This document provides a summary of key points from a presentation on creating a world-class service culture. The presentation discusses: 1) having a clear, guest-obsessed purpose for the business that is inspiring to all stakeholders; 2) prioritizing service over product, price, and convenience; and 3) delivering an experience that exceeds guest expectations in order to create "raving fans" and encourage repeat business. The focus is on treating customers in a personalized way to form emotional attachments rather than just meeting basic needs.
2. The Set List
• External Service Philosophy
(Public, Members, Customers, Guests, Clients)
• Internal Staff Delivery
(Employees, Staff, Team Members, Associates)
• Top Take Aways
(to create “Service That Rocks”)
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3. I Look at Business This Way…
Members/Guests/Customers/Clients
Staff/Employees/Team Members
Supervisors/Managers
General Manager
Regional/Multi-Unit
VP’s
CEO
4. Create “Raving Fans” = Sustainability
1. Decide What You Want
2. Discover What the Guest Wants
3. Deliver Plus One
5. 1. Decide What You Want
The most successful companies have a shared
mindset amongst all employees!
6. The Mission
“To spread the spirit of Rock‘n’Roll by creating
authentic experiences that rock.”
7. Your Mission?
“To spread the spirit of __________by creating
___________________________________.”
8. Top Take Aways to Create
Service That Rocks
1. Create a clear, inspiring, guest-obsessed purpose to
the business (for all stakeholders)
10. Technical = Predictability
Fundamentals
• Right people are in the right place
• Properly scheduled & staffed
• Effectively trained & indoctrinated
Employees are Technically great
• Consistent systems and metrics are
in place to ensure standards are met
• Employees are consistent in their
delivery of the standards
Well-Managed Environment
• Everyone is held accountable at
all levels
• Everyone is coached & supported
• Everyone treated with respect Things go right!
11. The Differentiated
Service Experience
• Technical side = Predictable results
• Emotional side = Unpredictable moments
12. Emotional = Unpredictability
Personalized & Authentic
• Emotional attachments are created
with individualized service
• Behaviors are not canned or fake
Loose & Fun Atmosphere
• Leadership sets the tone & standards
• Hard Rockers have “permission slips” to create
unforgettable moments
Unique & Memorable Experiences Must Be Created
“____________happened while I was there!”
13. Where the Rubber Meets the Road
PUBLIC Product Price Service Moments
14. Top Take Aways to Create
Service That Rocks
1. Create a clear, inspiring, guest-obsessed purpose to
the business (for all stakeholders)
2. Service trumps Product, Price & Convenience
every time – always has, always will
15. 2. Discover What the Guest Wants
Internal:
– Member Surveys (Phone or Online)
– Comment Cards
– Customer Service Line
– Mystery Shoppers
External:
– Focus Groups
– Consultants
– In-Person Clipboard Surveys
27. Value Matters
“Companies that fail to provide consistently
engaging experiences, overprice their experiences
relative to the value perceived.”
- The Experience Economy
To drive repeat business:
• Consistency must be achieved first
(technical side)
• Experiences must blow away the
perceived value (emotional side)
29. Top Take Aways to Create
Service That Rocks
1. Create a clear, inspiring, guest-obsessed purpose
to the business (for all stakeholders)
2. Service trumps Product, Price & Convenience
every time – always has, always will
3. Value matters – people only repeat what they like
31. Why People Stop Coming
Back in Hospitality:
1% Die
3% Move from the area
5% Develop better business relationship elsewhere
9% For conflict of interest
14% Dissatisfied with product
68% Upset with the service –
the way they were treated
Bu-Bye
37. Mental Shelf Space
The area of memory
storage from which you
make decisions THE MENTAL
ROLODEX
38. Top Take Aways to Create
Service That Rocks
1. Create a clear, inspiring, guest-obsessed purpose
to the business (for all stakeholders)
2. Service trumps Product, Price & Convenience
every time – always has, always will
3. Value matters – people only repeat what they like
4. Be the chocolate - create as many +’s as possible to
make Mental Shelf Space
42. Top Take Aways to Create
Service That Rocks
1. Create a clear, inspiring, guest-obsessed purpose
to the business (for all stakeholders)
2. Service trumps Product, Price & Convenience
every time – always has, always will
3. Value matters – people only repeat what they like
4. Be the chocolate - create as many +’s as possible to
make Mental Shelf Space
5. Treat each member like you’re on a First Date (or 1st
Day of Work, CEO) every time
43. Seth Dechtman
1-877-245-8692
seth@thespeakeragency.com
Jim@KnightSpeaker.com
@KnightSpeaker
Jim Knight
Jim Knight