Delivering excellent service
According to Service Futures, running a successful service company should be synonymous with delivering excelling service. If not, then why consider running a service business at all? Yet, if all companies which perform services effectively compete on providing the service, then the key differentiator lies in the service management model and the ability to execute it. Designing the service delivery system should focus on what creates value to the core organisations and how to engage front line employees to deliver the ultimate customer experience.
The four key elements in such a system are:
(The content of each element will naturally vary from company to company and is in essence the service strategy of the company. But all elements must be considered and in place.)
- Service Culture is built on elements of leadership principles, norms, work habits and vision, mission and values. Culture is the set of overriding principles according to which management controls, maintains and develops the social process that manifests itself as delivery of service and gives value to customers. Once a superior service delivery system and a realistic service concept have been established, there is no other component so fundamental to the long-term success of a service organization as its culture.
- Employee Engagement includes employee attitude activities, purpose driven leadership and HR processes. Even the best designed processes and systems will only be effective if carried out by people with higher engagement. Engagement is the moderator between the design and the execution of the service excellence model.
- Service Quality includes strategies, processes and performance management systems. The strategy and process design is fundamental to the design of the overall service management model. Helping the client fulfil their mission and supporting them in the pursuit of their organizational purpose, must be the foundation of any service provider partnership.
- Customer Experience includes elements of customer intelligence, account management and continuous improvements. Perception is king and constantly evaluating how how both customer and end-user perceive service delivery is important for continuous collaboration. Successful service delivery works on the basis that the customer is a part of the creation and delivery of the service and then designs processes built on that philosophy – this is called co-creation.
How to use the model: The order that these four points are listed in is not random and there is a logical sequence in first defining the service culture, then employee engagement, which will then foster a high level of service quality, which will then develop the right customer experience – a virtuous circle. For more information on each of the elements, you can refer to the complete ISS whitepaper, Service Management 3.0 or read ISS CMO Peter Ankerstjerne’s latest service management post on the blog.
At the end of the day, the traditional models and themes are no longer sufficient, future focus should be on the service delivery system and the power of the human touch. Front line service employees should be empowered to create appreciated service moments and through their service performance influence and preferably leverage the purpose of the customer organization.
Do you see leadership and culture playing a larger role in your organization than ever before? Share your thoughts and comments below!
This article was sourced from: http://servicefutures.com/