1. Mastering the Mindset of World Class Service
Presented by Peggy Wynne Borgman Wynne Business Consulting and Education

2. Your presenter
Peggy Wynne Borgman
30 year spa operator
 Skin care specialist
18 year spa consultant
Wynne Business presents live management seminars, on-site team trainings and webinars

3. What is “world class” service?
How do you know when you’re experiencing it?
Have you personally experienced it?
Do you have “role models” for great service?

4. Why is excellent service so important?
Having “satisfied” customers (giving “good” service) isn’t enough
“Satisfied” customers aren’t loyal
Only delighted customers will be loyal
Customers have high expectations of spas

5. All the office is a stage!

6. World class service: putting on a play every day
“The Perfect World” is a play in which we all perform a role
When we’re on stage, we are “in role”
We never break character! (Even when clients try to get us to.)

7. We are staging experiences…
…not processing transactions
…not filling orders
…not “getting ‘em in and out” as fast as possible
…not becoming their best friends

8. The Three Keys to World Class Service
The “roots:” core values and beliefs that feed our work
Structure and systems that enable us to deliver results
Art that enables us to create delight

9. Key #1: Core Values
Empathy
Respect for Others
Integrity
Personal accountability
Desire to excel, constantly improve
Desire to grow
Sense of humor

10. The Golden Rule: it’s not enough
The Golden Rule: “Do unto others as you would have them do unto you.”
The Platinum Rule: “Do unto others as they would be done unto.”

11. “Seek first to understand, then to be understood.” -Steven Covey, Seven Habits of Highly Effective People
Most “listening” is actually just waiting to talk
Empathic listening: “genuinely seek the welfare of the person to whom you’re listening.”
Be willing to have your mind changed

12. Active Listening
Ensures that others feel heard
Enables you to accurately comprehend others’ needs/feelings
Helps you sense what they might not know and provide additional information and options

13. Which customer comes first?
A customer is anyone who has an “exchange of value” with our company
External customers: our patients?
Internal customers: your co- workers?
External customers reflect the happiness of the internal customers.

14. Deep teamwork: treat co-workers like customers
When you understand their social style, you’re less likely to misunderstand them
The blame game has no place in a world class business
“Being right is the booby prize” – Holly Stiel

15. Rapport: it opens the door to great service
We respond instantly to non verbal communication
93% of our influence comes from non verbal communication
We effortlessly feel a connection with people who share our social style (they are “simpatico”)
You can learn to read social styles and communicate in “their language”

16. Seek first to understand… their social style!
Two key variables in social styles:
People are motivated by results or relationships
People tend to be risk- averse or risk-accepting

17. There are four primary social styles
Relationship-driven
Amiable (risk averse)
Expressive (risk accepting)
Expressives are creative, talkative, fun and impulsive.
Amiables are warm, sociable and other-oriented.

18. Results-driven
Analytical (risk averse)
Driver (risk accepting)
Social Styles, cont’d
Analyticals need data, and plenty of time, to make decisions. Don’t rush them.
Type A Drivers are achievers who want results fast. They “cut to the chase.” Don’t slow them down.

19. “Helping professions” social styles
Medical careers attract amiable and analytical people
Amiable style lends itself to nurturing and care-giving
Analytical style lends itself to using systems, efficiency
Expressive style attracts creative, social people
Our clients are all social styles (and a lot of stressed-out Drivers!)

20. Style-flexing creates instant rapport
When you understand their social style, you can flex your own to become more compatible/simpatico
“Mirroring and matching”
Body language
Vocal characteristics

21. Key #2: Structure
Good intentions are essential to world class service, but they’re not enough!
Structure and systems enable us to do our jobs well and deliver consistently great service
All great natural systems have structure

22. World Class Service requires protocols and procedures
Enable us to deliver consistent service outcomes
Prevent surprises and disappointments
Give us confidence
Enable us to measure outcomes/improve

23. World class communication
World class service is not rigid and bureaucratic
Scripting has benefits and limits
Use the patient’s name naturally when you interact
Never use slang or jargon
Focus on the patient when you’re “on stage,” with plenty of eye contact

24. How do we manage our processes?
Organizational structure (“chain of command”)
Training (like this!)
Documentation
Communication
Meetings, huddles
Performance appraisal
Practice mgmt software

25. Consistency!
Going “above and beyond” only matters if you’ve mastered consistency in your customer service
A consistent competitor with lower service levels may have happier patients than you do if you’re “world class” only part of the time

26. Key #3: Art
The highest level!
World class service is artful; it demonstrates creativity and a flair for presentation
Ambience
Anticipation
Personalization
“Above and beyond” acts of service

27. Roots, Structure and Art are all essential to giving world class service
Roots + Art only = Inconsistent service
Structure + Art only = Stuffy, cold service
Structure + Roots only = Good, but not world class service

28. What is a moment of truth?
Critical “touch points” during every interaction with a guest
A moment in which there is an opportunity for a good or bad impression
An “experience within an experience”
There are hundreds of MOT’s in every patient visit, large and small:
The appearance of your restroom
Service provider’s touch
Front desk representative’s makeup
Tea water temperature
How long it takes to check out

29. Customers add meaning and intent to what they observe and experience in your office
THIS IS INFLUENCED BY:
Their personal social style
Past experiences with physician’s offices (good and bad)
Whether they think they are savvy or a “newbie”
Their pre-existing perceptions of your company

30. World class service: managing moments of truth
Even simple “moments of truth” like your greeting can turn into a negative patient experience
Example: It takes a bit too long to greet her when she arrives, because you’re in the middle of a transaction
Meaning: You’re cold and uncaring.
Conclusion: “This is a snobbish, uncaring place. How dare they treat me like this? I’m going to flame them on Yelp!”

31. Your mission: optimize the patient experience
Is this patient perfectly comfortable?
How could I make their experience today even better?
How can I show them how important and valued they are to me, to our practice?

32. The Mindset of World Class Service:
The Platinum Rule—for clients and coworkers alike
Build a solid foundation of skills/knowledge
Constantly improve procedures (yes, you)
Go above and beyond
Optimize the guest experience

33. Thank you for your attention. Questions!
Contact Peggy: pwb@wynnebusiness.com