Service Interaction
Service Interaction
The second is, the infrastructure, which includes the physical looks of the place, the branding and the layout.
The final one is, the service, human interaction.
Now let me use the example of a restaurant.
1. You go to a restaurant for a meal and the food was good, the place was nice, but the service was poor. The waiter does not smile. He looks like he would like the shift to be over and he looks harassed. Would you go back and if so, how frequently?
2. You go to the same restaurant and the food is very good, in fact it is above average by quite a bit. The place is very tastefully decorated and impressive. But the waiter does not smile. He looks like he would like the shift to be over and he looks harassed? Would you go back and, if so, how frequently?
3. You go to the same restaurant and the food is good but not outstanding. The place is clean but a little worn and could be described as a little tired. However, you are made to feel that you have come into their home. The welcome is genuine, the service is amazing and the engagement with the people in the restaurant makes for wonderful interaction. Would you go back and, if so, how frequently?
I believe that the biggest driver of the business is the service or human interaction and this impacts on the cash-flow and profits of any organization.
Now we have known this for years. However, the main effort is always put into the product or offering, and the image or infrastructure. Creativity and innovation have been applied to these areas for a number of reasons, and made easy by the advancement in technology and the dynamic ideas that have been generated in the last few years. Companies have reinvented themselves in terms of their product and their infrastructure or brand.
But few have been paying attention to re-inventing their service delivery. In fact, I would go so far as to say that many see this as a secondary importance. There are numerous examples of how important the relationship business is and factual proof of the impact it has on the bottom line.
I am lucky enough to study organizations and see examples of outstanding practice, organizations that value relationships, and more importantly work hard at building them.
Notice we are talking about building relationships and not about customer service. There is a big difference. If your people are capable of building relationships, customer service will be an automatic outcome.
The difference to your business is the relationships you have with your people and your customers. It is less about the product and infrastructure. If you ever doubt it, ask yourself, which warmed you the most:
The warm food your Mother prepared for you?
The warmth of the kitchen she worked in to prepare the food for you?
The warmth of the times you spent together?
Think of it in this way, two sales people from two companies visit you trying to sell you a product that is very similar in nature. The one sales guy loves his product and tells you about it with passion. There is emotion in what he says. The other tells you factually how good it is and even has graphs to prove it.
Which one do you respond to or warm to? Assuming that there is no major difference in product and price, most people would respond to the first one because the passion is contagious.
Paul Bridle
Leadership Methodologist
Service Interaction - To learn more about this author, visit Paul Bridle's Website.
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The first is, a good product or offering.
The second is, the infrastructure, which includes the physical looks of the place, the branding and the layout.
The final one is, the service, human interaction.
Now let me use the example of a restaurant.
1. You go to a restaurant for a meal and the food was good, the place was nice, but the service was poor. The waiter does not smile. He looks like he would like the shift to be over and he looks harassed. Would you go back and if so, how frequently?
2. You go to the same restaurant and the food is very good, in fact it is above average by quite a bit. The place is very tastefully decorated and impressive. But the waiter does not smile. He looks like he would like the shift to be over and he looks harassed? Would you go back and, if so, how frequently?
3. You go to the same restaurant and the food is good but not outstanding. The place is clean but a little worn and could be described as a little tired. However, you are made to feel that you have come into their home. The welcome is genuine, the service is amazing and the engagement with the people in the restaurant makes for wonderful interaction. Would you go back and, if so, how frequently?
I believe that the biggest driver of the business is the service or human interaction and this impacts on the cash-flow and profits of any organization.
Now we have known this for years. However, the main effort is always put into the product or offering, and the image or infrastructure. Creativity and innovation have been applied to these areas for a number of reasons, and made easy by the advancement in technology and the dynamic ideas that have been generated in the last few years. Companies have reinvented themselves in terms of their product and their infrastructure or brand.
But few have been paying attention to re-inventing their service delivery. In fact, I would go so far as to say that many see this as a secondary importance. There are numerous examples of how important the relationship business is and factual proof of the impact it has on the bottom line.
I am lucky enough to study organizations and see examples of outstanding practice, organizations that value relationships, and more importantly work hard at building them.
Notice we are talking about building relationships and not about customer service. There is a big difference. If your people are capable of building relationships, customer service will be an automatic outcome.
The difference to your business is the relationships you have with your people and your customers. It is less about the product and infrastructure. If you ever doubt it, ask yourself, which warmed you the most:
The warm food your Mother prepared for you?
The warmth of the kitchen she worked in to prepare the food for you?
The warmth of the times you spent together?
Think of it in this way, two sales people from two companies visit you trying to sell you a product that is very similar in nature. The one sales guy loves his product and tells you about it with passion. There is emotion in what he says. The other tells you factually how good it is and even has graphs to prove it.
Which one do you respond to or warm to? Assuming that there is no major difference in product and price, most people would respond to the first one because the passion is contagious.
Paul Bridle
Leadership Methodologist
Service Interaction - To learn more about this author, visit Paul Bridle's Website.
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