Answer to Question #209161 in Management for KAM

Question

SUBJECT : SERVICE MARKETING

Define service culture in detail. How can a good service culture be adopted , explain by giving 8 points with elaboration ?

Answer 1

Service culture is to motivate employees in an organization to take a customer centric approach to their regular duties and work activities. The employees share a common purpose where everyone is focused on creating value for others inside and outside the organization by providing an outstanding service. Example of service culture is In-N-Out Burger that has a service culture focused on three words cleanliness, quality and services infused into the company in 1948.

The following are ways how good service culture can be adopted;

1) Create a unique service philosophy-Find out what version or style of service your customers VALUE most, and then match your service philosophy to meet their needs. For instance, there are different words to describe the word “quality” for an organization and each with a different meaning: durability, craftsmanship, design, efficient use of materials, packaging and presentation.Your customers should have as many different words and meanings for “service”.

2) Constantly explain and promote Your Service Philosophy- an organization should build their mission, Vision and Values, newsletter, training, recruitment, orientation and rewards program. The organization should work to upgrade service skills and uplift the service mindset in the organization.

3) Hire people who are committed to your service philosophy- everyone must be committed to work towards organization service values and aims everyday. The new staff should be aligned with organization's values. Employees who are not aligned with the values can damage the organization's reputation and hurt the morale of the team.

4) Orient the new staff to supirior service- The new staff should experience the best of your customer service culture in action during their first months on the job. They will be encouraged with best service provided. They should also be Introduced to organization's best customers. They should also be mentored, managed and motivated as the new service players on the organization's team.

5) Continuously train and retain the organization's service team- providing customer service requires working with other people as a team. Other people can get angry, or be in a bad mood, or simply not appreciate the efforts and the service you provided to them. Therefore, it is advicable to continuously train and retrain the team members and support them with a robust service culture.

6) Recognize and reward service providers- In a strong service culture, recognition and rewarding employees must come frequently from the organization. Recognition can also be given to internal service providers, for most improved department, most helpful employees, best effort to upgrade service, systems or standards.

Recognition can be given to others, too; best service from a supplier, most appreciative customer, most helpful and responsive government agency, most supportive family members at home. Rewards and recognition encourages the organization's team to give better and more creative customer service.

7) Listening to the voice of the customers by the organization- in a strong service culture, everyone understands what customers need and value. They know what customers want to achieve; their hopes, dreams and ambitions. They know what customers want to avoid; their concerns, anxieties and fears. Customer complaints and compliments are the real-time voice of the organization's customer. These outspoken comments should be heard throughout that particular organization. Compliments boost morale and remind everyone what actions must continue. Complaints are even more carefully read. Every staff member reads each month what must be changed, updated or improved.

8) Create rituals to reinforce the organization's service culture.

Every strong culture has rites and rituals. These activities anchor individuals to collectively reinforce what the group deems acceptable, admirable and important. A more constructive ritual would be to hold a party welcoming new staff members, gathering to acknowledge staff members on their anniversary of joining the company and thanking them for giving another great year of service.

There are many ways you can reinforce your culture with rituals: “Service Hall of Fame”, “Compliment of the Month”, “Service Provider of the Week”, “Uplifting Service Awards”, “Dinners with Our Service Winners”.