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How to Create a Branded Service Culture to Deliver Your Unique Customer Experience
George Aveling
CEO, TMI Consultancy
The world is shrinking. Information travels at the speed of nanoseconds. Products are copied. Passengers are spoiled by choice and by price. It has never been this important to stand out beyond product and price. It has never been so important to build connections with customers to keep them coming back and telling others about us. It starts with an understanding of what makes our brand stand out. And the real challenge is to create a culture that delivers on the brand promise.
In particular he will cover:
- EVERY contact is a branding opportunity
- Companies cannot afford NOT to focus on the end-to-end branded customer experience
- Branding opportunities gone wrong in the New Economic Democracy…and the consequences
- Building blocks of a branded culture
- Being aware of red flags to progress
- Getting started
Cultural Harmonics - Listening to Our Customers
Jillian Mercer
Service Transformation
Data collection on customer segments is a key commercial tool. It ensures that we know about the heterogeneity in our customer groups.
There is risk in treating all customers the same. The difficulty is, how do you ensure that staffers at the interface with your customers know how to listen to nuances that communicate that a customer has cultural sensitivities, and which must be met to ensure the building of loyalty to our brand?
The service rule of Listening to your Customer can guide up on some skilful approaches to dealing with our customers face-to-face, and via any channels.
How to Measure the Quality of Customer Service E-Mail
Leslie O'Flahavan
E-WRITE
Many contact centers measure the quantity of e-mails their agents answer, but few successfully measure the quality of agents’ e-mail to customers. This session will help you go beyond tracking numbers to evaluating how well agents write. During this session, you will have the opportunity to learn:
- The seven traits of high-quality e-mail to customers
- How e-mail quality leads to first contact resolution
- How often you should measure e-mail quality in your contact center
- How to gauge your agents’ writing strengths as well as their weaknesses
- How to calibrate your management team to score agents' e-mails fairly
At the end of the session, you will receive a copy of E-WRITE's Customer Service E-Mail Scoring Tool, which you can use to measure the quality of your agents' writing.
The Magic of Dabbawalas Unfolded
Subodh B Sangle
Dabbawala
Also known as the lunch delivery man of Mumbai with impeccable system executed by mostly limited education. About 5,000 strong Dabbawalas (wearing 'Nehru-style' caps) ferry between 175,000 – 200,000 lunch boxes, with an extremely small nominal fee and with utmost punctuality. Dabbawalla, literally meaning person with a box, is someone who is employed in a unique service industry whose primary business is collecting freshly cooked food in lunch boxes from residences of office workers, delivering it to their respective workplaces and returning back the empty boxes by using various modes of transport. They have been extensively featured in documentaries by Discovery, BBC and Al Jazeera.
Forbes Global magazine conducted a quality assurance study on the Dabbawalas’ operations and gave it a Six Sigma efficiency rating of 99.999999. That put them on the list of Six Sigma rated companies, along multinationals like Motorola and GE! They have also earned the ISO 9000:2000 for their excellent service. Listed in the Guinness Book of World Records, every Dabbawala is a share holder and has become symbol of hard work, time, team work and management benchmark.
Lessons in Accountability
- The success of the system depends on teamwork and time management. Such is the dedication and commitment of the barely literate and barefoot delivery men (there are only a few delivery
women) who form links in the extensive delivery chain, that there is no system of documentation at all.
- The Dabbawallas have unique commitment and unified to serve the customer. Each and every one of them takes personal accountability.
- When one of us fails, it does not just reflect badly on me but on all my colleagues. There are no excuses.
Work system and technology
- It is estimated that the Dabbawala industry grows by 5-10% each year.
- They use a simple colour coding system doubles as an ID system for the destination and recipient.
- The uniqueness is the services remain essentially low-tech, with the barefoot delivery men as the prime movers.
The CKR Principle: 10 Business Leadership Methods for Exceptional Business Success
Carsten K. Rath
LH&E Group
The loyalty of employees leads to loyal guests and thus profitability. To achieve this goal, we have
developed the 10 leadership monuments. If they are fully implemented and demanded every day,
they strengthen our employer and thus our corporate branding.
Our 10 leadership monuments were benchmarked by the management consultancy Haase and
already introduced in some of the best German companies. In short, in this interactive session I will illustrate these
leadership monuments that stand behind the 3,600 individual processes that are integrated.
