2011

Service Culture Building Program

Edwin Ebreo
ExeQserve Corporation 2108, 88 Corporate Center, Sedeno St. Makati City 8933199 * ecebreo@exeQserve.com 9/26/2010

PROGRAM GOALS:
a. Establish plan for creating the desired service culture b. Identify the necessary interventions for aligning people with desired culture

RATIONALE:
Achieving Service Excellence is a Culture Building Process Service excellence is the fundamental outcome of a productive, successful organization and a motivated workforce. To achieve the higher levels of service, the people must be motivated to go that extra mile. They should embrace a service mindset and build lasting relationships with customers both internal and external. A service culture is one that has everyone in the organization aligned with the companys service philosophies. Achieving organizational alignment however is not just a function of training; it is more than anything, a function of leadership. You can only achieve consistent customer service performance when leaders effectively and consistently send the message that customer service is important. Developing a successful customer service organization requires an ongoing, strategically driven and persistent effort that integrates learning seamlessly with service culturebuilding on the job. Practical solutions are built into the initiatives that emphasize not only what to do, how to do it and more importantly why they must do it from understanding customer needs to developing customer-focused solutions to recovering masterfully from service errors. We propose a holistic intervention aimed at establishing the needed organizational infrastructure, policies and guidelines, capability building endeavors and measures that promotes motivated compliance among employees from all areas of your companys operations.

PROPOSED FRAMEWORK/SCOPE

Service Culture Systems Alignment

Systems Alignment Strategic Alignment Policy Development Competency Development Change Management Performance management

Competency Development
Focused Training Coaching and Follow Through

We propose a holistic service culture building strategy that aligns all organizational and individual actions with the companys service philosophies as indicated in the companys statements of vision, mission and core values. The service culture building process have the following two major components: 1. Systems Alignment Positive customer experience is a product of systems that seamlessly work towards that end. It starts with having a clearly stated service philosophy that reflects the companys vision, mission and core values. The companys service philosophy becomes the reference for all policies and standards that have a direct impact on customer experience. Peoples performance is measured by how well they serve their customers and rewards and sanctions are created to ensure compliance to high service standards. Leaders understand the impact of the change; hence a plan is created to manage it. 2. Competency Development The biggest barrier to any change is the lack of ability to implement it. We propose to identify all the competencies and behaviors necessary for service excellence and design training for employees to demonstrate the needed knowledge, skills and attitude in serving their customers. Due to the urgency of some demands for some training. We are open to the idea of running the modules needed for the requesting departments.

SERVICE CULTURE BUILDING PROCESS

Introduction to the strategy framework Role Clarification Alignment of Service Philosophy with Company VMV Service Process Mapping for establishing service standards Establishing strategy for monitoring service performance Action planning for departmental service improvement initiatives 2 days

Stage 2: Service Culture Plan Implementation

2 Days Service Excellence fundamentals for all 1 - 2 Days Customized training per identified attendees Ad hoc training for urgent requirements (which may be provided as ordered) Re-entry action planning

Stage 4: Follow through

Stage 1: Service Culture Strategy Building

Time table: TBD Formation of Service Culture Building Committee Announcement of Service Culture Building Program Submission of Finalized action plans Monitoring of change process Customization of Customer Service training Follow through Project Completion and Recognition of top contributors

Time table: TBD Post Training report Follow through sessions to check application of re-entry action plans Project Evaluation

Stage 3: Development/ implementation of Customized Training

Please note that stage 3 and 4 are also identified as component of stage 2.

ACTIVITIES DESCRIPTION
Activities Introduction Opening activities Leveling of expectations Introduction to the planning framework Role Clarification Activity Description Time Table Stage 1: Service Culture Strategy Building The facilitator will present the 1 hour workshop framework and objectives. Output Clear objectives Leveled expectations Participants are primed for the workshop

Clarify the roles of the individual participants in the process of establishing the companys service culture

1 hour

Alignment of service philosophy with Company VMV Service process mapping

Participants will review Companys 2 hours vision, mission and core values and draw out the service philosophy from there. Participants will identify customer 4 hours touch points, define the service process from the customers perspective and describe how the customer is to be served the Company way.

Service Policy Identification

After mapping the service process the 2 hours participants will work on identifying the necessary policies to support excellent service performance. Participants will identify ways in which service performance can be monitored and communicated to all stake holders 2 hours

Establishing strategy for monitoring service performance Action planning for initiating change

Participants are aware of why they are part of the coalition and the expected results of their participation. Companys service Philosophy which defines the companys distinctive brand of service. Service standards for each customer touch point Identification of needed policies and standards per touch point List of service related policies and procedures List of proposed rewards and sanctions Service performance metrics. Measuring and monitoring strategy Individual participant action plan for change

Using John Kotters change management strategy, the participants shall lay out plans to execute the necessary changes to enhance Companys service culture.

4 hours

Activities

Activity Description Time Table Stage 2: Service Culture Plan Implementation Formation of Management will decide on who will sit 1 day Service Culture as members of a steering committee in Building charge with overseeing all the Committee initiatives related to the service culture building plan. The group will create its charter and create a working change management time table. Announcement Representatives of the committee will 1 to 2 of Service Culture make a formal presentation of the hours Building Program service culture change management plan to help all the employees understand and appreciate the program. It will also signal the start of the change process. Submission of Participants of the stage 1 workshop TBD Finalized action are expected to finalize their plans and according plans submit them to the committee at an deadline appointed date set by committee Monitoring of Facilitator and steering committee will TBD change process monitor and provide the necessary according guidance to help managers/process to plan owners in implementing the necessary milestones changes to ensure timeliness delivery and of results. timeline Customization of As the change plan unfolds, the 1 to 2 Customer Service facilitator identifies the training needs weeks training based on with the stakeholders and custom depending service culture designs the program. The Course shall on plan be conducted at a properly appointed complexity time. Follow through Please see stage 4 Project Upon completion of plan 1 day after Completion and implementation, management will call completing Recognition of a general assembly celebrating it and all other top contributors rewarding the top contributors to the tasks. plans success. Stage 3: Development/Implementation of Customized Training (General after the initial stage and further TNA) Customization Facilitator will work with concerned 1 week Activity managers and target participants on how the program can be customized to fit the new expectations as a result of the management initiative on service

Output Steering Committee Charter Change Management Plan Refined version of Stage 1 output

Service Culture Plan Presentation Rollout of the initiatives

Finalized action plans with milestones and deadlines

Accomplishment of plan components per milestones

Customized training plan Conduct of training per Stage 3

Project completion

Content subject to change New training design

Activities Service Excellence Fundamentals

Customized training for specific audience Re-entry Action Plan

Post workshop Report

Follow Through

Activity Description Time Table culture building. Target participants will attend the 2 Days service excellence fundamentals training which is aimed at helping them learn: Basic concepts of customer service The necessary service attitude Companys service philosophy What they need to do in order to align themselves with the companys service culture. General service competencies that everyone must demonstrate Re-entry action plan Facilitator will design and implement 1-2 days program based on client-defined contents Stage 4: Follow Through Participants will create action plans to apply what they learned in the workplace. The facilitator will collect the outputs and include them in the post workshop report The post workshop report will include the following: Reentry action plans Workshop outputs Facilitator observations and recommendations Training evaluation This is going to be a half-day session Half-day aimed at helping the participants review previous training and revisit their re-entry plans. A separate report will be submitted to management for further follow through purposes

Output 2 day Service Excellence Fundamental Training Re-entry action plans

Audience-specific training design

Re-entry action plans

Post workshop report

Transfer level evaluation of learning