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2016 Issue 4 | THE SCORE
Customer Service Continued from page 35
actions that resulted in excellent service . Send articles about customer service to the team with a note from you highlighting how the information pertains to your business . Ensure you are displaying service measurement information in behindthe-scenes areas and that the information is kept up to date . Nothing screams “ program of the month ” louder than data that hasn ’ t been changed for months .
Most importantly , be creative about the communication mechanisms used for keeping the vision in front of the team . I recently consulted with a hospital that has variety of mechanisms to remind staff members of the true meaning of their jobs . My favorite example is this : Whenever a baby is born in the hospital , the first 10 seconds of Brahms ’ lullaby plays softly throughout the entire hospital ’ s sound system . This simple mechanism reminds staff members , in very difficult jobs , of the miracles happening in their workplace . They have found that patients often ask why the music is playing . When the staff member explains that a baby has just been born , there is an emotional connection that takes place for the patient and the staff member .
Hold employees accountable for service excellence
Leaders must ensure that accountability processes are built into any service improvement initiative . Look at your performance appraisal system . Do appraisals , for both management and frontline employees , emphasize specific customer service behaviors ? How much is customer service emphasized in the appraisal ? Is it a single rating point amongst 30 items , or is it clear that service is a priority ?
It is vital that you become a customer service coach . Whenever you see opportunities for improvement for any employee , take the time to coach . If you do this consistently , word will spread faster than you can imagine . If , for example , you notice an employee displaying negative physical posture or using a bored tone of voice on the telephone , taking a moment to correct the behavior and stressing why it is important to present a welcoming image is more effective in changing behavior than any training program . The immediacy of the feedback is the key . Often leaders do not do this because they are concerned about offending the employee , or there is simply a reluctance to confront negative behavior . But holding employees , at all levels , accountable for service excellence is vital if you are serious about service improvement .
When I was a relatively new supervisor at Walt Disney World , I received a call to meet then Walt Disney World Vice President Bob Matheison at a specific location on Main Street USA . As I walked up to Bob , I saw that he was staring at one of the merchandise shops . I knew from his expression this was not going to be a pat on the back for a job well done . “ What do you see ?” he asked . I saw that a small pane of glass had been replaced , and that the installer had neglected to take the protective paper backing off the glass . Although I did not install the glass , it was my job as a supervisor to make sure that Main Street USA was “ show ready ” by the time the guests arrived .
I missed this particular item . Bob ’ s simple act of holding me accountable for a small detail had a huge impact on the future of my attention to detail .
Of course , the other side of the accountability coin is also important . The Gallup organization has conducted significant research regarding the reasons for employee “ defection .” Gallup found that one of the main reasons for defection is a lack of recognition for good work . Whenever you observe an employee providing excellent service , take the time to reinforce the behavior through immediate recognition . Recognition can simply take the form of a positive comment , or something greater if appropriate . Again , immediacy is the key . Taking the time to immediately reinforce the behavior greatly increases the likelihood of the behavior being repeated .
As a leader , you are looked upon as a role model of the organization ’ s commitment to customer service . Employees take their cues directly from you . They watch how you treat customers , listen to how you talk about customers and observe what you demonstrate as important through how you spend your time . By walking the talk , keeping the vision constantly in front of employees and holding everyone accountable for performance , service excellence will soon become part of the organization ’ s culture , creating a culture of service excellence .
Watch the magic happen
A favorite example of “ inculturating ” service excellence involves a housekeeper at Walt Disney World ’ s Contemporary Resort . A family was at dinner and the housekeeper was conducting the room turndown service . As she prepared the beds and did the general cleanup , she noticed that the children had several stuffed Disney characters around the room . Taking an extra few seconds , she arranged the characters on the children ’ s pillows , tucked them in and left a note saying , “ I know you had a busy day ! The characters were tired so I tucked them in for you .” She then signed her name , Helen . Imagine the impact on this family when they returned to the room . Leadership seized upon this story of doing small things that make a big difference and told this story in so many meetings that it became legendary at Disney World .
Other housekeepers have come up with creative ideas such as lining up the stuffed characters in front of the TV and turning it on . Some housekeepers will arrange the characters on a table with playing cards in their hands or with milk and cookies . Guests consistently write complimentary notes regarding this activity . Imagine the loss if leadership did not recognize this behavior , communicate it and reinforce it . Most people want to do their best . They just need encouragement and reinforcement . Watch the magic happen ! 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 .