Today’s App is Tomorrow’s Virtual Concierge
Mitch Lawrence
Senior Vice President- Sales, Next IT Corporation
As more travelers every day are turning to their smartphones to book tickets, check in and even pull up their boarding pass while traveling, providing meaningful content is going to be challenging in the future. ‘There’s an app for that” is turning into app overload for travelers as they search their way through new cities looking for a hotel, rental car, or good place to eat dinner. Imagine the opportunity where your airline’s brand becomes the focal point for the traveler’s entire experience, not just while they are flying but also long after they leave the plane.
Developing a Social Media Hub
Jerry Fletcher
Manager @DeltaAssist, Delta Air Lines
Many of us have heard by now – and to some degree accept – that social media is not a passing fad but here to stay. Recent corporate and university studies show that social media is on track to become the preferred method for consumers to engage with companies in the next 5 years. Most of us believe that our airlines need to embrace this medium in some meaningful way. We see our competitors engaging to various degrees, but many of us are not sure how to go about building a successful social service team. Common questions for organizations discussing a social engagement strategy might include:
- How do I get leadership support?
- Is it risky to expose our brand (and dirty laundry) to the world in this space?
- What happens to our reputation in a crisis if we’re active in social media, and what do we do?
- How do we publicly deal with demanding complainers?
- Is it worth the investment?
- Where do we even begin?
Jerry will take you on Delta’s journey from a one-person show, answering the occasional post, to a highly acclaimed social media team, serving customers 24 hours per day. Through the presentation of this case study, Jerry will reveal some of the pitfalls and lessons learned while building his effective team. Highlights include cross-divisional structure & buy-in, philosophical handling of high profile cases, key performance metrics, and crisis management. This fun and informative session will take some of the fear out of social media servicing and leave you embracing what can easily be a positive strategic move for your airline and our industry’s reputation for service.
Using Appreciate Inquiry to Define Our Branded Culture
George Aveling
CEO, TMI Consultancy
Are our organisations hotbeds of problems to be solved, or are do they contain fields of opportunities to be taken advantage of? Appreciative Inquiry (AI) is a positive change methodology that adopts a different view to conventional problem solving as a way to achieve change. AI recognises that organisations do a lot of things right. A key principle of AI is that people and organisations move in the direction of positive images of the future. The key to success is to do MORE of what is working to move from the current state to the desired, aspirational future state.
Appreciative Inquiry is a positive change methodology to build service cultures.
In this workshop, George Aveling will
- Share the principles of Appreciative Inquiry (AI)
- Introduce AI’s 4D model
- Engage participants in an engaging exercise that demonstrates how to discover the “positive core” of organisations.
- Demonstrate the power of storytelling as key positive change methodology.
DOT Update
Dayton Lehman
US Department of Transportation
The session will discuss the major provisions and applicability to airlines of the U.S. Department of Transportation’s two significant consumer protection rulemakings that became effective during the past two years and the subjects of the third significant rulemaking expected to be proposed as early as this year. Specific topics will include DOT’s rules covering tarmac delays and contingency plans, full fare advertising, oversales, baggage and other ancillary fees, post-purchase price increases, customer service plans, and responses to consumer problems. The session also will cover the aviation consumer complaint handling process of DOT’s Office of Aviation Enforcement and Proceedings and its relationship with airline customer relations offices, as well as its enforcement procedures, penalties, and enforcement case settlement practices.
Customer Service E-Mail Best In Class? A Comparison of How Six Companies Answered the Same Customer E-Mail
Leslie O'Flahavan
E-WRITE
Contact center managers may know how many e-mails agents answer per hour or day, but few know how well their agents write to customers. This session will present a case study in e-mail quality. We’ll compare how well six big-name hotel chains answered the same customer question. We will compare the e-mail responses in the case study and evaluate:
- Response time: How long did the customer wait for the e-mail reply?
- Tone: How friendly was the agent? Did the tone of the writing build rapport between the customer and the company?
- First contact resolution: Did the agent answer the customer’s question completely?
- Clear writing: Is the writing concise, correct, and complete?
- Other sources of help: Did the answer include a phone number and links to the FAQs or knowledgebase?
At the end of the session, you will have the opportunity to identify which hotel's e-mail provides a model for the kind of e-mail your airline agents write to customers. We'll also choose a winner; we'll decide which hotel's e-mail is truly best-in-class.
Tuning into Customer Harmonics - Collecting data to build knowledge on customer segments
Jillian Mercer
Service Transformation
In the workshop, we will explore Section 8 of the International Standard on Complaints-handling (10002:2004). The requirement to have good data to guide our decision-making assists us to understand some of the customer data sets that can help us to better deliver to the various segments in our customer base.
As well, the Service Rule of Hearing the Voice of Your Customer will be explored. We will also explore methods to best gather the information on what your customers want to tell you; so that you can best deliver to the various segments.
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