Service that rocks nebrcul[1]

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Service that rocks nebrcul[1]

  1. 1. Service That RocksCreating/Maintaining a World-Class Service Culture Jim Knight
  2. 2. The Set List•  External Service Philosophy (Public, Members, Customers, Guests, Clients)•  Internal Staff Delivery (Employees, Staff, Team Members, Associates)•  Top Take Aways (to create “Service That Rocks”) @KnightSpeaker
  3. 3. I Look at Business This Way… Members/Guests/Customers/Clients Staff/Employees/Team Members Supervisors/Managers General Manager Regional/Multi-Unit VP’s CEO
  4. 4. Create “Raving Fans” = Sustainability1.  Decide What You Want2.  Discover What the Guest Wants3.  Deliver Plus One
  5. 5. 1. Decide What You WantThe most successful companies have a shared mindset amongst all employees!
  6. 6. The Mission“To spread the spirit of Rock‘n’Roll by creating authentic experiences that rock.”
  7. 7. Your Mission?“To spread the spirit of __________by creating ___________________________________.”
  8. 8. Top Take Aways to Create Service That Rocks1.  Create a clear, inspiring, guest-obsessed purpose to the business (for all stakeholders)
  9. 9. The Differentiated Service Experience•  Technical side = Predictable results
  10. 10. Technical = PredictabilityFundamentals •  Right people are in the right place •  Properly scheduled & staffed •  Effectively trained & indoctrinatedEmployees are Technically great •  Consistent systems and metrics are in place to ensure standards are met •  Employees are consistent in their delivery of the standardsWell-Managed Environment •  Everyone is held accountable at all levels •  Everyone is coached & supported •  Everyone treated with respect Things go right!
  11. 11. The Differentiated Service Experience•  Technical side = Predictable results•  Emotional side = Unpredictable moments
  12. 12. Emotional = UnpredictabilityPersonalized & Authentic •  Emotional attachments are created with individualized service •  Behaviors are not canned or fakeLoose & Fun Atmosphere •  Leadership sets the tone & standards •  Hard Rockers have “permission slips” to create unforgettable momentsUnique & Memorable Experiences Must Be Created “____________happened while I was there!”
  13. 13. Where the Rubber Meets the RoadPUBLIC Product Price Service Moments
  14. 14. Top Take Aways to Create Service That Rocks1.  Create a clear, inspiring, guest-obsessed purpose to the business (for all stakeholders)2. Service trumps Product, Price & Convenience every time – always has, always will
  15. 15. 2. Discover What the Guest WantsInternal: –  Member Surveys (Phone or Online) –  Comment Cards –  Customer Service Line –  Mystery ShoppersExternal: –  Focus Groups –  Consultants –  In-Person Clipboard Surveys
  16. 16. The Experience EconomyMore than ever, consumer expectations revolve around Price per Value.
  17. 17. Price per Value Price toConsumer Commodities Goods Services Experiences
  18. 18. Price per Value Price toConsumer Commodities Goods Services Experiences
  19. 19. Menu
  20. 20. Merchandise
  21. 21. Music
  22. 22. Memorabilia
  23. 23. Multi-Media
  24. 24. Monuments
  25. 25. The Amplifier
  26. 26. Memories = Raving Fans
  27. 27. Value Matters “Companies that fail to provide consistently engaging experiences, overprice their experiences relative to the value perceived.” - The Experience EconomyTo drive repeat business: • Consistency must be achieved first (technical side) • Experiences must blow away the perceived value (emotional side)
  28. 28. People Only Repeat What They Like
  29. 29. Top Take Aways to Create Service That Rocks1.  Create a clear, inspiring, guest-obsessed purpose to the business (for all stakeholders)2.  Service trumps Product, Price & Convenience every time – always has, always will3. Value matters – people only repeat what they like
  30. 30. Perception is RealityGuests Have 1 of 3 Perceptions of Your Brand when they Interact with You:
  31. 31. Why People Stop Coming Back in Hospitality:1% Die3% Move from the area5% Develop better business relationship elsewhere9% For conflict of interest14% Dissatisfied with product68% Upset with the service – the way they were treated Bu-Bye
  32. 32. Perception is RealityGuests Have 1 of 3 Perceptions of Your Brand when they Interact with You: O
  33. 33. Four Letter WordsThese words will put us out of business: FINE GOOD OKAY
  34. 34. Acceptable Mediocrity “People expect bad goods and rude service.” “If the abuse isn’t worse thanexpected, they’ll be back for more.”
  35. 35. Vanilla is Cool…
  36. 36. Perception is RealityGuests Have 1 of 3 Perceptions of Your Brand when they Interact with You: O
  37. 37. Mental Shelf Space The area of memorystorage from which you make decisions THE MENTAL ROLODEX
  38. 38. Top Take Aways to Create Service That Rocks1.  Create a clear, inspiring, guest-obsessed purpose to the business (for all stakeholders)2.  Service trumps Product, Price & Convenience every time – always has, always will3. Value matters – people only repeat what they like4. Be the chocolate - create as many +’s as possible to make Mental Shelf Space
  39. 39. 3. Deliver Plus One
  40. 40. The Differentiated Service Experience•  Technical side = Predictable results•  Emotional side = Unpredictable moments
  41. 41. 3. Deliver “The Vision” Plus OneFirst Date Theory
  42. 42. Top Take Aways to Create Service That Rocks1.  Create a clear, inspiring, guest-obsessed purpose to the business (for all stakeholders)2.  Service trumps Product, Price & Convenience every time – always has, always will3. Value matters – people only repeat what they like4. Be the chocolate - create as many +’s as possible to make Mental Shelf Space5. Treat each member like you’re on a First Date (or 1st Day of Work, CEO) every time
  43. 43. Seth Dechtman 1-877-245-8692 seth@thespeakeragency.comJim@KnightSpeaker.com@KnightSpeakerJim KnightJim Knight

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