Operationalizing the Service Process

This comprehensive consulting development process has been designed for service organizations seeking to capitalize from a major improvement in customer service through:

  1. Retaining and growing a loyal customer base through a distinguished service experience
  2. Increasing sales and ancillary sales
  3. Improving customer service efficiencies

This process helps you define and embed customer service experiences into the lifeblood of your organization. It is especially relevant for ʻoperationalʼ service organizations with large numbers of staff and clients, multiple sites, and a large number of customer experience touch points and ʻmoments of truthʼ. Such organizations include airlines, airports, transportation, financial services and retail operations.

When this is relevant

You want to improve service levels and decide to implement a customer service training initiative. Then the question emerges “why?” and “where are you moving the customer service level from and to?” Perhaps youʼve done some generic customer service development already, and realized that you actually need to offer a truly differentiated experience to your customers. Perhaps consistency is an issue for you that will trigger a more comprehensive and thoughtful intervention.

Our customer service improvement process involves bespoke customer-focused interventions using multiple methods, such as:

  1. Customer Ethnography – the study of your customers in their native environment while theyʼre using your services See Note below for a definition of ethnography
  2. Employee Ethnography – the study of your service personnel while going about their daily work
  3. Customer Journey Mapping – mapping out all your customer touch points and moments of truth and evaluating these
  4. Co-Creation – designing the ideal customer experience involving customers, staff, managers, and service experts alike
  5. Implementation – service experience competencies, customer service training boot camps, shop floor tools, coaching cards, rhythm and routine, service management, leadership role modeling and more.

What is ethnography resarch conducted in a business environment?

It involves a lot of talking and asking questions, observing behaviors and emotional reactions — whether its customers or work force. It requires a great deal of empathy, because the researcher has to enter someone elseʼs space.

Ethnography is different from other types of research, such as focus groups because of its intimacy. Time is devoted to relating to people in their natural environments — whether as customers or as staff. Issues that go beyond service are discussed:What do people value, what do they want, what do they expect. And all this discussion occurs right in the middle of what they normally do as customers or as workforce.

We avoid preconceived notions. Our researchers let the customers or workforce guide the discussion, so they can tell us what is truly important to them, what makes them feel positive or negative. Because our findings are deeper than traditional research methods, the companies we work with are able to turn our conclusions into actions.