This document outlines a customer service and leadership initiative for the Chicago Park District. It discusses conducting an initial needs assessment through surveys and focus groups, identifying common themes around culture, language, and employee recognition. A timeline is provided for developing the initiative through discovery, content and training strategy development, and deployment. Research from other organizations is presented, along with an overview of customer journey mapping and internal branding. The document concludes by outlining implementation and goals accomplished so far, including training modules and moving training online.

1. Customer Service & Leadership Initiative
July 2020

2. Presenters
Nicole “Nikki” Ginger, MAEA, CPRE
Director of Workforce Development
Chicago Park District
Nicole.ginger@chicagoparkdistrict.com
Neelay Bhatt
Vice-President & Principal
PROS Consulting, INC
neelay.bhatt@prosconsulting.com

3. What is the
worst example of
customer service
you have
experienced?

4. How many
agencies have a
current
Customer
Service Program
in place? Type
YES

6. Timeline
Conduct
Initial
Needs
Assessment
Research
Leaders &
Identify
Common
Themes
Distribute
RFP &
select
vendor
Develop
Steering
committee,
conduct
needs
assessment
(focus
groups &
survey)
Develop
Content &
Training
Strategy
Develop
manual &
Launch
Training
Deploy
Sustainability
plan

7. What companies or
P&R Agencies have
GREAT (or even
good) Customer
Service even during
COVID-19? How?

8. Research

9. Research
• Leading P&R Agencies
• Disney Institute
• Consultants
• Home Depot
• Oz Principal
• White Sox
• Dale Carnegie Institute
• Virgin Atlantic
• Nordstrom
• Southwest
• Trader Joe’s
• Four Seasons
• Starbucks
• Toyota
• Zappos
• National & State
Speakers

10. Common Themes
Culture of Quality
Common
Language &
Purpose
Employee
Recognition
Empowerment &
Accountability
Consistent hiring
practices “hire for
smile”

11. CPD Customized Team
Former Disney
Cast Member
National Parks and
Rec. Consultant +
Former Disney
Cast member
Local + National
Diversity and
Inclusion Expert

12. DON’T JUST
CREATE CHANGE.
CREATE A
CULTURE.

14. Discovery
*Steering Committee
for guidance and
buy-in
*Focus Groups &
surveys to identify
common themes,
vision, practices, and
pain points
Development
*Customer Journey
Mapping
*Brand Initiative
*Develop Content
*Launch new hiring
packet
Deployment
*Develop course
content followed by
ongoing training
*Create
sustainability plan
*Implement train
the trainer model
Sustainability
*Online learning
*Follow-up Surveys
and Mystery
Shopping
*Performance
Metrics
CPD Customized Approach

15. Initial Needs Assessment
• All Employee Survey
• *External Customer Service Survey
• Internal Focus Groups/Interviews

17. Survey Overview
• Based on Malcolm Baldrige Criteria for Performance
Excellence:
– Leadership
– Strategic Planning
– Customer Focus
– Measurement, Analysis and Knowledge Management
– Workforce Focus
– Operations
– Results
• Total of 763 respondents

18. Findings
I know who my most
important customers are.
(91%)
I regularly ask customers
what they need and want.
(85%)
I am allowed to make
decisions to satisfy my
customers. (69%)
I ask if my customers are
satisfied or dissatisfied with
my work. (68%)
Customer
Focus

19. What is Customer Journey Mapping?
A customer journey map is a visual
representation(s) of every experience
your customers have with you across various
avenues.
Not meant to be specific but a high-level overview

20. Customer Journey Mapping

21. How many of you
have undertaken
customer journey
mapping exercises
in your agencies?
What have you
done?

22. Discovery Research /
Exploration
Register /
Sign-up /
Purchase
Participate Post
Participation
Tasks
Motivations
Touchpoints
Emotions
Barriers
Customer Journey Mapping - CPD

