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Employees creating customer
happiness by setting
standards
Anders Åmot
Head of Service Training & Customer Experience
ECEW 2012
@smilingViking
LISTENING FEE 0:-
QUESTION FEE 0:-
CONTACT FEE 0:-
Customer Experience at SAS
Choice of
Product
Booking
Travel
Info
Check-In
and
Baggage
Pre-Travel
(e.g. Lounge)
IRRBoarding
Inflight
Service
Transfer
Arrival
Customer
Relations
Evaulation
and
Post-Travel
info
vs.
vs
 Lounge Staff Friendliness/Helpfulness 71-75
 Overall impression of the Lounge 65-72
 Lounge Staff wished me welcome to the
Lounge 64-70
 Lounge Staff Availability 71-73
Personal touch
Details
=
Atmosphere
+
1. Do what you already
do, only emphasize it
more!
2. Start doing new things
SmileS Say hi! How to welcome our guests, first
impression lasts Hi with an add on
M Make it happen! Just do it, solve the problem, surprise &
conquer
E Every day, every customer, every visit. Deliver consistent
service, professionalism, I’m on stage
I I’m available! Be curious, be present in the
moment, be proactive, find new ways
L Look people in the eyes. Be interested, see every
individual, I know my product and my job
Our toolbox – background and
process
Approx 3000 frontline
staff ideas!
Ideas
SGH
Ideas
Lounge+
CCC
Ideas
Crew
The ideas
Washing and
rephrasing
100 concrete
tools
Smile workshops
2011-2012
100 tools
Evaluation and
prioritization in
Smile workshops
14 overall
service
standards
Statistics/ranking
Smile
SAS OVERALL SERVICE STANDARDS FOR
FRONTLINE STAFF (3)
Cabin
crew
service
standards
(5)
Ground
staff
service
standards
(5)
CCC staff
service
standards
(done)
Lounge
staff
service
standards
(done)
Inspirational toolbox with 100 tools/themes
1. Is it something everyone can do?
2. Does it represent SAS Brand Personality –
Folksy, Charming, Self-Confident & Warm?
3. Will the customers notice we do it?
4. Can it be communicated to our customers
that we do it?
5. If everyone does it, is it something our
customers are willing to pay for in the
long run?
 Lounge Staff Friendliness/Helpfulness 71-75
78-81
 Overall impression of the Lounge 65-72
74-81
 Lounge Staff wished me welcome to the
Lounge 64-70
92-96
 Lounge Staff Availability 71-73
76-80
@SmilingViking
QUESTION FEE 0:-
CONTACT FEE 0:-

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Employees creating customer happiness by setting service standards

  • 1. Employees creating customer happiness by setting standards Anders Åmot Head of Service Training & Customer Experience ECEW 2012 @smilingViking
  • 2. LISTENING FEE 0:- QUESTION FEE 0:- CONTACT FEE 0:-
  • 3. Customer Experience at SAS Choice of Product Booking Travel Info Check-In and Baggage Pre-Travel (e.g. Lounge) IRRBoarding Inflight Service Transfer Arrival Customer Relations Evaulation and Post-Travel info
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  • 10.  Lounge Staff Friendliness/Helpfulness 71-75  Overall impression of the Lounge 65-72  Lounge Staff wished me welcome to the Lounge 64-70  Lounge Staff Availability 71-73
  • 12. 1. Do what you already do, only emphasize it more! 2. Start doing new things
  • 13. SmileS Say hi! How to welcome our guests, first impression lasts Hi with an add on M Make it happen! Just do it, solve the problem, surprise & conquer E Every day, every customer, every visit. Deliver consistent service, professionalism, I’m on stage I I’m available! Be curious, be present in the moment, be proactive, find new ways L Look people in the eyes. Be interested, see every individual, I know my product and my job
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  • 28. Our toolbox – background and process Approx 3000 frontline staff ideas! Ideas SGH Ideas Lounge+ CCC Ideas Crew The ideas Washing and rephrasing 100 concrete tools Smile workshops 2011-2012 100 tools Evaluation and prioritization in Smile workshops 14 overall service standards Statistics/ranking Smile
  • 29. SAS OVERALL SERVICE STANDARDS FOR FRONTLINE STAFF (3) Cabin crew service standards (5) Ground staff service standards (5) CCC staff service standards (done) Lounge staff service standards (done) Inspirational toolbox with 100 tools/themes
  • 30. 1. Is it something everyone can do? 2. Does it represent SAS Brand Personality – Folksy, Charming, Self-Confident & Warm? 3. Will the customers notice we do it? 4. Can it be communicated to our customers that we do it? 5. If everyone does it, is it something our customers are willing to pay for in the long run?
  • 31.  Lounge Staff Friendliness/Helpfulness 71-75 78-81  Overall impression of the Lounge 65-72 74-81  Lounge Staff wished me welcome to the Lounge 64-70 92-96  Lounge Staff Availability 71-73 76-80

Notas do Editor

  1. Technologybased service encounters vs. Personal service encounters
  2. MåletMålet for kundemøte i SAS er altså 82 og det er samme mål for alle som møter kunden direkte, våre kolleger på stasjon blir målt på kundemøtet både ved innsjekking og ombordstigning.(Andre parameter som blir målt, se CSI/SPET info)Som dere ser, målet vi har på oss er høyt. Tenk på hva dere ratet verdens mest kjente merkevarenavn. Skal vi nå 82 skal altså hver kunde som vi møter gi oss 8, 9 eller 10. Og, om det er noen som gir oss dårligere, sier det seg selv at vi må ha enda høyere karakterer fra resten. Vi kommer tilbake til spørsmålene som blir spurt og hvem de blir spurt til. 82 er et høyt mål og hva vi ligger på i dag på kundemøtet kommer vi også tilbake til. I tillegg har vi en annen utfordring.. (neste board)
  3. UtfordringI tillegg til vårt generelt høye mål, er en annen utfordring at vi er skandinavere og flyr skandinavere.Om om vi tenker på amerikanere versus Skandinavere, og kanskje resten av verden? På en skala fra 1-10, hva er det trolig at en amerikaner gir som poengsum om han/henne er veldig fornøyd? (”Yes, a 10”!!)På en skala fra 1-10, hva er det trolig at en skandinav gir som poengsum om han/henne er veldig fornøyd?(Korrekt, trolig en 7 eller 8. For det kunne jo vært bedre…)Vår kulturelle arv gjør at vi ikke rater verken i den nedre del av skalaen eller i den øvre. De skandinaviske landene har også sine små ulikheter; danskene rater som regel litt høyest, nordmennene nest høyest og svenskene er de som generelt er vanskeligst å få til å rate noe til 10.
  4. Board
  5. Nils/CristinaMålet är att vi ska ha tre övergripande service standards i SAS som gäller för all frontline personal.Respektive enhet ska ha egna mycket konkreta service standards som finns i SOP och manualer.Vi kommer också ha en inspirationsverktygslåda som vi kan koppla på när vi exempelvis arbetar med teman.