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Ms. Claudia Bogard CGFM Senior Strategist and Customer Service Advocate ATO FAA 202-385-8353 Claudia.Bogard@faa.gov Mr. Barry Prokop PMP SSMBB QFDGB ITIL FAA Program Manager and Vice President Golden Key Group 703-426-8510 BProkop@goldenkeygroup.com Slide 2 Agenda Challenge Facing Us All Our Goals and Objectives What We Did Executing the Plan for Success Internal Customer ServiceWhats in It for You? Youll Know Youre Succeeding When 2 Slide 3 Challenge Facing Us All 3 Slide 4 Challenge 1 Understanding what your customers expect Challenge 2 Serving customers when they need you and want you Challenge 3 Knowing how to support customer-focused initiatives Challenge 4 Delivering a consistent experience to customers Challenge 5 Supporting preferred media for customer interactions Adapted from Canada Bell Business Insights Newsletter, June 2012 4 Slide 5 Challenge Facing the FAA Incorporate a customer service mind set in a back office function (administrative, human resources business, and labor and employee development) in a way that improves service delivery to a multi-faceted, operational organization mission-critical to our nations safety and economic well being 5 Slide 6 Challenge Facing The FAA 6 Slide 7 Challenge Facing Us 7 Movement to Shared Services Immediate: Fix what broke Improve performance Ramp up productivity Create Customer Service Longer Term: Strategic Approach Psychological: Shift to Shared Services Shrinking Resources: Funding and People Organizational: Control and Trust Slide 8 The New Organization 8 Slide 9 Customer Service Challenge 9 We are not a Call CenterWe are not a Retailer We are a government organization going to a Shared Services Model We are a backstage operation Serving Those Who Serve Others Googlingdemonstrates the need to curate Customer Service 1.52 Billion Customer Service 286 Million Customer Service IT 50 Million Customer Service Call Center 1.9 Million Great Customer Service 9.36 Million Customer Service Model 3.1 Million Internal Customer Service 130 Thousand Slide 10 Our Goals and Objectives Transform the culture to customer centricity Act as customer service advocates Assess the changes with measurement tools Help our people see through the lens of the customer in order to deliver better service Create job aids to make the transition easier, more enjoyable, and consistentand lasting 10 Slide 11 What We Did Understood our own culture Became experts in customer service Crafted a simple framework to communicate where we were going Created tools to help us get there: processes, workshops, job aids and cyclical measurements Executed our plan while listening to our customers 11 Slide 12 Understood Our Own Culture A culture of relationships On stage messages vs real life off stage talk The basis for organizational praise Action orientedwe decide; we want it now! Political landscape and pecking order Relatively new service center with ATO 12 Slide 13 Guiding Fundamental We are all customers of each other. G REAT C USTOMER S ERVICE depends on excellent internal customer service. Y OU CAN T HAVE ONE WITHOUT THE OTHER ! 13 Slide 14 Change Our State of Mind Update How We View Ourselves: Understand How Our Organization Adds Value The services we provide to our customers contribute to the safety of the National Air Space. We are here because our customers need what we produce. The ATO counts on us to be efficient and effective. Adapt a Shared Vision of Our Ideal State: What We Do Together in Our Organization 1. We work collaboratively to achieve our overall business goals 2. We aim to meet our customers everyday needs with a customer experience that is easy and enjoyable 3. We look to the future by creating processes that enhance our service delivery 14 Slide 15 Our Customer Service Culture Is Driven By How We Respond How We Behave How We Perform 15 Slide 16 Translating Drivers into Actions How we expect ourselves to behave Common Cultural Values How we expect ourselves to respond Customer Service Skills How we expect ourselves to perform Fundamental Business Skills Be accessible Be responsive Be timely Follow through to completion Take initiative Give and receive feedback Give and receive recognition Be positive and show a can-do attitude Treat others with respect Own the issue Collaborate as a trusted partner Actively listen to customers Understand the customers need to offer options for results Communicate status clearly both verbally and in writing Manage