I came across this video from Dennis Snow at his blog the other day and I thought I’d share it with you as I love its simplicity. Dennis’ background is that he worked (starting at the bottom and worked his way up) for the Disney corporation for 20years, has written a couple of great books on Disney World and customer service and now consults and talks to large corporations about how they can create more “magical” customer experiences.
Here’s my summary of what his four steps to creating a culture of customer service excellence :
One, it all starts when you define your service culture. What does that mean? Dennis suggests that if you answer the following question: “What are the three things you want your customers to say about your experience?” that will take you closer to defining the culture and customer experience that you want to create.
Two, make sure that your recruitment process looks for the behaviours in people that can deliver Number 1. This is recruitment driven by what sort of customer journey or experience that we want to deliver.
Three, implement a training process that builds on and reinforces those behaviours from Day 1 (induction) and repeats throughout an employees employment. We have to continually review and refresh the training that supports the development of our culture so that it stays fresh and front of everyones minds.
Four, hold people accountable for those behaviours. Only when we hold people accountable to what we want to achieve, what we hired them for and then tie that to their performance appraisals, promotion prospects and rewards and incentives can we really start to build the culture that we want.
Simple, don’t you agree? Many companies do try and do this and Dennis shows how there is a really straightforward way to create such a customer service led culture. So, where do many companies fall down?
Adrian Swinscoe is a customer experience consultant and advisor, and has been growing and developing customer-focused large and small businesses for 20 years. He has previously worked with Shell, FT and The Economist Group as well as advising and consulting numerous other large organisations as well hundreds of smaller businesses to help them...