This video discusses the concept of taking new actions to create more value for customers. It explores the different ways and moments where these actions can be taken, such as face to face, phone calls, emails, or staff meetings. The video emphasizes the importance of reaching out to customers after transactions, thanking them, and asking for follow-up. It also introduces the concept of a service transaction with a beginning, middle, and end, and highlights the need to evaluate each interaction on the six levels of service.
This video discusses the concept of taking new actions to create more value. It explores where and when these actions can be taken, such as face to face, on the phone, via email, or in staff meetings. The video emphasizes the importance of reaching out to customers after transactions, thanking them and asking for follow-up. It introduces the concept of a service transaction, which has a beginning, middle, and end, and highlights the need to evaluate each interaction on the six levels of service. The video also gives examples, such as Changi International Airport, known for being the friendliest airport in the world due to their focus on customer service. It concludes by emphasizing the importance of serving better and caring more.
read this question out loud with me
where and when can we take new action to
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
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
this is called a service transaction
it's the idea that service has a
in the middle and then it comes to an
and all along the way there will be
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
each one of those points can be
evaluated on the six levels of service
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
and the friendliest
airport in the world
best airport in the world is evaluated
using certain criteria like
accuracy efficiency productivity
security and safety
singapore is pretty good in every one of
but friendliest airport in the world is
not a matter of productivity efficiency
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
if we go to thailand
you'll get this kind of service sawatika
very kind very personal why are they
like that it's in the
if you go to japan
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
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
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
each point can be evaluated on the six
thanks for watching this video
your dedication to serving better and
caring more makes the world a better
place for everyone
for more uplifting ideas practical
insights and free resources please
Creating more value can be achieved by taking new actions at different points and in various ways. It can be face-to-face interactions, phone calls, emails, staff meetings, or even over the counter. The key is to identify the specific moments where these actions can result in more value for the customers.
A service transaction has three main phases: the beginning, the middle, and the end. Throughout these phases, there are multiple points where interactions occur, such as face-to-face interactions, phone calls, paperwork, screens, websites, and follow-ups. Each of these points can be evaluated on the six levels of service.
The six levels of service provide a framework for evaluating each interaction point within a service transaction. These levels include:
By assessing these levels at each touchpoint, organizations can identify areas for improvement and determine how to deliver better service throughout the entire customer journey.
Changi International Airport in Singapore is known for being the best and friendliest airport in the world. They achieved this reputation by focusing on both productivity-related factors and the feeling of friendliness in their service. While Singapore is traditionally not known for its warm and friendly culture, Changi Airport made a concerted effort to improve in this area.
Enhancing the levels of service and customer experience can have a significant impact on customer support. By proactively reaching out and engaging with customers after a service transaction, organizations can reinforce their commitment to customer satisfaction. This can result in improved customer loyalty, higher customer retention rates, and positive word-of-mouth referrals.
Remember, improving service and creating more value requires ongoing effort and a service mindset throughout all customer interactions. Evaluating each touchpoint and striving to excel on the six levels of service can help organizations deliver exceptional experiences and build lasting relationships with their customers.
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Good customer service is crucial for business success. It retains customers, boosts sales, and strengthens brand image. Invest in your customer service team, provide them with the right communication tools, and reward their efforts. They can also act as social media managers to engage with customers effectively.
Train teams in customer experience communication to improve sales and service. Good customer service requires responsiveness, competence, and consistency. Invest in customer loyalty for increased profit. SOPs and flowcharts can standardize customer service processes.
Building relationships, valuing customers, and providing exceptional service are essential for business success. Invest in customer loyalty for increased profit.
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