemen The Ritz-Carlton Credo We are ladies and gentlemen serving ladies and gentlemen We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed yet refined ambience. The Ritz- Carlton experience enlivens the senses, instills well-being and fulfills even the unexpressed wishes and needs of our guests.

17. BROOKFIELD DEVELOPMENT Committed to being a Place of Service BROOKFIELD DEVELOPMENT Committed to being a Place of Service Our tenants are our partners. We plan, think, anticipate and act in our tenants shoes seeking features and actions they find valuable even before they are requested. If we are successful our tenants will enthusiastically endorse Brookfield as their last landlord. BROOKFIE LD

18. MBNA Corporation We pledge to provide the Customer the finest products backed by consistently top-quality service. We will treat the Customer the way we expect to be treatedputting the Customer first every dayand really meaning it. We will strive to be the bestas leaders in innovation, efficiency and Customer focus. We pledge to provide the Customer the finest products backed by consistently top-quality service. We will treat the Customer the way we expect to be treatedputting the Customer first every dayand really meaning it. We will strive to be the bestas leaders in innovation, efficiency and Customer focus.

19. Questions to Help You Communicate Your Personal Service Vision for Pegasus What are the Pegasus assets you want to retain and/or strengthen? What are the Pegasus assets you want to retain and/or strengthen? What is the emotion you want customers to feel when they think about Pegasus? What is the emotion you want customers to feel when they think about Pegasus? When customers enthusiastically speak about Pegasus to others, what phrases would you most like to hear? When customers enthusiastically speak about Pegasus to others, what phrases would you most like to hear?

20. Questions to Help You Communicate Your Personal Service Vision Its 2006 and Pegasus has gained a reputation for being a superior customer focused company. A seven-year old neighbor asks you, How come people like Pegasus so much? How would you like to be able to answer this question? Its 2006 and Pegasus has gained a reputation for being a superior customer focused company. A seven-year old neighbor asks you, How come people like Pegasus so much? How would you like to be able to answer this question? Its 2006 and Pegasus has been recognized by the industry as tops in customer focus. What is it about Pegasus customer focus (visible to the outside world) that accounts for this important recognition? Its 2006 and Pegasus has been recognized by the industry as tops in customer focus. What is it about Pegasus customer focus (visible to the outside world) that accounts for this important recognition?

21. Customer Focus Initiative Creating a Customer Focus Culture A rough back of the envelope framework without timelines A rough back of the envelope framework without timelines An approximation, based on experience of others An approximation, based on experience of others A starting place based on your goals and the initial assessment A starting place based on your goals and the initial assessment A tool for discussion, exploration and alteration A tool for discussion, exploration and alteration

22. Customer Focus Initiative Creating a Customer Focus Culture FOCUS Grounding Direction ASSESS Learning K nowledge REPAIR Improving Quality REFINE Discovering Invention

23. Customer Focus Initiative Creating a Customer Focus Culture

24. Conduct Customer, Culture and Employee Research Craft and Communicate Customer Focus Strategy and Vision Gain Employee Understanding of and Commitment to Vision Identify/Eliminate/Incapacitate Barriers to Strategy and Vision FOCUS Grounding Direction

25. Customer Focus Initiative Creating a Customer Focus Culture Develop Customer Focus Accountability Methods for Leadership Insure Selection, Orientation and Training Support Vision Begin Service Quality Peer Review Process for Partnering Begin Customer Service Standards Development System wide FOCUS Grounding Direction

26. Customer Focus Initiative Creating a Customer Focus Culture Elevate customer report card to driver status Elevate customer report card to driver status Use service recovery tools for customer intelligence Use service recovery tools for customer intelligence Craft/communicate/use real-time feedback tools system wide Craft/communicate/use real-time feedback tools system wide Intensify senior leaderships live assessment of customer focus Intensify senior leaderships live assessment of customer focus ASSESS Learning K nowledge

27. Customer Focus Initiative Creating a Customer Focus Culture Craft leadership process for reviewing & using customer intelligence/feedback Craft leadership process for reviewing & using customer intelligence/feedback Begin system wide cycles of service training and develop processes for inter-unit review/improvement Begin system wide cycles of service training and develop processes for inter-unit review/improvement Begin focus on affirmation methods Begin focus on affirmation methods Implement performance management & compensation systems to reflect a customer focus Implement performance management & compensation systems to reflect a customer focus ASSESS Learning K nowledge

28. Customer Focus Initiative Creating a Customer Focus Culture Intensify focus and train organization on service recovery Intensify focus and train organization on service recovery Develop tools and guidelines for responsible freedom (empowerment) Develop tools and guidelines for responsible freedom (empowerment) Formalize service improvement process Formalize service improvement process Design a system wide renewal effort to deal with the wall Design a system wide renewal effort to deal with the wall REPAIR Improving Quality

29. Customer Focus Initiative Creating a Customer Focus Culture Develop processes for complaint analysis/breakdown trends Develop processes for complaint analysis/breakdown trends Revamp customer intelligence communication systems for early warning and rapid repair Revamp customer intelligence communication systems for early warning and rapid repair Institute training on quality tools and methods to eliminate negative variances Institute training on quality tools and methods to eliminate negative variances Improve inter-unit interfaces Improve inter-unit interfaces REPAIR Improving Quality

30. Customer Focus Initiative Creating a Customer Focus Culture Develop ways to surface, reward and recognize innovation Develop ways to surface, reward and recognize innovation Create a cadre of rotating, internal service quality consultants Create a cadre of rotating, internal service quality consultants Include residents in service reinvention process Include residents in service reinvention process Train leaders in leading a creative work environment Train leaders in leading a creative work environment REFINE Discovering Invention

31. Customer Focus Initiative Creating a Customer Focus Culture Develop ways to expand community connections Develop ways to expand community connections Create service standards for vendors and suppliers Create service standards for vendors and suppliers Institute training in lean thinking to eliminate unnecessary waste Institute training in lean thinking to eliminate unnecessary waste Begin using customer focus as a part of marketing/advertising Begin using customer focus as a part of marketing/advertising REFINE Discovering Invention

32. Service Success is a Journey, Not a Destination