1. COVER STORY
performance management feedback powerful forces: reality, society, etc. the interplay between a person's
wherein the employee was counselled When these make conflicting conscious and unconscious minds.
to work on identified areas; change demands on the ego, it is The 'self' concept is a unique
in reporting - caused either due to understandable if one feels framework by which people make
change in role or when the reporting threatened or overwhelmed. This is sense of their experiences. Through
manager changes. While systematic a feeling of anxiety, and it serves as this, people define what is good or
change took place over time, but, a signal to the ego that its survival, bad, acceptable or unacceptable,
impacted a larger number, whereas and with it the survival of the whole success or failure. Inescapably people
sudden turnaround took place in few being, is at risk. The ego copes with experience aspects of themselves that
of the staff. In cases of sudden the demands of reality, the id, and threaten this sense of 'self'. People
turnaround, determination the superego as best as it can. may not be able to accept their
demonstrated after the incident was However, when the anxiety becomes aggressive impulses or failures or
high and it was also felt that peer overwhelming, the ego must defend they are doing something destructive.
pressure acted like a At best, in form of
motivator," notes Dr. Nair. psychological maturity,
Not all cases are
positive. Stanley points at a
Customer service at people respond to these
threats by acknowledging
case, which was reactive in
nature: "A CSE appeared to
Starwood their existence and working
through them in a way that
be calm and composed For enhancing the customer service experience resolves things. Conversely,
when he first joined the Starwood Hotels & Resorts Worldwide for its the defence mechanisms
organization. His job profile may avert the impulses from
meant dealing with Starwood Preferred Guest (SPG) members is coming into awareness.
customer grievances all the utilizing FaceTime, Apple’s video calling Nevertheless, these impulses
time, which included application, to facilitate face-to-face associations stay active at an unconscious
listening to angry level and influence a person's
customers, sales persons, between customers and customer service behaviour and relationships.
dealing with constant work agents. SPG members can utilize FaceTime on In a unique approach, Kotak
pressure and meeting the their iPhone 4, new iPod touch or Mac. To launch Bank reinforces one of its key
expectations of all behaviours - entrepreneurial
concerned. Unable to cope a video call, they can call a dedicated number to approach, that gives the
up, the CSE started reacting, connect live with a customer service agent, who space (empowerment) that
which reflected in the can aid them make or change reservations, each employee requires to
rapport shared with other deliver a superior customer
team members and it book award stays, confirm account balances or interface, within the broadly
eventually came to a point access hotel information. This innovative way defined guidelines. "This
where the CSE did not care is giving a meaningful, personalized experience initiative is called 'Eureka',
if anyone complained about which is a platform whereby
him, the quality of/ delay in that will reverberate with Starwood’s loyal an employee can give
his work, etc. Despite our customers. Starwood has found that customers suggestions on improvement
attempts to counsel him, are enjoying viewing the individual behind the of customer delivery process.
due to this continued Once a suggestion is
attitude, the company was voice. It’s also a great way for customer service accepted, it is implemented
unable to consider the CSE representatives in Starwood to interact with immediately so that benefits
for growth prospects. guests personally. can be realized. Another
Hence, eventually the CSE constant endeavour that we
(Source: www.successfulmeetings.com)
felt de-motivated and left as an organization are
the organization." striving toward is to evaluate
Psychologically, it is true that if a itself. It does so by instinctively the impact of continuity on great
person is placed in situations that reacting to unpleasant things/ customer service. A lot of studies in
puts him on the defensive or situations, and looks for opting out the recent past have correlated
threatens him in some way the of the situation like leaving the job. superior customer service to
person starts reacting against his This is a defence mechanism. If longevity in the service tenure and
basic nature as Personality is defined certain situations are just too much we are also seeing a lot of indicators
by the way an individual habitually to handle, the person wants to get which point towards the same. A lot
perceives, associates to and interacts out of it. The concept of defence of initiatives are being looked upon
with others and the society at large. mechanisms comes from in this regard to ensure consistent
Freud says 'Life is not easy'. The ego psychodynamic theory. It is linked superior customer service," informs
- the 'I' - sits at the center of some to the concept of 'self' and involves Bhaduri. HC
30 ■ July 2011 www.humancapitalonline.com ■