Achieving Service Excellence by Design

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The organizational alignment audit

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Achieving Service Excellence by Design

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

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