By Susan Antoinette Nash, Derek Nash
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Extra info for Deliver outstanding customer service: gain and retain customers and stay ahead of the competition
Colin Marshall did the opposite, making sure he implemented all the steps in the service management model (see page 21). Having heard about SAS, and the success of its approach, he ensured BA emulated this methodology. To communicate the strategy clearly to all employees his team designed a clear identity for the campaign, issued a quarterly Putting the Customer First newsletter and supported it with posters, buttons and banners. In addition, he talked internally to employees about the strategy at every opportunity.
For example, Colin Marshall said he wanted British Airways to be the best airline in the world. From this the organisation created its customer service strategy which should capture the essence of what you want the service experience to be for your customers, employees, managers and business associates. It’s the vision you want them to have when they think of your customer service. A customer service strategy should be inspirational and act as a general direction for the company. An effective customer service strategy should meet these requirements: 1.
2. Marketing/sales: most companies have to market their services if they are to survive. 3. Operations: most companies have an operations/process key result area to cover administrative and routine activities. 4. People: most companies have a key result area that captures the essence of their people strategy, including hiring, training and keeping key people. 5. Customer service: having customer service as a key result area for the business ensures that there is organisational focus in this area.
Deliver outstanding customer service: gain and retain customers and stay ahead of the competition by Susan Antoinette Nash, Derek Nash