Customer Service Continued from page 35 |
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36
2016 Issue 3 | THE SCORE
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want to know their work is meaningful to others . This is why Walt Disney World ’ s true product is not rides ; it is “ happiness .” Select Medical Corp .’ s true product is not medicine ; it is “ miracles .” BMW Canada ’ s true product is not a car ; it is the “ ultimate driving experience .” These companies use their training programs to communicate the true product .
Imagine , for instance , being hired as a mechanic with a BMW Canada auto dealership . It is one thing to be told , “ You fix cars .” It is something else to understand that you are part of creating the “ ultimate driving experience .” In the latter , you are encouraged to help customers get the most from these very special cars . Clearly , you can ’ t simply
Communicating the true product is an important part of the process . Most employees want to be part of something larger than the basics of their jobs .
communicate the true product and leave it at that . There must be systems and processes that support the philosophy . But , communicating the true product is an important part of the process . Most employees want to be part of something larger than the basics of their jobs . Walt Disney World custodial hosts and hostesses , for example , not only keep the parks clean , they answer questions , take photographs for guests and “ sweep with showmanship .” They are creating happiness .
Once again , one of the best ways to communicate the true product is through storytelling . To say , “ We create
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happiness ,” is nice , but not very effective . To provide ongoing examples of how it is done , and celebrating those who do , provides a model for associates to emulate . This is why storytelling is at the core of Disney ’ s approach to training .
What is your company ’ s true product ? It is the benefit your customers get by using your product or service .
OBJECTIVE 3 : COMMUNICATE EXPECTATIONS
One of the top reasons for employee defection is a lack of clarity regarding expectations . When people don ’ t know what it takes to be successful , they do their best to simply stay out of trouble and off the radar screen . Clear expectations provide a template for success . Consistent , non-negotiable service standards sound limiting at first glance . In reality , consistent standards are liberating in that they allow employees to focus their creativity in appropriate ways . Most organizations today have stated values . The problem lies in the fact that these stated values are often vague , they are similar to the values of every other organization , and / or there are too many for an individual to keep top of mind . It is vital to zero in on four or five organizational values that are “ corecore .” Violation of any of these values , even once , diminishes the very identity of your organization . Many organizations will argue that “ all 25 of our values are important .” While this may be true , I would challenge anyone to recite those 25 values , and I would question the “ coreness ” of all of them .
Training should communicate these core values as behaviors . What do the values look like , sound like and feel like in action ? The more information you provide , the greater the likelihood you will get the performance you are looking for . For example , “ Respect for the Individual ” is a core value of the hospital I mentioned earlier . Behaviorally , all hospital employees are expected to
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knock and ask permission before entering any patient ’ s room . They are expected to pull the privacy curtain any time they are with a patient . All hospital employees are expected to explain any procedure they are doing , demonstrating respect for the patient ’ s dignity . These behaviors are non-negotiable . The behaviors are introduced during orientation , reinforced during on-the-job training , and employees are thereafter held accountable for them .
CONCLUDING COMMENTS
If you want to build a service culture , service training will play an important role . Of course , technical training is , and will continue to be , an important part of any training program . Most companies , however , focus strictly on the technical skills and ignore the service culture skills , thinking that employees will simply catch on . The poor state of customer service in most companies demonstrates that most employees don ’ t catch on . World class companies ensure that employees : 1 . Are proud of the organization 2 . Understand the true product 3 . Understand what is expected Manager 1 : “ What if I put all of this effort into training my associates and they leave ?”
Manager 2 : “ What if you don ’ t put any effort into training your associates and they stay ?” S
Dennis Snow is the president of Snow & Associates Inc . Dennis worked with the Walt Disney World Co . for 20 years and now consults with organizations around the world , helping them achieve their customer service goals . He is the author of “ Unleashing Excellence : The Complete Guide to Ultimate Customer Service ” and “ Lessons From the Mouse : A Guide for Applying Disney World ’ s Secrets of Success to Your Organization , Your Career and Your Life .” You can reach Dennis at 407-294-1855 or visit his website at www . snowassociates . com .
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