SERVICE CULTURE

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 DEFINING SERVICE EXCELLENCE

 STEPS IN DEFINING SERVICE EXCELLENCE

1. IDENTIFY EXCELLENT SERVICE EXPERIENCES
 Good service is difficult to define because it cannot boiled down to one
word or sentence.
 Good explanations, definitions, and actions are best achieved by going
from general to the specific, all based on your experiences.
 Different organizations, deliver different things.
• In this step the first thing to do is to think of an organization on how they
deliver the best service.
2. DEFINE EXCELLENT SERVICE DELIVERY
 In this step you think of positive attributes of people with good service
delivery .
 Good service skills or good people skills do matter in the service delivery.
 DEFINING SERVICE EXCELLENCE

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3. BE CONSCIOUS OF BAD SERVICE DELIVERY
 It is just as important to examine our bad service
experiences as it is the good ones because we then
become very conscious about the things we
shouldn’t be doing. We can get all better at service
delivery if we remind ourselves of both sides of the
service coin: things we should be doing and things
we shouldn’t be doing.
 These are the bad service attributes that we identify.
 DEFINING SERVICE EXCELLENCE

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4. SPECIFIC DEPARTMENT OF SERVICE DELIVERY
 It is a collective description of service delivery by an
entire team, or group, those individuals with whom
you work most closely on a daily basis.
5. YOUR SERVICE DELIVERY (YOURSELF)
 The most difficult and yet most useful to assess is
ourselves- the ultimate application.
 Two critical outcomes are to reflect our personal
service delivery and compare it to our team service
delivery.
 EXTERNAL CUSTOMER SERVICE

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Customers are all different, but, at the same time, they are very
much the same. Everyone wants to be treated as unique and
special. Services that deliver the combination of technical,
functional and emotional benefits are at the top of the experience
ladder.

There are three-step approach to understand external customers:

1. Who are they? An external customer is anyone who comes from

outside of your immediate office for help;

An external customer is someone who uses the products or

services of the company but is not part of the organization.
 EXTERNAL CUSTOMER SERVICE

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2. What do they want? An external customer will expect value for
their money as they wont want to waste their money on a product
that is not worth it, over priced or if they can find it better and
cheaper somewhere else. If this expectation is not met it could
result in the business loosing custom. If the business rises to these
expectations it could come as a great advantage and diversify itself
from other business.
• Similarly external customers will expect a good quality product.
If this expectation is not met it may lead to a bad reputation for the
business this could cause a fall in sales which will have a negative
impact on the business and could even result in the business going
bankrupt.
• A friendly and professional service is also an expectation of an
external customer as they want to be pleased with the service of
the store they are purchasing merchandise from.
 EXTERNAL CUSTOMER SERVICE

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2. What do they want? Assistance and help is also a
key expectation for external customers as they are
interested in merchandise from your store and without
the guidance from the employees they may not
purchase what they were intending too due to
confusion or being mislead. This can lead to an
unhappy customer which will automatically have a
negative impact on the business as it will affect their
reputation and popularity.
 EXTERNAL CUSTOMER SERVICE

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3. How have they changed? External customers have
been influenced by large social and technological
shifts in our culture. Social change refers to the
diversity of external customers. Technological change
is brought by numerous media accounts.
These changes should be able to meet and anticipate
external customers emerging needs, wants, and
desires.
 INTERNAL CUSTOMER SERVICE

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Organizations that focus on internal customer service
find success in many ways: increased employee
satisfaction, spillover to external customer satisfaction,
and increased profits.

This is an inside-out mentality: Take care of the people

on the inside(internal customers) and they will be sure
to take care of the people on the outside (external
customers).
 INTERNAL CUSTOMER SERVICE

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There are three-step approach to understand external
customers:
1. Who are they? An internal customer is an individual
or group, from your institution, with whom you work
to provide service.
An Internal customer is someone who is directly
connected to an organization, for example stakeholders,
employee or shareholders.
 INTERNAL CUSTOMER SERVICE

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 2. What do they want? An internal customer would
expect to be paid a fair salary. If this expectation is
not met it could lead to a range of issues.
 Money can be seen as a motivational tool and if the
employees are not motivated it effects the work force
and production, this then has a negative impact on
the business as a whole. Also if the employees are
not being paid a fair amount it would go against
their equality in the business and highlight issues of
discrimination.
 INTERNAL CUSTOMER SERVICE

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2. Working in a safe environment is a very important
and high expectation for an internal customers as they
need to feel safe at work and if anything was to happen
it is the company's responsibility.
*Quality internal customer service is highly sensitive
to the quality of relationships between and among
coworkers. It determines how effective and efficient
people work together to complete the business.
Quality of work-life balance is also encouraged.
 INTERNAL CUSTOMER SERVICE

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3. How have they changed? Internal customers are more diverse
and technologically savvy. The ways of communicating internal
customers vary from lean communication channel like texting
and e-mailing- they lack nonverbal cues and intent is easily
misinterpreted.

