Customer Focus InitiativeCustomer Focus InitiativeCautions and Warnings about TodayCautions and Warnings about Today

Defend rather than try to learn; Defend rather than try to learn; blame rather than seek to understand blame rather than seek to understand

Work the example and miss the pointWork the example and miss the point Attempt to fix what’s bad without Attempt to fix what’s bad without

using or supporting what’s good using or supporting what’s good Think you have no stake, no Think you have no stake, no

influence, no responsibility, and thus influence, no responsibility, and thus no problemno problem

Customer Focus InitiativeCustomer Focus InitiativeWarnings about Service Culture ChangeWarnings about Service Culture Change

It takes more time than you It takes more time than you thinkthink

It also takes much It also takes much longerlonger than than you thinkyou think

It is never orderly and preciseIt is never orderly and precise It will involve every senior It will involve every senior

leader in ways that can be leader in ways that can be awkwardawkward

Customer Focus InitiativeCustomer Focus InitiativeWarnings about Culture ChangeWarnings about Culture Change

It will have failures and It will have failures and successessuccesses

Service quality may get worse Service quality may get worse before it gets betterbefore it gets better

Some associates will never “get Some associates will never “get it” and will likely work against itit” and will likely work against it

Each culture change effort is Each culture change effort is custom; and, there is no precise custom; and, there is no precise blueprintblueprint

Customer Focus InitiativeCustomer Focus InitiativeCharacteristics of Customer Focus CulturesCharacteristics of Customer Focus Cultures

If you studied the companies that If you studied the companies that their customers’ today say are their customers’ today say are consistently customer-centric, consistently customer-centric, what would you find?what would you find?

Customer Focus InitiativeCustomer Focus InitiativeCharacteristics of Customer Focus CulturesCharacteristics of Customer Focus Cultures

Their motivation for a strong and Their motivation for a strong and enduring customer focus comes enduring customer focus comes from more than simply an from more than simply an economic, financial or marketplace economic, financial or marketplace advantageadvantage

They have a clear service vision They have a clear service vision that permeates the organization that permeates the organization and is used as a touchstone for all and is used as a touchstone for all plans and practicesplans and practices

Customer Focus InitiativeCustomer Focus InitiativeCharacteristics of Customer Focus CulturesCharacteristics of Customer Focus Cultures

They craft a distinctive They craft a distinctive “brandable” customer experience “brandable” customer experience that flows out of their that flows out of their vision/values and is in sync with vision/values and is in sync with their total offering (across all their total offering (across all customer touch points)customer touch points)

They create customer metrics They create customer metrics (including report cards) that (including report cards) that reflect their customers’ definition reflect their customers’ definition of service excellenceof service excellence

Customer Focus InitiativeCustomer Focus InitiativeCharacteristics of Customer Focus CulturesCharacteristics of Customer Focus Cultures

They use broad based employee They use broad based employee participation and over participation and over communication as key tools to communication as key tools to learn, early warn, improve, and learn, early warn, improve, and implement as well as foster implement as well as foster employee buy-inemployee buy-in

They have selection, orientation They have selection, orientation and training processes that reflect and training processes that reflect a strong customer focusa strong customer focus

Customer Focus InitiativeCustomer Focus InitiativeCharacteristics of Customer Focus CulturesCharacteristics of Customer Focus Cultures

Leadership demonstrates that a Leadership demonstrates that a customer focus is crucial to the customer focus is crucial to the success of the organizationsuccess of the organization

Customer metrics are integrated Customer metrics are integrated into performance management, into performance management, leadership accountabilities and leadership accountabilities and incentives.incentives.

Customer Focus InitiativeCustomer Focus InitiativeCharacteristics of Customer Focus CulturesCharacteristics of Customer Focus Cultures

They thrive on continuous They thrive on continuous customer feedback and customer customer feedback and customer intelligence used to drive intelligence used to drive continuous improvement continuous improvement throughout the organizationthroughout the organization

They have clear service standards They have clear service standards throughout the organization throughout the organization designed to promote consistency designed to promote consistency among internal partnerships and among internal partnerships and excellence in internal serviceexcellence in internal service

Customer Focus InitiativeCustomer Focus InitiativeCharacteristics of Customer Focus CulturesCharacteristics of Customer Focus Cultures

They use well-practiced service They use well-practiced service recovery for customer intelligence recovery for customer intelligence and process improvement, not just and process improvement, not just for damage control at the front for damage control at the front lineline

Front line employees are Front line employees are empowered to solve most empowered to solve most customer issues and are customer issues and are frequently affirmed for their frequently affirmed for their service excellenceservice excellence

It Starts with a Service VisionIt Starts with a Service VisionWhat Does a Service Vision Do?What Does a Service Vision Do?