time appropriately Manage personal emotions Welcome feedback Add value through professional competence Proactively collaborate within AJG to create optimal service delivery Practice critical thinking and analysis Create supportive processes for consistency and measurement Create documentation for institutional memory Comply with established standards Juggle multiple priorities 16 Slide 17 Once we Understood Our Culture, We Became Customer Service Experts Identified thought leaders Collected best practices Joined and became active in professional groups Identified Resources TEDx: Fred Lee, "Patient Satisfaction or Patient Experience ?, 2011 TEDx: Fred Lee, "Patient Satisfaction or Patient Experience ? Forrester: Outside In, 2013 Forrester: Outside In Measurement Approaches: ACSI versus Cxi, 2014 Measurement Approaches: ACSI versus Cxi TED: Simon Sinek, Start With Why, 2009 TED: Simon Sinek, Start With Why Snow and Yanovich, Unleashing Excellence, 2010 Snow and Yanovich, Unleashing Excellence Bennekom, Customer Surveying, 2002 Bennekom, Customer Surveying The Wonderful World of Customer Service at Disney, 2009 The Wonderful World of Customer Service at Disney 17 Slide 18 Desired Outcome: Classic Customer Service Pyramid We Crafted a Simple Framework 18 Adapted from Forrester Research Slide 19 Reinvented the Customer Service Advocates Mission What: A transformational change Role: Executive leadership in establishing and managing innovative programs and strategies to lead and transform the ATO toward continually improving levels of service to internal and external customers and stakeholders How: The Customer Service Executive utilizes directors, managers and staff members from professional and technical disciplines 19 Slide 20 Crafted a Clear Customer Service Roadmap 20 Slide 21 TED Talks Fred Lee video TEDx: Fred Lee, "Patient Satisfaction or Patient Experience ?" TEDx: Fred Lee, "Patient Satisfaction or Patient Experience ?" 21 Slide 22 Executing Our Plan for Success Year-over-year Annual Cycle Key Stakeholder/VP Interviews Customer Valuation Card Face-to-Face Event: MSYER Management Services Year End Review Customer Service Surveys Action Improvement Plans Tools we tried along the way 22 Slide 23 Strategic Direction: Customer Values Card Robust face-to-face interaction: AJG G20 & customers Feedback: Seeing through our customer's lens Action Improvement Plans Created Cyclical Measurement 23 Slide 24 FYI: Internal Communication: What is Asked in a Service Valuation Interview? A Consistent Question Set is Used Year over Year in order to make accurate progress assessments.. The first step in exceeding your customers expectation is to know those expectations Roy H. Williams Questions AskedPerformance CategoryQuestion Intent and Customer Assessment Values Please discuss specific MS offers /deliverables that are important to your organizations effectiveness and success; focus your expectations in your top three areas of importance. Offer ClarityTo calibrate and confirm the service promise. Identifies specific customer expectations; determines if gap exists between customer expectation and MS deliverable. Customer assessment: Assign evaluation A - F Please discuss how well the Quality and Accuracy of services provided meet your expectations; focus on specific examples. Execution/Quality/PerformanceTo determine if customer needs are being met. Is desired / required work completed consistent with customer expectations. Key in identifying performance /process issues and strengths. Key element in establishing MS value to the customer. Customer assessment: Assign evaluation A - F How do you valuate the direction, focus and professionalism of the MS organization and its employees? Do you sense alignment? Relationship Management/Leadership To determine if the focus, activities and flavor of MS interactions provide a feeling of consistent high quality performance, easy to work with, peace of mind, wow. Customer assessment: Assign evaluation A - F Share your general perception regarding whether or not MS employees act in your best interest? Do you feel that MS employees get you, get your organization? Relationship Management/AttitudeTo determine if the focus, activities and flavor of MS interactions provide a feeling of consistent high quality performance, easy to work with, peace of mind, wow. Customer assessment: Assign evaluation A - F What improvements have you seen in Management Services? Overall PerceptionsTo identify specific areas (of customer satisfaction) that can serve as leverage points and areas to build-on for continued customer service progress. 