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Preparation
This focus of this class is to help employees understand how customer needs drive not only the quality of service but also the services they expect. Use the information below to enhance the class discussions.
1. Identify examples of business practices that have been defined by customers.
For example: Twitter has become a customer resource for solving problems. Delta Air Lines offers customers the option of using Twitter to contact customer service to resolve problems. If that same customer flies another air carrier that doesn’t use Twitter as a customer service solution, what do you think their opinion will be about that airlines’ commitment to its passengers?
External customers may determine the business practices around hours of operation, office locations, discounts offered to customers, access to information (website, phone/online support, social media), loyalty programs, etc. Customers may expect you to match competitors’ customer services practices.
Internal customers may determine business practices as well. For example, internet startups have a reputation for providing free drinks/snacks in the office, recreational activities such as ping pong or video games, and highly flexible work hours. As a new startup, these practices can become the baseline of what is expected by new employees.
2. Identify examples of how your Company’s business practices have been defined by both internal and external customers.
For example, based on the last employee survey, a company responded to the lack of clarity surrounding career advancement opportunities. They developed and rolled out a more formalized Framework that mapped out potential advancement options related to all roles.
3. Identify examples of how the quality of service is determined by customers.
Examples of quality may be related to the length of wait times, the number of times a customer has to provide the same information, length of the process, and confusing or unclear instructions.
People communicate their customer service experiences in various ways. Word of mouth is the most common way people share their experiences with family and friends. To reach larger groups, they choose public forums such as Yelp, Angie’s List, the Better Business Bureau, Ventnation.com, Glassdoor.com, and various social media sites (Facebook, YouTube™, Pinterest, etc.). What other options do your customers use?
Familiarize yourself with the following examples of viral customer service videos. If possible, you will be sharing these videos with the participants as part of the class discussion.
United Breaks Guitars: http://youtu.be/5YGc4zOqozo
This video received over 13.5 million views on YouTube™ as of November 2013. From the United Breaks Guitars Wikipedia site: According to the New York Times, 4 days after this song was released, United Airline’s stock suffered a 10% drop in value and cost shareholders $180 million. In the end, United asked to use the video to train its baggage handlers.
Rejection Therapy Day 3 – Ask for Olympic Symbol Doughnuts. Jackie at Krispy Kreme Delivers: http://youtu.be/7Ax2CsVbrX0
This video received over 5 million views on YouTube™ as of November 2013. Jia Jiang wanted to to desensitize himself from the pain associated with rejection. To overcome his fear, he developed the 100 Days of Rejection Therapy initiative with the aim of making 100 crazy requests, each of which would lead to rejection. On Day 3, he visited Krispy Kreme in Austin, TX. Watch how Jackie, a Krispy Kreme employee, responded to his crazy request.
Review guidance below.
Roles
Manager – Help employees understand how customer needs drive the quality of service and their expectations about that service. Provide examples of how your Company’s business practices have been defined by your customers.
Employee – Understand that companies’ business practices are based on customer wishes/needs. Be cognizant of how the customer’s definition of quality can impact the Company and the individual.
Getting Started
At the beginning of the session, welcome everyone and follow-up on last week’s homework assignment where they were asked to identify ways in which they or their coworkers have provided solutions and shown customers that they care.
Ask: “What did you learn from your homework assignment last week?”
Remember to encourage conversational dialogue by using open-ended questions. Another technique is to say, “Tell me more,” or “Tell me more about that.” Be prepared to share some of your personal thoughts and examples. Refer to the Getting Started sections in Tenet 1 or Tenet 2 for more information.
Introduce the fourth Tenet – Customers Define Quality and Service
Say: “Today, we will focus on the fourth Tenet – Customers Define Quality and Service’.”
Ask: “What does this tenet mean to you?”
Customers Define Our Business Practices
Say, “Do you ever wonder why we do what we do and the way that we do it? Companies can’t exist unless they meet the needs of current or potential customers. It is the customers that drive our business practices.”
Ask: “Who can provide an example of how customers define business practices?”
Refer to examples you developed or those provided in the Preparation section above. Specific Company examples have far greater impact on the discussion than those from other companies.
Say, “Let’s talk about what we mean by customers determining service quality.”
If possible, play the United Breaks Guitars YouTube™ video in this session. Otherwise, include the video as part of the homework assignment. Discuss the significance of customer expectations around quality service using the examples you developed or those provided in the Preparation section above, End with the United and Krispy Kreme examples below.
United Breaks Guitars (4:37): Over 13.5 million views on YouTube™ (uploaded July 2009). The Wikipedia® site states: “According to the New York Times, 4 days after this song was released, United Airline’s stock suffered a 10% drop in value and cost shareholders $180 million.” In the end, United asked to use the video to train its baggage handlers..
This is a great example of how lapses in quality can impact everyone. Employee morale may be affected. The Company may lose customers or lose their business for a period of time. In this United Airline example, there could be a wider effect. The decrease in shareholder value could lead to a decrease in the value of retirement accounts, impacting not only current retirees but other investment funds containing UAL stock.
Rejection Therapy Day 3 – Ask for Olympic Symbol Doughnuts. Jackie at Krispy Kreme Delivers (5:14): Over 5 million views on YouTube™ (uploaded November 2012). Jia Jiang wanted to to desensitize himself from the pain associated with rejection. To overcome his fear, he developed the 100 Days of Rejection Therapy initiative with the aim of making 100 crazy requests, each of which would lead to rejection. On Day 3, he visited Krispy Kreme in Austin, TX. Watch how Jackie, a Krispy Kreme employee, responded to his crazy request.
This example of how a positive customer service experience can go viral. How many people like Jackie are in your organization?
Summary
Business practices are driven by internal and external customer needs
Customers hold companies accountable for the quality of the service they receive
Each interaction has the potential to affect both those directly and indirectly involved in the customer service experience
Homework/exercises
Over the next week, notice how customers’ needs are addressed through your Company’s current business practices as well as the business practices of other companies with which you interact. In what ways do you measure the quality of service you receive? What are your customers saying about your Company?
Assign the United Breaks Guitars and Rejection Therapy Day 3 – Ask for Olympic Symbol Doughnuts. Jackie at Krispy Kreme Delivers YouTube™ video if you were unable to show them in class.
Let’s Engage!
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You can access information on The 10 Tenets of Better Engaged Employees below:
Tenet 1 – Customers Make the Rules
Tenet 2 – Service Comes from the Inside Out
Tenet 3 – Provide Solutions and Show that You Care
Tenet 4 – Customers Define Quality and Service
Tenet 5 – Feedback from Customers is a Gift
Tenet 6 – Know Your Customer and You’ll Be Rewarded
Tenet 7 – Skip Satisfaction, Exceed Expectations
Tenet 8 – Create Value
Tenet 9 – Be More, Better, Faster, Different
Tenet 10 – Honor Your Customer