It communicates your precise It communicates your precise customer focuscustomer focus

It identifies how you will be unique It identifies how you will be unique and distinguished in the eyes of and distinguished in the eyes of customerscustomers

It provides a tool for aligning It provides a tool for aligning energy and effort so customers energy and effort so customers enjoy consistency and reliabilityenjoy consistency and reliability

It serves as a grounding for service It serves as a grounding for service standards, measures, and practicesstandards, measures, and practices

Performance Research Performance Research

AssociatesAssociates

The service vision of Performance The service vision of Performance Research Associates, Inc. is to Research Associates, Inc. is to provide selected clients with relevant provide selected clients with relevant service wisdom they experience as service wisdom they experience as incredibly empowering and incredibly empowering and surprisingly simple that is delivered surprisingly simple that is delivered through a valued partnership.through a valued partnership.

Marriott LodgingMarriott Lodging

We will fulfill the obvious and subtle We will fulfill the obvious and subtle work, travel and leisure needs of our work, travel and leisure needs of our guests away from home by consistently guests away from home by consistently providing a place they find comfortable, providing a place they find comfortable, amenities they find valuable, and an amenities they find valuable, and an experience they find positive and experience they find positive and memorable.memorable.

Aurora HealthCareAurora HealthCare

We are committed to setting the We are committed to setting the standards of excellence in our standards of excellence in our profession and our markets. Our profession and our markets. Our innovative technology and innovative technology and progressive attitude attract progressive attitude attract patients, staff and physicians. Our patients, staff and physicians. Our personalized care and service insure personalized care and service insure they return and recommend us to they return and recommend us to others.others.

Victoria’s Secret CatalogueVictoria’s Secret CatalogueVictoria’s Secret StoresVictoria’s Secret Stores

Relationships with our Relationships with our clientsclients are are intimate, loyal and respectful. We intimate, loyal and respectful. We will always provide a pampering and will always provide a pampering and indulgent shopping experience that is indulgent shopping experience that is absolutely dedicated to legendary absolutely dedicated to legendary client service, urgency, passion and client service, urgency, passion and results.results.

The Ritz-Carlton The Ritz-Carlton CredoCredo

“We are ladies and gentlemen “We are ladies and gentlemen serving ladies and gentlemen” serving ladies and gentlemen”

We pledge to provide the We pledge to provide the finest personal service and finest personal service and facilities for our guests who facilities for our guests who will always enjoy a warm, will always enjoy a warm, relaxed yet refined relaxed yet refined ambience. The Ritz-Carlton ambience. The Ritz-Carlton experience enlivens the experience enlivens the senses, instills well-being senses, instills well-being and fulfills even the and fulfills even the unexpressed wishes and unexpressed wishes and needs of our guests.needs of our guests.

BROOKFIELD DEVELOPMENTBROOKFIELD DEVELOPMENT

Committed to being a Place of ServiceCommitted to being a Place of Service

Our tenants are our partners. We Our tenants are our partners. We plan, think, anticipate and act “in plan, think, anticipate and act “in our tenants’ shoes” seeking our tenants’ shoes” seeking features and actions they find features and actions they find valuable even before they are valuable even before they are requested. If we are successful requested. If we are successful our tenants will enthusiastically our tenants will enthusiastically endorse Brookfield as their “last endorse Brookfield as their “last landlord.”landlord.”

BROOKFIELDBROOKFIELD

MBNA CorporationMBNA Corporation

We pledge to provide the Customer the We pledge to provide the Customer the finest products backed by consistently finest products backed by consistently top-quality service. We will treat the top-quality service. We will treat the Customer the way we expect to be Customer the way we expect to be treated—putting the Customer first treated—putting the Customer first every day—and really meaning it. We every day—and really meaning it. We will strive to be the best—as leaders in will strive to be the best—as leaders in innovation, efficiency and Customer innovation, efficiency and Customer focus.focus.

Questions to Help You Communicate Questions to Help You Communicate Your Personal Service Vision for Your Personal Service Vision for PegasusPegasus

What are the Pegasus assets you What are the Pegasus assets you want to retain and/or strengthen?want to retain and/or strengthen?

What is the emotion you want What is the emotion you want customers to feel when they think customers to feel when they think about Pegasus?about Pegasus?

When customers enthusiastically When customers enthusiastically speak about Pegasus to others, speak about Pegasus to others, what phrases would you most like what phrases would you most like to hear?to hear?

Questions to Help You Communicate Questions to Help You Communicate Your Personal Service VisionYour Personal Service Vision

It’s 2006 and Pegasus has gained a It’s 2006 and Pegasus has gained a reputation for being a superior customer reputation for being a superior customer focused company. A seven-year old focused company. A seven-year old neighbor asks you, “How come people neighbor asks you, “How come people like Pegasus so much?” How would you like Pegasus so much?” How would you like to be able to answer this question?like to be able to answer this question?

It’s 2006 and Pegasus has been It’s 2006 and Pegasus has been recognized by the industry as tops in recognized by the industry as tops in customer focus. What is it about customer focus. What is it about Pegasus’ customer focus (visible to the Pegasus’ customer focus (visible to the outside world) that accounts for this outside world) that accounts for this important recognition?important recognition?

