Watch the video of this talk here: http://ow.ly/DJFjg Other SDGC14 talks (videos, slide-decks, sketch-notes etc.): http://ow.ly/DJvLJ Mia Kleregård from Systembolaget Systembolaget is a stateowned company that have monopoly to sell alcoholic beverages in Sweden. It has a mandate from the government with a clear vision “A society in which everyone can enjoy alcoholic drinks with due regards for health considerations and without harming themselves or others”. This means that 5 000 employees are selling alcohol from special shops and under Swedish alcohol law restrictions. During the biggest change of the company they went from the typical stateowned company that was not too popular to receive multiple rewards for “Best in Service”. Their journey has been amazing and was done in three years, the Swedish people support has never been so good. They choose to develop their service throughout leadership training with a clear intention on “becoming the best I can be”. Only to realize, that not only did the meaning of work change – even the value of life changed. Passionate leadership that involves and engage employees to become “the best they can” be was their key. How they did it? Mia inspired the audience sharing some key takeaways. Welcome to a presentation in true inspiration on how to create value for life and your employees.

1. SERVICE DESIGN GLOBAL CONFERENCE
October 2014 | Stockholm
passionate leadership and
engaged employees.
we did it!
Mia Kleregård

2. Passionate leadership and engaged employees –
WE DID IT!
Mia Kleregård - Systembolaget
Kortare textstycke
14.10.14 Service Design Global Conference 2014 1

3. Systembolaget exists for one reason
There will be fewer alcohol-related
problems if alcohol is
sold without aiming to
generate a profit
Service Design Global Conference 2014 2
14.10.14

4. Systembolaget’s mandate means
• Limited access via
• Number of stores
• Opening hours
• Sales regulations
• No maximisation of profits or additional
sales
• Brand neutrality
• Responsible approach and good
customer service
• Profits in line with requirements
Service Design Global Conference 2014 3
14.10.14

5. • 423 stores
• Over 125 million customer visits
• 500 agents in smaller towns and
rural areas
• 4,834 employees
• Turnover of SEK 25 billion
4
Systembolaget in brief
Service Design Global 14.10.14 Conference 2014

6. A society in which everyone
can enjoy alcoholic drinks
with due regard for health
considerations and without
harming either themselves
or other people
5
Our vision
Service Design Global 14.10.14 Conference 2014

7. To improve our customer service
was a strategic decision

8. Customer satisfaction index
72
73
74
75
77
78 78
79
81
82
84
82
80
78
76
74
72
70
68
66
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Service Design Global 14.10.14 Conference 2014 7

9. 14.10.14 Service Design Global Conference 2014 8

10. 14.10.14 Service Design Global Conference 2014 9

11. From
• We decide how good we are
• Employees following instructions
• Customer service following rules and
procedures
• Leadership responsable for their part
of the business
• No interest in an outside-in persepctive
• Checklists and procedures to be
followed strictly
To
• The customer decides how good we are
• Employees performing missions
• Customer service based on each
customers needs
• Leadership with a passion for
Systembolaget
• Great interest in an outside-in perspective
• Improvise when suitable and necessary
What is new?
14.10.14 Service Design Global Conference 2014 10

12. Trust
Service Design Global Conference 2014 11
14.10.14

13. Our goal an outstanding customer service
The idea – to do it by mobilizing managers
leading employees towards providing an
outstanding customer service.
Managers and employees should see an
improved customer interaction as the
highest priority mission and passion.
The better customer relations –
the stronger Systembolaget
14.10.14 Service Design Global Conference 2014 12

14. The promise to our customers
You should always feel welcome
You should always be able to
learn something from us
You should always be able to
rely on us selling responsibly
Service Design Global 14.10.14 Conference 2014
13

15. In store:
• For 4,800 employees to deliver our customer promise in every meeting
At the head office:
• Serving our colleagues who are serving the customer
• Develop the best customer experience in Sweden
14
Focus Focus on the leadership on the employee Focus on result
Our challenge
14.10.14 Service Design Global Conference 2014

16. Leadership as a strategy
Involve
14.10.14 Service Design Global Conference 2014 15

17. It all started with an inspiring management conference!
14.10.14 Service Design Global Conference 2014 16

18. Engage
Service Design Global Conference 2014 17
14.10.14

19. Lab stores – ”Aquariums” – our way of
training to find out what the customers
”really” want and to make the employees
move out of their!.
!comfort zone to become ”the best they
can be”
14.10.14 Service Design Global Conference 2014 18

20. We created a new way of exchanging best practise!.
The blog ”All of us, Always!” (Alla Alltid)
27 839 visits
18 354 LIKES
14.10.14 Service Design Global Conference 2014 19

21. Employee meetings at 27 different locations – the
biggest movement in Systembolagets history.
20
!these meetings
were held and
planned by our
leaders and
employees by
themselves , all with
a clear intention to
involve and engage!
Service Design Global 14.10.14 Conference 2014

22. We only achieve the goal when the customer says
that we are outstanding
14.10.14 Service Design Global Conference 2014 21

23. Our next goal? - To impress!!
14.10.14 Service Design Global Conference 2014 22

24. !..and to make Sweden a little bit better tomorrow
then it is today!
......and when your leaders employees understand that just they have a
higher purpose then the daily work 9-5, and are one with the company
vision the passion and love occurs.
Not only do their job get a new meaning. Their hole life does.
It´s called magical moments.
14.10.14 Service Design Global Conference 2014 23

25. And it all begins with one decision –
It´s time for a change to become the
better you!
Thank you.
Questions? You find me here:
mia.kleregard@systembolaget.se
+ 46-70 618 09 73