CHAPTER TWO Contributing to the Service Culture

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 2-2 L EARNING O BJECTIVES Explain elements of service culture Describe job responsibilities Realize that delivery is same Recognize customer-friendly systems Implement strategies

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 2-3 W HAT I S A S ERVICE C ULTURE? A service culture is made up of various factors, including values, beliefs, norms, rituals and practices of a group or organization.

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 2-4 D EFINING A S ERVICE C ULTURE Service Culture Service philosophy or mission Employee roles and expectations Policies and procedures Management support Products and services Motivators and rewards TrainingDelivery Systems

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 2-5 E STABLISHING A S ERVICE S TRATEGY Inspect systems and practices Review how customer needs are addressed Clarify provider roles

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 2-6 C USTOMER- F RIENDLY S YSTEMS Typical system components –Advertising –Complaint resolution Service delivery systems –Direct vs. Indirect systems –Third-party delivery

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 2-7 T OOLS F OR S ERVICE M EASUREMENT (1) Employee focus groups Customer focus groups Mystery shoppers Customer satisfaction surveys Customer comment cards

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 2-8 T OOLS F OR S ERIVCE M EASUREMENT (2) Profit & loss statements/management reports Employee exit interviews Walk through audits On-site management visits

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. 2-9 S TRATEGIES F OR P ROMOTING P OSITIVE S ERVICE C ULTURE (1) S TRATEGIES F OR P ROMOTING P OSITIVE S ERVICE C ULTURE (1) Explore organizational vision Communicate culture and vision Demonstrate ethical behavior Identify/improve service skills Become an expert Demonstrate commitment

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved S TRATEGIES F OR P ROMOTING P OSITIVE S ERVICE C ULTURE (2) Partner with customers Work with customer’s interest in mind Treat vendors/suppliers as customers Share resources Work with customers Provide service follow-up

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved S EPARATING A VERAGE F ROM E XCELLENT C OMPANIES (1) Executives spend time with customers Executives talk to frontline employees Customer feedback elicited & used Innovation and creativity encouraged and rewarded Benchmarking is done Technology is widespread

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved S EPARATING A VERAGE F ROM E XCELLENT C OMPANIES (2) Training is provided Open communication exists Employees provided with guidelines/empowered Partnerships are common Status quo is not acceptable

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved W HAT C USTOMERS W ANT (1) Personal recognition Courtesy Timely service Professionalism Enthusiastic service Empathy Patience