How to Find More Opportunities to Add Customer Value

[Music]
read this question out loud with me
ready
go
where and when can we take new action to
create
more value
is it something that we do face to face
is it on the phone is it in an email is
it at the beginning is it at the end do
we do it in our staff meeting do we do
it over the counter is this something
that happened where and when
specifically
do we take that action that results in
more value because it's one thing to say
oh we need to improve our primary
product or we need a better service
mindset or demonstrate greater ongoing
relationship concern but it's another to
say you know what after that type of
transaction then we should reach out
within three days either by email or by
phone call depending upon how they
communicated with us or what they prefer
and we should thank them once again and
ask them if there's a follow-up you get
my point to answer this question we need
another principle
this is called a service transaction
it's the idea that service has a
beginning
in the middle and then it comes to an
end
and all along the way there will be
multiple points
some of them face to face some of them
over the phone some of them on paperwork
some of them on a screen some of them at
a website some of them in a follow-up
some of them at the beginning some of
them in the sales conversation some of
them
each one of those points can be
evaluated on the six levels of service
each point
give you an example
changi international airport
rated number one airport on the planet
how do they do that
an airport is a very complex location
there's a lot going on
well they came to me many many years ago
and they said we want to be known as the
best
and the friendliest
airport in the world
best airport in the world is evaluated
using certain criteria like
speed
accuracy efficiency productivity
security and safety
singapore is pretty good in every one of
those categories
but friendliest airport in the world is
not a matter of productivity efficiency
speed
accuracy right friendliness is more of a
feeling that people get from the way you
serve them and in that area singapore is
it's not so native
for example
if we go to thailand
you'll get this kind of service sawatika
very gentle
very kind very personal why are they
like that it's in the
culture
if you go to japan
very formal
very respectful
why are the people like that it's in the
culture go down to australia good day
mate no worries come on in have a beer
why are the australians so gregarious
and outgoing like that it's in
the beer
and the beer is in the culture big time
now you go to singapore and you get a
yeah are you so like that
it's kind of a primarily chinese trading
transactionally focused it doesn't in
the culture is not warm and friendly
we've been working on it for a long time
but it's not native
you with me
okay so changi airport said well we know
that that's the problem how are we gonna
solve it and i said i tell you what
let me have everybody in the whole
airport learn these two things just like
we're starting here with ellen sorry
right here
let's have every single person
understand these two things number one
there are six levels of service and the
stairs are slipping down number two
every transaction has multiple
perception points
each point can be evaluated on the six
levels
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