Talk given by Kevin Robson, author of Service-Ability at the Financial Services Forum Tuesday 12 March 2013 Robert Walters, 11 Slingsby Place, St Martin's Courtyard, London, WC2E 9AB Customer satisfaction lies at the centre of marketing strategy. Yet delivering customer service is also about management and organisational behaviour, ensuring that the whole company, through the unique behaviours of individuals, consistently delivers what the organisation is seeking to achieve.

1. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
CUSTOMER
SERVICE &
ORGANISATIONAL
BEHAVIOUR
Tuesday 12 March 2013
Robert Walters, 11 Slingsby Place, St
Martin's Courtyard, London, WC2E 9AB
KEVIN ROBSON DipM MBA
FCIM
Author: ‘Service-Ability: Create
a Customer Centric Culture and
Achieve Competitive Advantage
kevin@service-ability.com http://service-ability.com @service_ability

2. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
kevin@service-ability.com http://service-ability.com @service_ability

3. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
kevin@service-ability.com http://service-ability.com @service_ability

4. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
79% of GDP is services of one kind or another
kevin@service-ability.com http://service-ability.com @service_ability

5. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
Manufacturing 30% more efficient than 1980s
kevin@service-ability.com http://service-ability.com @service_ability

6. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
£53Bn
contribution to
the Exchequer
6% of all
corporation tax
receipts
kevin@service-ability.com http://service-ability.com @service_ability

7. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
kevin@service-ability.com http://service-ability.com @service_ability

8. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
kevin@service-ability.com http://service-ability.com @service_ability

9. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
kevin@service-ability.com http://service-ability.com @service_ability

10. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
kevin@service-ability.com http://service-ability.com @service_ability

11. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
kevin@service-ability.com http://service-ability.com @service_ability

12. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
kevin@service-ability.com http://service-ability.com @service_ability

13. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
kevin@service-ability.com http://service-ability.com @service_ability

14. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
kevin@service-ability.com http://service-ability.com @service_ability

15. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
kevin@service-ability.com http://service-ability.com @service_ability

16. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
kevin@service-ability.com http://service-ability.com @service_ability

17. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
"I considered him easily my best
customer; he was easily my
favourite. He trusted me, I think, even
though we had known each other for
only four months. And here I was
selling him something I probably
would not touch with a barge pole if
there hadn't been such glory in it for
me. I knew it was awful. But I feel
much worse about it now than I did at
the time. After thinking it over for
maybe a minute, he bought $86
million dollars of Olympia and
Yorks."
kevin@service-ability.com http://service-ability.com @service_ability

18. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
“We don’t offer bonuses, but the size of your desk will be
adjusted quarterly”
kevin@service-ability.com http://service-ability.com @service_ability

19. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
kevin@service-ability.com http://service-ability.com @service_ability

20. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
Trust in your leaders. This is vertical trust and it derives
from the senior management exercising leadership that is
trustworthy, supporting, facilitating and encouraging of the
individual’s efforts: backing decisions made by employees
who operate with initiative in customers’ interests.
Trust in your co-workers (colleagues) . This is
horizontal trust across the organization between co-
workers, acting in a collegiate way: co-operating, respecting
and supporting one another; working together in a common
bond of purpose: involved with one another and focusing
on things that need doing rather than on things to be
avoided. Doing the right thing rather than doing things right
according to the rules; and always acting in customers’
interests
Pride in the job: the desire to do things properly and well.
This is the result of the personal self-confidence that comes
from an employee being well fitted to the job by intelligent
recruitment, being appropriately motivated and personally
developed through training and meaningful, ongoing
support to achieve a high degree of professionalism.
Belief in the cause by the employee: in the mission,
vision and, above all, the values of the organization as well
as the value to the customer of the product or service being
delivered, that leads to engagement with the organization
and the customer.
kevin@service-ability.com http://service-ability.com @service_ability

21. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
kevin@service-ability.com http://service-ability.com @service_ability

22. Service-Ability
Create a Customer Centric Culture & Achieve Competitive Advantage
“Everyone with customers needs to read this!”
Dave Carroll, author of 'United Breaks Guitars’
"... timely, thoughtful and important”
Sir Ian Gibson, Chairman Morrison PLC
“... essential for managers & marketers
whatever their industry sector”
Anne Godfrey, CEO, The Chartered Institute of Marketing
"... right on the button!”
John Timpson, Chairman, Timpson Ltd.
Thank you!
http://service-ability.com
kevin@service-ability.com
kevin@service-ability.com http://service-ability.com @service_ability