23. Discovery Research /
Exploration
Register /
Sign-up /
Purchase
Participate Post
Participation
Doing Looking for a pool to use
in the summer
Does online research
Stops at park/calls the
park
Looks for park signage
*Looking at CPD
Website for info on
Norwood Park Pool
*Visiting park for
schedule and
information
Register for open swim
pass
Arrive at park ready to swim Looking for available pool
schedule to return
Evaluating if will return to
use the pool again
Thinking Looking for pool
information, is there a
fee? Are there open
swim?
Do I need a membership?
*Link takes me to
Norwood Park Open
Swim Monthly Pass,
isn’t there a season
pass?
How can I register
everyone in my family
quickly?
Why is the link only to a
monthly pass?
How long is the season?
Do I have to renew
everyone before the end of
the season?
Where do I get my pass?
How do I get my pass?
What are the pool rules?
What can I bring with me?
How clean and accessible
are the locker rooms and
pool?
Great value-free
Clean amenities and friendly
staff
Attentive Lifeguards
Feeling Inquisitive *Glad to locate info,
but frustrated and
confused
Slightly annoyed Annoyed that the paper pass
will get wet
Overwhelmed
Excited
Gets clarity when speaking
to staff
Positive
Touchpoints Website
Any physical signage, not
given in a timely manner
Website
Confirmation email
Information about
getting a pass is in
small print and not
easily detected
Multiple confirmation
emails.
Inconsistent availability of
front desk staff to help get a
pass
No designated greeter
available
Signage is not clear
Swim Schedules
Online registration vs in-
person registration
Barriers Not mobile friendly
No signage available in
early May.
Link is only to
monthly membership
Impossible to read
on mobile
Lack of information Lack of greeter
Signage
Availability of information

24. Internal Branding
1. Define your values and mission
2. Engage your people
3. Give your internal brand an identity – and align it
with the external
4. Communicate your internal brand strategy and
embed it
5. Recognize, reward, and incentivize
Source: ‘5 Ways to Build Your Internal Branding Strategy’ https://www.interact-
intranet.com/blog/5-ways-build-internal-branding-strategy/

25. • Zappos: WOW!
• Southwest: Servant's Hearts, Warrior
Spirits & Fun LUVing
• White Sox: Pride, Passion, Tradition
• Nordstrom: Hire for the smile; One
Rule: Use good judgement for all
situations
• Super Bowl XLVI – 2012 – “Have a
Super Day!”
Customer Service Branding

27. For those of you
that have a
Customer Service
Training….is it
custom or off the
shelf?

28. Overall Priorities
• Based on all feedback, analysis and observations, the top
staff priorities were:
1. Deliver effective communication (internal and external)
2. Continue identifying customer needs
3. Clear resources for answers
4. Inconsistent standards and protocols for service delivery
5. Ensure accountability throughout the organization
6. Dealing with Difficult Customers, Conflict / Complaint
Resolution

29. Module 3: Dealing With Difficult Service Situations
TBD TBD
Module 2: Service Excellence
TBD TBD
Module 1: Communication
Importance of
Communication
Types of Communication Listening and Empathy

30. Implementation and Reinforcement
Leadership &
Admin Training
Park Supervisor
Training
Refocus and
Move Online
Micro
Learnings

31. 2019 Goals Accomplished
2020 and beyond
• Finalized and Rolled out LEAF
• Provided training on 3 Modules for all Admin Staff
• Deploying Train-the-Trainer Program for Customer
Service and Leadership Development
• Established Micro learnings for Module 1
• Moved all Module 1 Trainings to Virtual Delivery

35. “Some people look for a
beautiful place. Others
look to make a place
beautiful”
-Inayat Khan-Spiritualist

37. Customer Service & Leadership Initiative
July 2020
Nikki Ginger
nicole.ginger@chicagoparkdistrict.com
Neelay Bhatt
Neelay.bhatt@prosconsulting.com