24 Slide 25 I want a collaborative working relationship where I and my team are kept in the service delivery loop. I want to understand exactly what support, in specific areas, I can expect; what MS will do to meet those expectations; and what our role as a good customer should be to ensure MS can meet those expectations. I want MS to do what it is supposed to do, when it is supposed to. I expect MS to interact with any/all appropriate members of my team in an easy to do business professional manner. I want to understand MS processes sufficiently to allow me to support MS service delivery efforts. I want to feel as if somebody in MS cares about me. Directly connect with key customers Assess & strengthen customer relationship management. Calibrate customer expectations with the org. servicing activities Are we meeting needs? Identify the org.s areas of performance strength and areas requiring service delivery recovery efforts. Establish a performance baseline for the org. based on direct customer input/expectations. Ultimate Outcome: Work is customer service centric. Service Valuation Interview goals: 1.Relationships Does the org. get me; get my team? 2.Offer Clarity Do I know what the org. is supposed to do for me? (broken down by functional activity) 3.Execution/Performance Does the org. work meet my quality standards? 4.MS Mission/Purpose Do I know why the org. exists and what it is supposed to do? 5.Transparent Business Processes Do I understand how the org. operates? *in priority order Whats Next? Cascaded face to face customer dialogs to further see through the lens of the customer. Action plans with specific commitments. Key senior customer Hot Buttons on service delivery * Service success through the lens of senior customers FYI : Internal Communication Conducted on FY13 Service Valuation Interviews Top 3 offers for senior customer success/effectiveness : Support Type #1 and #5 * Inconsistent, cumbersome processes * Lack of competency; less than helpful attitude; minimal regarding relationship development. * Execution, follow-through is often weak Feedback same as FY12 Support Type #6, #2, #7 * Growing and good focus on relationship development * The new Board heightens awareness and sensitivity to organizations business needs * Understood and consistent requirements Feedback improved over FY12 Support Type #3 and #4 * Poor communication of requirements (on both ends) * Poor understanding / callousness to business needs * Minimal/weak relationship development - Buddy support is non-existent or inconsistent for several areas Feedback deteriorated over FY12 25 Slide 26 Making it Memorable: Customer Values Card Customer Values AJG Customers Speak How You Can Adapt Your Service Communication Practices Keep me informed. Let me know what to expect next. Discuss with your customer the best format and frequency for providing information. Let customers know what to expect in each step of your process. No news is not good news. Routinely share status updates, especially if the news adversely impacts your customer. Business Understanding Understand what I need to run my business. Talk with your customers to understand how their business works. Attend customers staff meetings to understand their issues. Identify how to support their business without hindering their work. Alignment Come to me with a unified approach. Talk with other AJG employees who support your customer. Coordinate your activities to present the full picture to your customer. Understand what information other AJG employees may need from you to best complete their work. Customer Focus Map my experience through my lens. Know what is important to your customer. Find solutions that will meet your customer expectations. Understand what the customer has to go through to obtain your services. Effectiveness Make it easy for me. Work as your customers advocate to help them accomplish their goals. Treat their needs with a sense of importance. Offer useful options, suggestions and alternatives before you are asked. 