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Do You Have Clear Service Guidelines?

Saturday, June 22, 2013
posted by Lee Cockerell 12:23 PM

New Blog Post

If you do not have clear service guidelines which are followed your customers will receive very inconsistent service. This is not a good thing.

You must design your service with great attention to detail. I once wrote a paper titled, “The Perfect Trip To Disney World.” I wrote this as an example of how to design your service no matter what business you are in. You must think about what you want to happen each and every time your customers or potential customers come into contact with your staff, your facility or your product. Each interaction must be designed and implemented through training and holding your staff accountable for performing their role in the show just the way you designed it.

While I worked for Disney I continually encouraged everyone to focus on the Welcome and Farewell part of what we called the Guest Experience Cycle. When you train everyone in your company to pay particular attention to the arrival of a customer and their departure you will have moved up the image and reputation of your customer service dramatically and it is free.

When a customer gets anywhere near one of your employees that employee should immediately be focused on that single customers needs. This is the beginning of excellent service.

The Welcome and Farewell are points in time where each one of us—if we are paying attention—can make our customers feel just a little more special than we already do.  Recently on a visit to a new retail store here in Orlando I observed a lot of  employees who were not trained to pay attention to the customer the moment the customer came into their space. This is a leadership training and accountability issue. Your employees want to do what you want them to do but first you have to tell them, train them, hold them accountable and give them recognition, appreciation and encouragement one at a time to make this part of your service culture.

I used to learn a lot when I went out and spent the day in the parks with my grandchildren Jullian, Margot and Tristan.  When I stood in an attraction, food, or merchandise line, I was able to observe how well Cast Members were interacting with Guests.  We were very good . . . but from time to time I noticed opportunities to make improvements. You are never as good as you think you are. One untrained employee can really hurt your business.

The basics are what make the difference. Friendliness and cleanliness are basics, just like salt and pepper. Food just tastes better with salt and pepper and businesses taste better too, when they are friendly and clean.

Our simple Seven Service Guidelines for Guests was a tool I used for training in the basics. Get these right and your customers will be very happy and loyal. Create you own guidelines for your organization. Make sure that you are observing your employees performing their jobs to ensure that they are doing a great job with your guidelines . . . and then do them a big favor and coach them so they can be great!

Service Guidelines for customers are really simple, as long as you teach each and every employee how to make them a part of who they are Teach them:

  • WHY each guideline is important.
  • WHAT it means to your organizations reputation for professionalism.
  • HOW it fits into who you are and what you want to be famous for.

1.  Make Eye Contact

This is a way to acknowledge customers and to make them feel special and to send the message that you know they are there.  This is the perfect way

to have a “one second” interaction with your customers. Looking a customer in the eye and smiling is a positive interaction.  If this happens hundreds of times a day, your customers are WOWED, because most places it does not happen. You will win by comparison.

2.  Greet and Welcome Each and Every Customer

You are probably in some kind of service business so Smile! Smile in person and smile on the phone. Become famous for courtesy and friendliness.  Disney invented it and you can adopt it.  Walt said, “Keep it clean and friendly, and everything will work out just fine even after Disney” (meaning himself).  He was right!

3.  Seek Out Customer Contact

Look for opportunities to approach customers.  They will enjoy interacting with your employees. Share your product and services knowledge with them.  This can become the highlight of their visit to your business. Go to them verses making them have to track you down.

4.  Provide Immediate Service Recovery

Find a way to make the situation better.  Be sincere.   Say you are sorry and mean it.  Don’t be sarcastic, rude, or defensive, as this is not part of your job.  Look for some alternatives.  Ask your manager  for assistance.  Don’t say “no” until you have tried everything else; and then it should be the manager who says “no” as the last resort.  These are your customers; and by the way, you do make mistakes that you need to recover from if you don’t want to lose customers one at a time. Customers have alternatives.

5.  Display Appropriate Body Language

Don’t lean.  Smile and look happy, as this is part of your job responsibility.  Don’t be preoccupied.  Focus on the customer. Have a pleasant look on your face.  As far as customers are concerned, they want to deal with people who are happy, positive and knowledgeable. This is a big part of your job description.

6.  Preserve an Excellent Customer Experience

Stay focused on your job.  Be courteous, friendly, and helpful—even under pressure.  Be professional at all times, no matter what.  You, as leaders, need to stay in role as well—which means always be professional.

Never get defensive or rude with customers.  The louder they get, the quieter and calmer you get.  Don’t take it personally, because they don’t even know you.  They are usually upset because you have not delivered on their expectation, whether it is reasonable in your mind or not.  Are some customers going to try and take advantage of you to get something free?  Yes, they are; but they really are the exception.  So let’s not start out by treating people as if they were dishonest.  Someday, the dishonest ones will have to answer to a higher leader than us.

It’s not your customers fault that your organization has set high expectations for quality products and service.  Treat them as you would a friend, and that is what they will become.  This is what will set  your organization apart from the rest of the world.  Remember that the “moment of truth” is when the customer comes in contact with you, your premises, your product and your employees.   YOUR employees are the face of your organization. In fact they are your organization.

7.  Thank Each and Every Customer

This is a common courtesy that is not so common in the world anymore, and it really is appreciated by everyone.  Do it with sincerity and a smile.

So, there you are.  Always tell your employees why you want them to do something, and the chances of their doing it goes up dramatically.  Constantly remind your employees of your expectations for following your guidelines. We all need to be reminded of the basics from time to time so Just Be Clear!…Lee

Go to my website: www.LeeCockerell for more lessons on leadership, management and service excellence and for information on my two books, Creating Magic and The Customer Rules.



2 Responses to “Do You Have Clear Service Guidelines?”

  1. bulkmail4u says:

    Excellent blog. We need to make a conscious effort to follow your guidelines at every point of contact. It seems so simple, yet sometimes easy to forget. Thanks for the clear and direct reminder.

  2. Scott says:

    Hi Lee, thanks for the guidance. I enjoyed learning about your “Perfect Trip to Disney World” paper in your new book. That was a pretty neat way to get your team onboard with your vision. I like your last tip about thanking the customer. I rarely hear that from businesses anymore. Therefore it’s a great way to stand out! Take care.

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