Creating a Culture of Customer Care Mission and Vision Statements, Values and Charter

Learning Objectives By the end of this lesson you should be able to understand and describe:  What is a mission statement  What is a vision statement  What are company values  What is a customer charter

What is a mission statement?  Find an example of a mission statement from the Internet

Mission Statements  A mission statement can be viewed as a statement primarily directed at the employees of an organisation which will assist them to attain the objectives of the organisation.  In short, it establishes a framework in which strategy can be developed.

Definition  'A business is not defined by its name, statutes, or articles of incorporation. It is defined by the business mission. Only a clear definition of the mission and purpose of the organisation makes possible clear and realistic business objectives'.  (Drucker 1973)

An effective mission statement does the following:  Keeps the company on track and focused, both internally and externally, in a sometimes volatile business climate.  Acts as a marketing tool. It establishes a common purpose to tell your employees and customers or clients why you exist, where they fit into the equation, and where the company is going.

An effective mission statement does the following:  Gives everyone in your company a clear position to use when working with customers/clients and promoting your services.  Makes it clear how employees are expected to behave.  Works as a motivational tool that encourages employees and company leaders to work toward a shared vision.

Mission Statements  The importance of mission statements is summarised by Lewis Caroll through the words of the Cheshire Cat in Alice in Wonderland,  "If you don't know where you're going, it doesn't matter which way you go."

Mission Statement should include three elements. The Purpose Statement  Why does your organisation exist?  What is the ultimate result of your work?  Purpose statements usually include two phrases:  Something that indicates a change in status, such as to increase, to decrease, to prevent, to eliminate.  An identification of the problem or condition to be changed.

Example  An example of a purpose statement is "to eliminate homelessness."

2) The Business Statement  This statement outlines the "business" (i.e., activities or programs) your organisation chooses in order to pursue its purpose.  Specifically, you must answer, "What activity are we going to do to accomplish our purpose?"

For example There are many ways to work on the problem of homelessness:  to construct housing for homeless individuals  to educate the public and advocate for public policy changes  to provide job training to homeless individuals.

3) Values Statement  Values are beliefs, which your organisation's members hold in common and endeavour to put into practice.  The values guide your organisation's members in performing their activities.  Specifically, you should ask, "What are the basic beliefs that we share as an organisation?"

Values  Give 10 examples of values a modern business might have

Examples of Values Examples of values might include: a commitment to excellent services, innovation, diversity, creativity, honesty, integrity, and so on. Values may include beliefs such as: "Eating vegetables is more economically efficient and ecologically responsible than eating beef."

Mission Statement In addition to the three elements discussed above, we need to address the following questions in developing a mission statement:  What is the problem or need your organisation is trying to address?  What makes your organisation unique?  Who are the beneficiaries of your work?

Mission Statement  So, a Mission Statement is an essential tool to make sure that everyone in the organisation is in agreement on what they are trying to do and more importantly what they are NOT trying to do.  When writing a mission statement, keep it short and make it memorable, creative, and unique.

Examples of Mission Statements McDonald’sMcDonald’s, for example, uses “quality, consistency, cleanliness, service.” That’s pretty easy for anyone to understand.

Examples of Mission Statements  Microsoft uses this: “Microsoft's vision is to empower people through great software—any time, any place, and on any device.”Microsoft's vision

Customer Charter  A customer charter will set out the commitment and standards of service a customer might expect when doing business with an organisation.

Customer Charter/Code of Practice  The main purpose of a Customer Charter/Code of Practice is to improve access to an organisation's services and promote quality. It does this by telling customers the standards of service to expect, what to do if something goes wrong, and how to make contact.  A Customer Charter/Code of Practice may help employees too, by setting out clearly the services their organisation provides.

Customer Charter/Code of Practice  A Customer Charter/Code of Practice is an ideal way of helping organisations define with their customers, and others, what that service should be and the standard that should be expected. They also help customers get the most from an organisation's services, including how to make a complaint if they are dissatisfied with any aspect or have ideas for improvement.

Activity  Research Mission Statements:  One from the Public Sector  One from the Private Sector  One for the Third Sector Evaluate the differences or similarities (focusing on the customer service aspect)