This document provides a summary of key points from a presentation on creating a world-class service culture. The presentation discusses: 1) having a clear, guest-obsessed purpose for the business that is inspiring to all stakeholders; 2) prioritizing service over product, price, and convenience; and 3) delivering an experience that exceeds guest expectations in order to create "raving fans" and encourage repeat business. The focus is on treating customers in a personalized way to form emotional attachments rather than just meeting basic needs.

1. Service That Rocks
Creating/Maintaining a World-Class Service Culture
Jim Knight

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. 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. Create “Raving Fans” = Sustainability
1. Decide What You Want
2. Discover What the Guest Wants
3. Deliver Plus One

5. 1. Decide What You Want
The most successful companies have a shared
mindset amongst all employees!

6. The Mission
“To spread the spirit of Rock‘n’Roll by creating
authentic experiences that rock.”

7. Your Mission?
“To spread the spirit of __________by creating
___________________________________.”

8. Top Take Aways to Create
Service That Rocks
1. Create a clear, inspiring, guest-obsessed purpose to
the business (for all stakeholders)

9. The Differentiated Service Experience
• Technical side = Predictable results

10. Technical = Predictability
Fundamentals
• Right people are in the right place
• Properly scheduled & staffed
• Effectively trained & indoctrinated
Employees are Technically great
• Consistent systems and metrics are
in place to ensure standards are met
• Employees are consistent in their
delivery of the standards
Well-Managed Environment
• Everyone is held accountable at
all levels
• Everyone is coached & supported
• Everyone treated with respect Things go right!

11. The Differentiated
Service Experience
• Technical side = Predictable results
• Emotional side = Unpredictable moments

12. Emotional = Unpredictability
Personalized & Authentic
• Emotional attachments are created
with individualized service
• Behaviors are not canned or fake
Loose & Fun Atmosphere
• Leadership sets the tone & standards
• Hard Rockers have “permission slips” to create
unforgettable moments
Unique & Memorable Experiences Must Be Created
“____________happened while I was there!”

13. Where the Rubber Meets the Road
PUBLIC Product Price Service Moments

14. Top Take Aways to Create
Service That Rocks
1. 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. 2. Discover What the Guest Wants
Internal:
– Member Surveys (Phone or Online)
– Comment Cards
– Customer Service Line
– Mystery Shoppers
External:
– Focus Groups
– Consultants
– In-Person Clipboard Surveys

16. The Experience Economy
More than ever, consumer expectations
revolve around Price per Value.

17. Price per Value
Price to
Consumer
Commodities Goods Services Experiences

18. Price per Value
Price to
Consumer
Commodities Goods Services Experiences

19. Menu

20. Merchandise

21. Music

22. Memorabilia

23. Multi-Media

24. Monuments

25. The Amplifier

26. Memories = Raving Fans

27. Value Matters
“Companies that fail to provide consistently
engaging experiences, overprice their experiences
relative to the value perceived.”
- The Experience Economy
To drive repeat business:
• Consistency must be achieved first
(technical side)
• Experiences must blow away the
perceived value (emotional side)

28. People Only Repeat What They Like

29. Top Take Aways to Create
Service That Rocks
1. 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
3. Value matters – people only repeat what they like

30. Perception is Reality
Guests Have 1 of 3 Perceptions of Your Brand
when they Interact with You:

31. Why People Stop Coming
Back in Hospitality:
1% Die
3% Move from the area
5% Develop better business relationship elsewhere
9% For conflict of interest
14% Dissatisfied with product
68% Upset with the service –
the way they were treated
Bu-Bye

32. Perception is Reality
Guests Have 1 of 3 Perceptions of Your Brand
when they Interact with You:
O

33. Four Letter Words
These words will put us out of business:
FINE GOOD OKAY

34. Acceptable Mediocrity
“People expect bad goods and
rude service.”
“If the abuse isn’t worse than
expected, they’ll be back for more.”

35. Vanilla is Cool…

36. Perception is Reality
Guests Have 1 of 3 Perceptions of Your Brand
when they Interact with You:
O

37. Mental Shelf Space
The area of memory
storage from which you
make decisions THE MENTAL
ROLODEX

38. Top Take Aways to Create
Service That Rocks
1. 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
3. Value matters – people only repeat what they like
4. Be the chocolate - create as many +’s as possible to
make Mental Shelf Space

39. 3. Deliver Plus One

40. The Differentiated
Service Experience
• Technical side = Predictable results
• Emotional side = Unpredictable moments

41. 3. Deliver “The Vision” Plus One
First Date Theory

42. Top Take Aways to Create
Service That Rocks
1. 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
3. Value matters – people only repeat what they like
4. Be the chocolate - create as many +’s as possible to
make Mental Shelf Space
5. Treat each member like you’re on a First Date (or 1st
Day of Work, CEO) every time

43. Seth Dechtman
1-877-245-8692
seth@thespeakeragency.com
Jim@KnightSpeaker.com
@KnightSpeaker
Jim Knight
Jim Knight