 How
Hot is Our Service?
A
large bank came to me for the first time seeking a big
improvement in their retail counter service. They asked
me for ‘customer service training’ but also
complained about the shallow impact of classroom training
efforts from other providers. I was hesitant. Classroom
training is only a partial solution, especially for
a high-traffic, face-to-face service environment. To
make it more effective, creativity is needed. So I invented
a novel approach involving customers and staff, immediate
feedback, and clear targets and objectives. Perhaps
you can use this, too. 1. Set up a large colorful ‘Service Quality Thermometer’
in the lobby. Place it where customers can use it easily.
2. Place three ‘voting buttons’ next to
the thermometer labeled ‘Good service’,
‘Service OK’ and ‘Service needs improvement’.
3. Each time the first button is touched, a light cheery
sound emerges and the thermometer goes ‘up’
a notch. When the ‘Service OK’ button is
touched, the nice sound is heard but the thermometer
remains the same. The button marked ‘Service needs
improvement’ makes no sound, but the thermometer
drops a notch.
4. At the end of each day, post the results on an attractive
monthly scoreboard marked: ‘How hot is our service?’
Locate the scoreboard in full view of both customers
and staff.
5. Over time, a standard will emerge for each branch
of the bank. Gradually raise the standard. Run contests
between the branches. Give ‘pat on the back’
recognition. Highlight past performance and illustrate
‘Our target for today!’
6. Ask customers who touch ‘Service needs improvement’
for their immediate recommendations and feedback. Ask
those who touch ‘Good service’ what key
elements of the interaction had satisfied their needs.
7. Based upon this genuine and immediate feedback, design
a training program to help staff understand and deliver
what really works.
Key Learning Point
Excellent service
quality training is important, and sometimes a
classroom is the best place to provide it. But training
should be always supported by a work environment that
generates interest and participation.
Action Steps
Back up your training
efforts with creative programs to involve staff, and customers,
in a continuous journey towards service improvement. Use
the `Service Quality Thermometer' idea, or come up with
creative plans of your own. Creativity + Training = Results.
Next Article in Customer Service Measurements >>
No News is Bad News!
First Article in Customer Service Mindset >>
Leave This Place Better Than You Found It
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Ron Kaufman is an internationally acclaimed customer service training educator for quality service.
He is author of the bestselling series "UP Your Service!" and founder of
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