26 Slide 27 27 Face-to-FaceRound 1 Slide 28 Customer Experience Survey 28 Q1 Have you conducted business with the AJG-xx Group within the last 12 Months? Q2 When working with people in this organization they keep me informed in ways that work for me Q3 When working with people in this organization they proactively let me know what to expect next Q4 When working with people in this organization they understand my business needs Q5 When working with people in this organization they know what is important to me Q6 When working with people in this organization they take ownership for getting things done Q7 When working with people in this organization they find timely solutions that meet my expectations Q8 When working with people in this organization they do what they say they will Q9 Thinking about your recent interactions with this organization, how effective were they in "meeting your needs"? Q10 Thinking about your recent interactions with this organization, how "easy" were they to do business with? Q11 Thinking about your recent interactions with this organization, how "enjoyable" were they to do business with? Q12 Overall my satisfaction with this service provider is Q13 Do you have any feedback for AJG-xx Group? Q14 How frequently do you conduct business with this organization? Q15 What is your 3 character organization code? (Examples: AJE, AJW, AHR, etc Slide 29 Sample Survey Group Report 29 Slide 30 Service Plan Template Customer Value Supported Driver (s) Engaged SMART ActionMeasure Who Due Date SSpecific: Who, what, when, where and how? What do we want to achieve? MMeasureable: How can we measure this? How will we know if we are successful? AActionable: Is it realistic and attainable? Who will do it? RRelevant: Is the action important to your customers? Does this match our other efforts or needs? TTimely: What are the milestones? What is the deadline? 30 Slide 31 Customer Service Experience Mapping Template 31 Workshop Exercise: Customer Experience Mapping Slide 32 What Customers Value Most Personnel Processing Finance Contracts How Customer Values are Impacted Communication Practices Business Understanding Alignment Internal AJG Budget Prioritization 2 External Customer Values 1 Integrated Work-Out (IWO) Initiatives Impact on Strategic Work Plan Initiatives Interdependence between AJG & ATO SUs Demonstrated Customer Focus Return on Investment (ROI) Level of Effort (LOE) resources, cost avoidance, expenditure Time to Implement/Realization of Outcomes Visibility - political Implications Viability - likelihood of success, risk Performance Metrics Uniqueness of Service Offering 1 Annual Customer Valuation Interviews 8 ATO VPs 2 Operational Effectiveness A product of the AJG Customer Advocate, June 2013 Solving Problems Exercise Right things Right way Right Things Right Wa y Right Things Wrong Way Right Way Wrong Things Wrong Way Wrong Things Customer Focus Effectiveness 32 Slide 33 Self-Service Resources: AJG Web 33 Slide 34 How We Are Succeeding Realistic Planning Off Stage Execution On Stage Cant Argue with That methodology Sensible Flexibilitywithin the Framework Gentle Perseverance 34 Slide 35 35 Customer Service Delivery Service Environment Processes Off-Stage Customer: look at everything through the lens of the customer Delivery:find small ways to create service wows Environment:pay attention to detail because everything speaks Processes:effective processes set you up to be a service hero On- Stage How We Are Succeeding: Realistic Planning and Execution Slide 36 Created a transparent shared knowledge repository Project Planning Skills Processes MorePlanning and Execution 36 Slide 37 Cant Argue with That Break down the barriers by taking incremental steps Show small successes Find early adopters Promote success Show the value of success 1 + 1 = 2 Always! 37 Slide 38 Sensible Flexibility Know the difference between a battle and the war Strategically pick your battles Align allies before the battle starts Know the answers before the questions are asked Hard battles are easier to win once some victories have been achieved Timing is everything 38 Slide 39 Gentle Perseverance Credibility We Live Here Build Strategic Linkages Stick to the Plan, Work to the Plan It is a Way of Thinking and Acting Responsibility for constructive confrontation 39 Slide 40 Internal Customer Service Whats in It for You? Improved Morale Increased Productivity Less Rework Shorter Processing Times Greater Employee Retention Reduced Employee Absenteeism and Turnover Higher Performing Teams Increased Customer Confidence Increased Trust and Responsibility 40 Slide 41 You Know Youre Succeeding When People stopped swearing People start using classroom language in everyday conversation People post your handouts and tools People seek your help Customers tell your boss how valuable you are 41 Slide 42 Questions? 42