achieving service excellence by design
DESCRIPTION
The organizational alignment auditTRANSCRIPT
1) Discuss the applied theory & key concepts
2) Review specific questions
3) Closing comments followed by Q & A
- How many of you are familiar with the... 20/20/20 rule?
Article: Achieving Service Excellence by Design: The Organizational Alignment Audit
Authors: John C. Crotts & Robert C. Ford
- John C. Crotts - PhD, Professor in the Department of
Hospitality and Tourism- College of Charleston
- Robert C. Ford- PhD, Professor of Management - University of Central Florida
- Theory- Transformational Leadership
- Key Concepts- Customer Service- Customer Loyalty- Organizational Alignment
- To review the concept of organizational alignment
- To look at specific areas that aide the performance of firms that are seen as benchmark organizations
1) To identify how well frontline employees provide excellent customer service. - Is their customer service directly aligned with
corporate objectives?
2) To guide other researchers to expand their interests into this subject matter.
1) A firm whose internal and external policies are in alignment will perform better than a company that is not aligned
2) Firms that have explicit goals of service excellence will be more effective and profitable than corporations with low alignment
3) When a firm is focused on the same goals that they represent, they will gain customer loyalty
Participants- Employees of hotels and hospitals
Procedure- The authors constructed an
Organizational Alignment Audit to assess a firm’s consistency with its mission statement behavior
Survey- 42 questions
Question Examples- We follow a set plan to fix customer
service issues- Management routinely reminds staff
members of their commitment to service excellence
All studies have found a strong relationship between organizational alignment and business performance from the research predictions.
Organizational Alignment Audit:
- Can be compared with benchmark organizations
- Can be used for comparisons between senior, middle, and supervisory managers and frontline employees
Organizational Alignment Audit
- The authors have only utilized the Audit in three applications
- Hopefully invite the interest of researchers to extend the organizational alignment in new ways
- 20/20/20 rule
- Customer Service, Customer Loyalty, Organizational Alignment
- “You can’t make happy customers with unhappy employees.” - J.W. Marriott
- Questions & Answers