the service excellence model
DESCRIPTION
A service excellence model going beyond smile on-the-telephone customer service tricks and ITIL best practice to provide a generic high-level model that is applicable across any industry or service.TRANSCRIPT
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The Goal of Service Excellence
Only Nice Surprises Permitted
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Delight by Exceeding Expectations
Value:• Return on Investment• Cost vs Benefit• Risk Avoidance/Reduction• Fit for Purpose• Fit with Self-Image• Performance• Convenience• Aesthetics
Trust:• Durability• Credibility• Security• Confidentiality• Integrity• Warranty• Consistency• Engagement• Risk vs Reward
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The Landscape
Understanding the Customer Perspective
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Individual References & Influences
• Beliefs & Values• Circumstance• Priorities• Experience• Knowledge• Abilities• Emotions• Environment• Self-Perspective & Identity
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The Core
The four elements of the core are the central components to service excellence.
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Accuracy
• Validation
• Verification
• Complete
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Availability
• Available as advertised
• Frictionless Access
• Ease of Navigation
• Capacity & Stock to Meet Demand
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Reliability
• Quality
• Consistency
• Durability
• Privacy & Security
• Ownership & Response
• Guarantees & Resolution
• The Ronseal ™ test• “It does what it says on the tin.”
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Presentation
• Clean & Tidy
• Engagement
• Reassurance
• Discretion
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The Foundation
The core is built on three foundation elements
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Knowledge & Understanding
• Engage• Listen• Question• Observe• Analyse• Theorise• Replay• Validate• Measure• Learn• Repeat
“Any fool can know. The point is to understand.”
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Efficiency
• Customers assume efficiency is the suppliers problem• They typically don’t want to see in the engine room or in
the kitchens• Just don’t make them wait!
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Expertise & Experience
• Customers assume staff have all the appropriate skills, qualifications, experience and certifications
• Less relevant for low-value, low-risk, low-skill service delivery
• Over-qualified is fine. Under is not!
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Value-Add
Personalisation is the Key to Excellence
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Advice
• Use experience, expertise and insight as a foundation to relevant advice
• Test reception before advising• Engage at customers pace and level
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Customisation
• Individual customisation• Bespoke outputs
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Partnership
• Alignment of common goals• Share of risks and reward
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The Store Front
The Store Front is crucial to customer engagement, relationships and retention
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Communication
• Has the customer heard what you said?• Under promise – over deliver• Listening requires concentration• What is not being discussed?• Consider frequency, method, tone & consistency across channels• The person engaging the customer is the provider. Speak with one voice
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Delivery
• Customer buy experiences - obtained from products and services
• Sell the sizzle not just the sausage• Remove the pain and deliver the gain
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The Service Excellence Model
The one-page model
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Value and Trust
ExpertiseEfficiency
Accuracy
Reliability
Availability
Partnership, Customisationand Advice
Communication & Delivery
Foundations
Core
Value-Add
“Store Front”
Goals
Presentation
Knowledge& Understanding
Influences Customer Perception
Elements are not uniform and should be balanced to
suit the situation.
Copyright Peter Gross, 2014. All Rights Reserved.
TheService
Excellence Model
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Peter Gross
Peter is an accomplished programme and project manager with over 25 years
commercial experience gained across a variety of public and private sector
organisations from early stage start-ups to established global FTSE100 enterprise
environments.
About the author
http://uk.linkedin.com/in/petergross