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

2. 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.

3. 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.

4. 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.

5. 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.

6. 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

7. 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

8. 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.

9. 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.

10. 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.

11. 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

12. 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.

13. 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.

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