Service That Rocks Creating/Maintaining a World-Class Service Culture

Jim Knight

•  External Service Philosophy

The Set List

(Public, Members, Customers, Guests, Clients)

(Employees, Staff, Team Members, Associates) •  Internal Staff Delivery

•  Top Take Aways (to create “Service That Rocks”)

@KnightSpeaker

I Look at Business This Way…

General Manager

Supervisors/Managers

Staff/Employees/Team Members

Members/Guests/Customers/Clients

Regional/Multi-Unit

VP’s

CEO

1.  Decide What You Want

2.  Discover What the Guest Wants

3.  Deliver Plus One

Create “Raving Fans” = Sustainability

1. Decide What You Want

The most successful companies have a shared mindset amongst all employees!

The Mission

“To spread the spirit of Rock‘n’Roll by creating authentic experiences that rock.”

Your Mission?

“To spread the spirit of __________by creating ___________________________________.”

1.  Create a clear, inspiring, guest-obsessed purpose to the business (for all stakeholders)

Top Take Aways to Create Service That Rocks

•  Technical side = Predictable results

The Differentiated Service Experience

Fundamentals •  Right people are in the right place

•  Properly scheduled & staffed

•  Effectively trained & indoctrinated

Technical = Predictability

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!

•  Technical side = Predictable results

•  Emotional side = Unpredictable moments

The Differentiated Service Experience

Emotional = Unpredictability

Personalized & Authentic •  Emotional attachments are created

with individualized service

•  Behaviors are not canned or fake

Unique & Memorable Experiences Must Be Created “____________happened while I was there!”

Loose & Fun Atmosphere •  Leadership sets the tone & standards

•  Hard Rockers have “permission slips” to create unforgettable moments

PUBLIC

Where the Rubber Meets the Road

Service Price Product Moments

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

Top Take Aways to Create Service That Rocks

Internal: –  Member Surveys (Phone or Online) –  Comment Cards –  Customer Service Line –  Mystery Shoppers

External: –  Focus Groups –  Consultants –  In-Person Clipboard Surveys

2. Discover What the Guest Wants

The Experience Economy

More than ever, consumer expectations revolve around Price per Value.

Commodities Goods Services Experiences

Price to Consumer

Price per Value

Commodities Goods Services Experiences

Price to Consumer

Price per Value

Menu

Merchandise

Music

Memorabilia

Multi-Media

Monuments

The Amplifier

Memories = Raving Fans

Value Matters

To drive repeat business: • Consistency must be achieved first (technical side)

• Experiences must blow away the perceived value (emotional side)

“Companies that fail to provide consistently engaging experiences, overprice their experiences relative to the value perceived.”

- The Experience Economy

People Only Repeat What They Like

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

Top Take Aways to Create Service That Rocks

Perception is Reality

Guests Have 1 of 3 Perceptions of Your Brand when they Interact with You:

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

Perception is Reality

Guests Have 1 of 3 Perceptions of Your Brand when they Interact with You:

O

Four Letter Words

These words will put us out of business:

FINE GOOD OKAY

“People expect bad goods and rude service.”

“If the abuse isn’t worse than expected, they’ll be back for more.”

Acceptable Mediocrity

Vanilla is Cool…

Perception is Reality

Guests Have 1 of 3 Perceptions of Your Brand when they Interact with You:

O

THE MENTAL

ROLODEX

The area of memory storage from which you

make decisions

Mental Shelf Space

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

Top Take Aways to Create Service That Rocks

4. Be the chocolate - create as many +’s as possible to make Mental Shelf Space

3. Deliver Plus One

•  Technical side = Predictable results

•  Emotional side = Unpredictable moments

The Differentiated Service Experience

3. Deliver “The Vision” Plus One

First Date Theory

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

Top Take Aways to Create Service That Rocks

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

Seth Dechtman

1-877-245-8692

seth@thespeakeragency.com

Jim@KnightSpeaker.com

@KnightSpeaker

Jim Knight

Jim Knight