Operationalizing the Service Process
You want to improve service levels and decide to implement a customer service training initiative. Then the question emerges “why?” and “where are you moving the customer service level from and to?” Perhaps you’ve done some generic customer service development already and realized that you need to offer a real differentiated experience for your customers. Perhaps consistency is an issue for you that will trigger a more comprehensive and thoughtful intervention.
We design and implement such a global consulting development process for service organizations seeking to capitalize on a significant improvement in customer service through:
- Retaining and growing a loyal customer base through an unforgettable service experience
- Increasing sales and ancillary sales
- Improving customer service efficiencies
This process helps you define and embed customer service skills into the lifeblood of your organization. It is especially relevant for “operational” service organizations (i.e. airlines, airports, transportation, financial services and retail operations) with large numbers of staff and clients, multiple sites, and a large number of customer experience touch points and “moments of truth”.
Our customer service improvement process involves bespoke customer-focused interventions using various methods, such as:
- Customer Ethnography *– the study of your customers in their native environment while they are using your services
- Employee Ethnography – the study of your service personnel while going about their daily work
- Customer Journey Mapping – mapping out all your customer touch points and moments of truth and evaluating these
- Co-Creation – designing the ideal customer experience involving customers, staff, managers, and service experts alike
- Implementation – improving the service skills by customer service training, boot camps, shop floor tools, coaching cards, rhythm and routine, service management, leadership role modeling and more.
* What is “Ethnography Research” conducted in a business environment?
It involves much talking and asking questions, observing behaviors and emotional reactions — whether its customers or workforce. It requires a great deal of empathy because the researcher has to enter someone else’s space.
Ethnography is different from other types of research, such as focus groups because of its intimacy. Time is devoted to relating to people in their natural environments — whether as customers or as staff. Issues that go beyond service are discussed: What do people value, what do they want, what do they expect. Moreover, all this discussion occurs right in the middle of what they normally do as customers or as a workforce.
We avoid preconceived notions. Our researchers let the customers or workforce guide the discussion, so they can tell us what is important to them, what makes them feel positive or negative. Because our findings are deeper than traditional research methods, the companies we work with can turn our conclusions into actions.