Leadership to Deliver a Distinctive Brand and Customer Experience Presented by Andrew McMillan

Service or Experience

“What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns and have people be afraid of him.” ……Harley Davidson

Customer Experience Product or service Channel (how easy are you to access?) Process (how easy are you to do business with?) Engagement (how did it feel?)

What is Customer Engagement? The experience delivered by the staff is so consistently good that the staff become the organisation or brand in the eyes of its customers

Great people when I want them, great technology when I don’t

The Key Benefits Improve staff experience Reduced costs through improved productivity Reduced costs through lower staff turnover Improve customer experience Reduced cost through ‘right first time’ responses Can be used to reduce complaints Reduced cost through non-escalation of complaints

Cultural and Behavioural Change This is not training, it is about culture Training can improve service by setting standards of behaviour, teaching a tangible process such as how to use a system or answer a query It cannot fundamentally change an organisation’s culture or the attitude of its employees towards customers and service

Six Steps Define What the organisation wants to be in terms of personality and behaviour for both customers and staff – this definition created by the staff that have to deliver it Measure Measure the outcomes of the desired behaviours to track progress and deliver improvement Communicate Internal communications delivered by the organisation’s managers to engage support for the change Lead Leadership focus to ensure progress and sustainability Reward, recognition and appraisal Recognition and appraisal to recognise behaviour not just performance Recruitment and Induction Based on the definition Assessment half days Competency interviews

Virgin’s service comes from deep within. It embraces and captures the best people, it empowers them with trust to respond at defining moments, it seduces you, it makes you laugh and challenges conventionality. We make sure we keep it up day in and day out.

Welcome, Wanted, Remembered, Cared For

People, Passion, Pride People: Everything we do is about people and values and respects people as individuals; those we work with and those we serve. Passion: We are passionate and enthusiastic about supporting each other, having fun when it is appropriate, and improving the lives of the people in Wiltshire. Pride: We are proud of our achievements as individuals, as a team, and the support we deliver for the community we serve.

Leadership

People and their managers are working so hard to be sure things are done right that they hardly have time to decide if they are doing the right things.

Who Are Your Customers?

Two Elements What you do (management) The way you do it (leadership)

Management vs. Leadership Managers Do things right Are interested in efficiency Administer Maintain Focus on system and structure Rely on control Organise and staff Emphasise tactics, structure and systems Have a short-term view Ask how and when –Maintain order Leaders Do the right thing Are interested in effectiveness Innovate Develop Focus on people Rely on trust Align people with a direction Emphasise philosophy, core values and shared goals Have a long-term view Ask what and why –Produce change

Leadership A highly visible example of what the organisation is aspiring to achieve at every management level –Leading people or managing tasks? –Challenge lies with opportunity, skill or ability? –Often up to 80% of activity doesn’t add value –What’s important? Leadership focus can highlight areas for process and/or organisational development

Leadership Questions Does the activity directly benefit the team? (Would the team agree if asked?) Does the activity directly benefit customers? (Would they be prepared to pay for it?) Is the activity business critical? (Would your business cease to trade?) Is the activity related to strategic planning?

Leadership is a performance. You have to be conscious of your behaviour, because everybody else is.

Communicate in person Walking the floor Visible presence MBWA Inspirational Leadership

Elephants hide

A Great Place To Work The Partnership’s ultimate purpose is the happiness of all its members, through their worthwhile and satisfying employment in a successful business. A Great Place To Shop The Partnership aims to deal honestly with its customers and secure their loyalty and trust by providing outstanding choice, value and service. John Lewis

Hire For Attitude…… Fire For Attitude

Service Culture – for Selling Partners Create an environment in which people can be themselves Making the day customer, not task, focused Intuition Taking risks Fun for customers AND Partners!

Do What You Think Is Right

Leadership Culture – for Managers People work for people, not organisations Manage things, lead people This is all about leadership, setting standards by example, coaching and encouragement Managers encouraged to spend every possible moment - catching people ‘doing something right’

Are Your People a Good Experience?

Your Options SpectatorsPlayers Cynics Walking Dead Energy Attitude + + –

100% Truthful…… 100% Kind

Customer comment – tangible “It’s always the first place I go” “I shop here for everything” “Staff are continually helpful & have time for you” “It’s the only store where staff are knowledgeable” “Can get the same goods elsewhere but not the same level of service”

Customer comment – intangible “A certain atmosphere when you walk in” “JL is not just a shop - it’s like home!” “I’ve known you all my life” “Safe and comfortable” “I trust the store” “I feel at home”

“.....it’s my spiritual home, when I die I’ve asked my husband to sprinkle my ashes here" Customer comment

Random Acts Of Kindness To tell Legendary service stories Each branch to take the opportunity to do something out of the ordinary once a month Random acts of kindness will then occur almost daily

Leadership to Deliver a Distinctive Brand and Customer Experience Presented by Andrew McMillan