2. Performance. Growth. Profitability.
These key words appear regularly in strategic plans and annual reports, at staff training
events and meetings. Then there are words like Passion, Creativity and Innovation
– often spotted in mission statements and on motivational posters around the office.
So what do these terms mean to you, your managers and your service staff? And how do
the terms translate into service delivery at your frontline? This is what your customers – the
people who ultimately have the biggest hand in your business success – really care about.
Your customers are mainly concerned with how they will be treated by your frontline staff
– your ultimate brand ambassadors who have the power to strengthen or destroy your
brand image, to delight or disappoint your customers and to determine whether or not they
2
will come through your doors again.
S E R V I C E
As the expression goes, the frontline makes the bottom line. And while skills and product
training may equip your frontline staff to hit sales targets, it takes passion, creativity and
I N
P A S S I O N
dedication to transform practical knowledge into exceptional service that befits your brand
as well as your future growth.
A Q :
“ At AQ, we ask the right questions so that we can provide
meaningful solutions. Knowledge is power; yet we need to
ensure that this knowledge reaches the right people in the
right way and at the right time, to improve your business
performance both operationally and financially.”
Jeroen de Koning, Managing Director, Asia
4. Because it’s Personal
It may begin with a smile that’s so genuine it lights up the eyes,
followed by a sincere, “How are you today?” or “Nice bag you’ve
got there!” Soon, staff and customer are chatting away like old
friends, and the conversation continues long after the sale has
been made. After all, a product is just a product – but when complemented
with personalised service that’s fuelled by passion, the
What’s right with this picture? Both customer and staff are happy
customer is in for a unique experience that’s worth telling
and satisfied with this interaction. No forced and awkward sales
many more potential customers about.
pitch here, just good old-fashioned personal connection.
We at AQ believe that each and every one of your frontline
Between your brand and the consumer, it’s all personal. All
staff is able to make that crucial personal connection.
customers feel that. And they are able to discern the difference
That they, in fact, want to build long-term relationships with
4 between a good sale – which may only happen once – and a great
your customers. To help unlock the full potential of your staff,
service experience – which guarantees multiple sales.
we’ve created programs with a structured approach and
S E R V I C E
with tactical tools to ensure a continuous pulse of service
improvement. Like a heartbeat – strong and sure – guiding
your frontline ambassadors to tap into their passion, deliver
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their very best constantly and consistently, and create magic
P A S S I O N
in the process.
A Q :
“ Whether it’s a simple cup of coffee or a luxury car
with a 6-figure price tag, the frontline ambassador
should focus on you and not the product.”
Hans Wevers, Director, The Netherlands
5.
6. Rhythm in Action
“Excellence is not a singular act, but a habit. You are what
you repeatedly do.” This paraphrased quote by Aristotle reveals
how a rhythm of constant development and improvement
leads to distinction … and delighted customers. At a tactical level, the key question is what standard operating
procedures need to be put in place to ultimately serve as an
Rhythm is what AQ brings to your organisation in a structured
ongoing reminder of what is expected from each member of
and creative way, so no one gets left out on this journey to
your frontline staff? Such standards provide your staff with
excellence.
tangible direction on how to connect with your customers,
Getting a good rhythm going starts with asking the right how to discover and fulfil their needs, and even how to bid
questions. For example, what are the challenges that your them farewell. Essentially, it’s about transforming your desired
frontline staff are facing and how are they being addressed and branding messages into actionable steps that can easily be
6 measured? How are your business initiatives being aligned measured, evaluated and optimised.
throughout your organisation? And how do you turn these
Interspersed within this constant rhythm of communication
S E R V I C E
challenges and initiatives into frontline success?
are motivational pulses in the form of coaching sessions,
master class sessions as well as incentive programs that reward
both personal and team achievements and create fun inspiration
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along the way.
P A S S I O N
Once your frontline ambassadors are engaged in the right way,
with the right tools in place to manage their performance, they
A Q :
can in turn engage meaningfully with your customers and keep
them coming back to you.
“ Rhythm fills the gaps between your brand promise and the actual
service performance, establishing a process of constant feedback and
improvement to make your brand promise measurable and
actionable. Ultimately, frontline ambassadors just want to know
what to do, how to do it and to be recognised for doing it well.”
Shereen Hooi, Business Manager, Malaysia
7.
8. Magic in the Mix
At AQ, we believe in magic. It takes skill and experience to
develop and execute research programs – AQ has over 10
years’ worth under our belt – and the end results speak for
themselves. We take pride in the fact that our clients report As a multicultural company with global reach and local roots,
an uptrend in sales figures, improving and more consistent we have the right mix of expertise and tools to customise any
frontline performances, lower staff turnover and simply performance solution for your business. But you will find –
more delighted customers. from our very first meeting with you – that we are much more
than just a service provider.
For us, magic is in the littlest details. It’s in the way we phrase
and score questions in the surveys and reports that we In us you’ll find willing partners who will be with you at
customise for you, it’s in the action plans that we implement every step of the way in achieving your business and service
strategically at corporate and store levels, and it’s how our performance goals. We love and believe in our work, and
8 business manager assigned to your program responds to practise what we advocate. We believe in building strong
your requests or needs – sometimes, even before you’ve personal relationships with everyone we work with in your
S E R V I C E
thought of them. company – from your CEO to your cashier. That’s because we
are as deeply passionate about your business, products and
services, and your customers, as you are. And that’s magic.
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P A S S I O N
A Q :
“With the right mix of tools, customised to your brand
and continuously adjusted to your brand’s situation,
we prove return on investment.”
Atsuko Honda, Senior Business Manager, Japan
9.
10. Our Solutions
Measurement & Analysis
Getting the right data starts with asking the right questions. We measure the pulse of your organisation
and brands with the aid of these tools:
Mystery shopping and focus visits provide insight into how you are performing against your own set
standards and reveal potential growth areas. Our locally based mystery shoppers are specially trained to
show you what’s really happening at your frontline in an objective and actionable way.
Satisfaction surveys and exit interviews show exactly how your employees and customers feel about your
brand, your company and your offerings, and reveal their needs and expectations so you can take action to
build stronger relationships with these key stakeholders.
Audits provide important feedback on the efficacy of your POS materials, store layout and product
presentation, and whether they are compliant with your set standards.
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Coaching
S E R V I C E
Frequent coaching of your store and area managers on their daily performance is a powerful way to affect
change. Our coaches assist them in leading their teams and managing their progress, using our collected
data to create focused action plans in order to ensure continual encouragement and improvement.
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Master classes take place in your store environment and are brief yet powerful sessions that are especially
P A S S I O N
useful in addressing up-selling or cross-selling tactics, identifying and acting on buying signals and
providing pointers on approaching customers. Extensive use of role-play provides your frontline staff with
the skills and confidence they need to be able to engage your customers.
A Q :
Communication & Change
To engage your customers, your employees must first be engaged. In order to affect change, create magic
and nurture passion, we reach out to all your stakeholders through frontline communication: using email,
the Internet, text and print messaging, or face-to-face sessions. Our specially created online motivational
platforms allow us to share data and conduct e-learning to guide and motivate your staff.
Incentive and reward programs are effectively used to recognise top performers and top improvers. Our
programs don’t just focus on extrinsic motivators, but take a close look at intrinsic impulses as well.
Individual and team performance will excel once we know what drives them.
For more information, visit www.aq-services.com
