1. Contributing to the Service Culture
CHAPTER TWO
Contributing to the Service Culture

2. LEARNING OBJECTIVES Explain elements of service culture
Describe job responsibilities
Realize that delivery is same
Recognize customer-friendly systems
Implement strategies

3. WHAT IS A SERVICE CULTURE?
A service culture is made up of various factors, including values, beliefs, norms, rituals and practices of a group or organization.

4. DEFINING A SERVICE CULTURE
Delivery Systems
Service philosophy or mission
Employee roles and expectations
Training
Policies and procedures
Service Culture
Motivators and rewards
Management support
Products and services

5. ESTABLISHING A SERVICE STRATEGY
Inspect systems and practices
Review how customer needs are addressed
Clarify provider roles

6. CUSTOMER-FRIENDLY SYSTEMS
Typical system components
Advertising
Complaint resolution
Service delivery systems
Direct vs. Indirect systems
Third-party delivery

7. TOOLS FOR SERVICE MEASUREMENT (1)
Employee focus groups
Customer focus groups
Mystery shoppers
Customer satisfaction surveys
Customer comment cards

8. TOOLS FOR SERIVCE MEASUREMENT (2)
Profit & loss statements/management reports
Employee exit interviews
Walk through audits
On-site management visits

9. STRATEGIES FOR PROMOTING POSITIVE SERVICE CULTURE (1)
Explore organizational vision
Communicate culture and vision
Demonstrate ethical behavior
Identify/improve service skills
Become an expert
Demonstrate commitment

10. STRATEGIES FOR PROMOTING POSITIVE SERVICE CULTURE (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

11. SEPARATING AVERAGE FROM EXCELLENT COMPANIES (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

12. SEPARATING AVERAGE FROM EXCELLENT COMPANIES (2)
Training is provided
Open communication exists
Employees provided with guidelines/empowered
Partnerships are common
Status quo is not acceptable

13. WHAT CUSTOMERS WANT (1) Personal recognition Courtesy Timely service
Professionalism
Enthusiastic service
Empathy
Patience