Even though internal customers have changed in various ways,

much of what they seek from their jobs remains the same.
Research began uncovering what people really wanted from
their professions: recognition and quality relationships.
 CYCLE OF SERVICE THINKING

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Cycle of service is really a tool to help us analyze our service
delivery and ensure that the series of moments that define
customer interaction results in a positive, meaningful experience
for the customer.
The cycle of service as a concept coincide with the explosion of the
service economy in 1980s and 1990s and has now imprinted and
indelible seal of customer service on every type of organization.
The cycle of service idea borrows from what is known as the
quality movement, which actually focused on products and goods,
or manufacturing.
 CYCLE OF SERVICE THINKING

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 Process mapping is an enduring tool used in cycle of
service. It’s goal is to improve efficiency and create
improvements in the manufacturing process.
 Process mapping does have value in the service
world and has been applied to service delivery via
the cycle of service concept. Simple ideas are always
easier to apply.
 CYCLE OF SERVICE THINKING

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CYCLE OF SERVICE is simply a series of moments that when
put together, defines the customer experience. It is useful to give the
cycle of service a specific name that ties together the series of
moments. The cycle of service demonstrates that teamwork and
cooperation are often at the heart of effective service delivery.

MOMENTS OF TRUTH is an event within the cycle of service

and is so called because it is at this moment that the customer begins
to make decisions or develop impressions about the quality of the
service. It is a moment that begins to define whether our
organization will build a lasting relationship predicated on trust
and mutual benefits.
 CYCLE OF SERVICE THINKING

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CRITICAL MOMENT OF TRUTH one special moment of truth
that is critical in shaping the customer perceptions and feelings about
his or her experience. Identifying the critical moment of truth will help
you focus on the most important moment that wins the hearts of
customers and increases their loyalty. It is the priority and the starting
point in the cycle of service.
Well-executed moments of truth and critical moment produce
customer satisfaction and loyalty. Poor-execution produces negative
customer perceptions, complaints, negative word of mouth, loss of
customers, and ultimately a damaged reputation.
STANDARD OF EXCELLENCE is the final step in the cycle of
service. This is a service standard to ensure the customer
satisfaction. Simple actions like being friendly and say thank you
are examples of standard of excellence. These standards often define
things that are easy to correct or address.
 CUSTOMER EXPECTATIONS

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 Customer expectations are not static. Changing
preferences, wants, needs, and desires drive changing
expectations. Internal and external customers also
formulate expectations based on their
service experiences inside and out.

Each customer is unique and carries different expectations

about what leads to true expectations.
The portrait of the 4 customer types is a tool to help us
understand why customers may differ in what they expect
and how they come to think about satisfying customer
experience.
 CUSTOMER EXPECTATIONS

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 Creating loyal customers is a matter of common
sense. Take time to understand the customers and
assess their needs.
 FOUR CUSTOMER TYPES

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The key to creating  1. LOYAL CUSTOMER- the
customers who will rave best type of customer. The
source of loyal customer’s
about your service lies in high
unlocking the relationship  Satisfaction is the service
between customer provider’s ability to meet
expectations and customer the customer’s conscious
satisfaction. expectations. Loyalty and
trust are developed through
consistent service delivery
that meets and even exceeds
expectations.
 FOUR CUSTOMER TYPES

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 1. LOYAL  as a valuable colleague in
CUSTOMERS- are the office. Building a base
repeat customers; Loyal of loyal internal and
external customers external customers is
ensure the good easier than people think,
reputation of your for it is often the small
office and reinforce its things that a professional
value through strong does that tap the human
word of mouth. Loyal satisfaction that comes
internal customers from meeting or
ensure your reputation exceeding expectations.
 FOUR CUSTOMER TYPES

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 2. THE STATUS QUO  It takes better-than-
CUSTOMER- they are average service to
transform status quo
the ones that won’t customers into something
complain about your more. Status quo
service, but they customers do not tell to
certainly won’t rave others about your great
about it either. Status service. They are quick to
try alternatives and seek
quo customers will not new solutions because
generate the word of they feel no loyalty to
mouth. you.
 FOUR CUSTOMER TYPES

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 3. INTRIGUED  But intrigue does not
CUSTOMERS- they will last forever. Initial
talk about your services surprise and curiosity
because there is an soon develop into
element of surprise or
expectation. With
curiosity. The human
consistent and excellent
propensity to share
surprises or talk about service, the intrigue
unexpected services with customer will soon
others generates positive become a loyal one.
advertising.
 FOUR CUSTOMER TYPES

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 4. THE DISGRUNTLED  A good dose of
CUSTOMER-have unmet
expectations and low levels excellent customer
of satisfaction. They are very service will prevent
predictable in a way that your customers in
they want to tell other
people about the source of becoming a disgruntled
their unhappiness. customer.
 Disgruntled customers will
tell other people about the
problems they had with you
and how their expectations
were not met.