Customer Focus InitiativeCustomer Focus InitiativeCreating a Customer Focus CultureCreating a Customer Focus Culture

A rough “back of the envelope” A rough “back of the envelope” framework without timelinesframework without timelines

An approximation, based on An approximation, based on experience of othersexperience of others

A starting place based on your A starting place based on your goals and the initial assessmentgoals and the initial assessment

A tool for discussion, exploration A tool for discussion, exploration and alterationand alteration

Customer Focus InitiativeCustomer Focus InitiativeCreating a Customer Focus CultureCreating a Customer Focus Culture

FOCUS

Grounding

Direction

ASSESS

Learning

Knowledge

REPAIR

Improving

Quality

REFINE

Discovering

Invention

Customer Focus InitiativeCustomer Focus InitiativeCreating a Customer Focus CultureCreating a Customer Focus Culture

Customer Focus InitiativeCustomer Focus InitiativeCreating a Customer Focus CultureCreating a Customer Focus Culture

Conduct Customer, Culture and Employee Research

Craft and Communicate Customer Focus Strategy and Vision

Gain Employee Understanding of and Commitment to Vision

Identify/Eliminate/Incapacitate Barriers to Strategy and Vision

FOCUS

Grounding

Direction

Customer Focus InitiativeCustomer Focus InitiativeCreating a Customer Focus CultureCreating a Customer Focus Culture

Develop Customer Focus Accountability Methods for Leadership

Insure Selection, Orientation and Training Support Vision

Begin Service Quality Peer Review Process for Partnering

Begin Customer Service Standards Development System wide

FOCUS

Grounding

Direction

Customer Focus InitiativeCustomer Focus InitiativeCreating a Customer Focus CultureCreating a Customer Focus Culture

Elevate customer report card to Elevate customer report card to “driver” status“driver” status

Use service recovery tools for Use service recovery tools for customer intelligencecustomer intelligence

Craft/communicate/use real-time Craft/communicate/use real-time feedback tools system widefeedback tools system wide

Intensify senior leadership’s live Intensify senior leadership’s live assessment of customer focusassessment of customer focus

ASSESS

Learning

Knowledge

Customer Focus InitiativeCustomer Focus InitiativeCreating a Customer Focus CultureCreating a Customer Focus Culture

Craft leadership process for reviewing Craft leadership process for reviewing & using customer & using customer intelligence/feedbackintelligence/feedback

Begin system wide cycles of service Begin system wide cycles of service training and develop processes for training and develop processes for inter-unit review/improvementinter-unit review/improvement

Begin focus on affirmation methodsBegin focus on affirmation methods Implement performance management Implement performance management

& compensation systems to reflect a & compensation systems to reflect a customer focuscustomer focus

ASSESS

Learning

Knowledge

Customer Focus InitiativeCustomer Focus InitiativeCreating a Customer Focus CultureCreating a Customer Focus Culture

Intensify focus and train Intensify focus and train organization on service recoveryorganization on service recovery

Develop tools and guidelines for Develop tools and guidelines for responsible freedom responsible freedom (empowerment)(empowerment)

Formalize service improvement Formalize service improvement processprocess

Design a system wide renewal Design a system wide renewal effort to deal with “the wall”effort to deal with “the wall”

REPAIR

Improving

Quality

Customer Focus InitiativeCustomer Focus InitiativeCreating a Customer Focus CultureCreating a Customer Focus Culture

Develop processes for complaint Develop processes for complaint analysis/breakdown trendsanalysis/breakdown trends

Revamp customer intelligence Revamp customer intelligence communication systems for early communication systems for early warning and rapid repairwarning and rapid repair

Institute training on quality tools Institute training on quality tools and methods to eliminate negative and methods to eliminate negative variancesvariances

Improve inter-unit interfacesImprove inter-unit interfaces

REPAIR

Improving

Quality

Customer Focus InitiativeCustomer Focus InitiativeCreating a Customer Focus CultureCreating a Customer Focus Culture

Develop ways to surface, reward Develop ways to surface, reward and recognize innovationand recognize innovation

Create a cadre of rotating, internal Create a cadre of rotating, internal service quality consultantsservice quality consultants

Include residents in service Include residents in service reinvention processreinvention process

Train leaders in leading a creative Train leaders in leading a creative work environmentwork environment

REFINE

Discovering

Invention

Customer Focus InitiativeCustomer Focus InitiativeCreating a Customer Focus CultureCreating a Customer Focus Culture

Develop ways to expand community Develop ways to expand community connectionsconnections

Create service standards for Create service standards for vendors and suppliersvendors and suppliers

Institute training in lean thinking to Institute training in lean thinking to eliminate unnecessary wasteeliminate unnecessary waste

Begin using customer focus as a Begin using customer focus as a part of marketing/advertisingpart of marketing/advertising

REFINE

Discovering

Invention

Service Success is aService Success is aJourney, Not a DestinationJourney, Not a Destination