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HFT 3240 – Discovering the Soul of Service – Chapters 7-12< Identify the principal business of the 14 sample companies profiled in the Soul of Service.- -Ukrop – grocery stroe- -St. Paul Saints – baseball team- -The Container store – retail - -Chick-fil-A – Fast food- -Dial-A-Mattress – bedding- -Enterprise – car rental- -USAA – insurance and financial services- -Special Expeditions – expedition travel - -Miller SQA – office furniture - -Custom Research Inc. – Marketing research - -Dana Commercial Credit – leasing - -Charles Schwab – securities brokerage and financial services - -Bergstrom Hotels – hotels - -Midwest Express Airlines – airlines CHAPTER 7< How do the St. Paul Saints provide high value to their fans?- -Reasonable prices for parking, tickets, concessions, merchandise, and fun < What role does trust play in building relationships?- -A relationship exists when one assesses specific experience not in isolation but as a progression of past experiences likely to continue into the future- -Trust is needed to build a relationship < What role does service competence and fairness play in building trust?- -Competence: you risk buying things from companies, so you want them to be competent so - that you can trust their producto -Need to have good customer service o -You build trust in the company to keep its promises - -Fairness: Individual’s perception of the degree of justice in a firm’s behavioro -If you believe a company is fair, you can trust it more< How is company fairness demonstrated in the text?- -Midwest Expresso -Went public in 1995, had no obligation to reserve and grant one million $$ of stock to employees based on seniority, but it did< Understand the effects of employee turnover and service quality.- -High employee turnover: drives a stake in the companies relationship making efforts- -Excessive turnover: customers don't feel the need to make relationships with employees- -Lots of employees leaving the company discourage investment - -High turnover: companies don't feel the need to invest a lot of time into employees -Paradox b/c: the people are unskilled so they quit or are fired < Understand the importance of company family gatherings, honor, fairness and fun.- -Family gatherings -Reinforce company culture, values, and sense of family- -Family honor -High-trust companies expect their employees to not cheat, like in a family -Built on trust - -Family fairness -No double standards in the workplace, everyone is treated equally  -Paying for performance- -The value of the individual is rewarded, not their specific job function- -Family fun -Fun conveys caring- -Only companies that care would invest in employees’ having fun on the job< What is emotional ownership of the company?- -Highest level of relationship commitment- -Extension and combination of cooperation, enhancement, identity, and advocacy< Give examples of UKROP’s friendship rules or gestures.- -Ice slid from the roof of UKrop to a customers car and damaged it -Ukrop wasn’t liable for the damage, but they paid for it anyway- -Ukrop normally doesn’t deliver groceries, but when a customer asked for food trays to be delivered to a neighbor that had just had a death in the family, they did itCHAPTER 8< Know the Cora Griffith story.- -Waitress at the Orchard Café for 14 years- -Very happy with her job, does not want to work at 4 star restaurant instead- -Company invested in her employee success< How did Midwest Airlines and UKROP train its employees?- -Midwest Airlines -2 day orientation for 25-30 new employees every three weeks -Simulates a flight experience  -Different course modules, each on a different value - -Ukrop -“Corporate university”- -Required core courses and elective courses through its Center forRetail Food Studies - -Curriculum includes courses on food, strategies, bagging techniques- -Most courses taught by Ukrop executives < How do the successful companies invest in employee success?- -Lots of training and orientation -Investment recognizes the infinite nature of personal development CHAPTER 9< What advantage does a big company enjoy when acting small?- -Provide fast, seamless, flexible, and personal service- -Custom fitting the service to the customer< What is a company within a company?- -Having different teams to handle different studies and clients exclusively -Nine teams, 5-9 people per team -Teams are like mini companies within CRI- -Makes the company “smaller” and creates a personalized experience for clientsCHAPTER 10< What is the importance of having a strong brand?- -Strong brands increase customers’ trust of the invisible- -Customers can better visualize and understand the service - -Reduces customers perceived risk about the product or service - -The surrogate for when a company does not offer a physical product to show for itself.CHAPTER 11< Know the generosity offered by the profiled companies.- -Ukrop -10% of pretax profits donated to community  -Large United Way contributor -Reward employee’s big days -1930’s-1940’s, 10% discount given to charity organizations for groceries- -Chick-fil-a -Awards $1,000 scholarshipps to select students working part time in restaurants - -USAA -Pays the tuition for its employees to go to college- -One undergrad degree and one grad degree per employee  -Helps non-profit agencies with work - -St. Paul Saints -Give fans something extra at games- -Seat cushion giveaways, t-shirt giveaways- -Special Expeditions -Donated its 80 passenger Polaris MS and crew to PBS for a 10 day expedition to raise funds in 1998< How does Lens Crafters contribute to needy customers?- -“Give the gift of sight”- -Provide free optical services and glasses to needy people in North American and around the world- -Give the gift of sight to one million people by 2003- -Collect, clean, repair, used eyeglasses for people in developing countries- -“Hometown day” -Lens Crafters stores in North America donate eye exams and new glassesto needy people< What is strategic generosity?- -Caring for the person on the dangerous road but also caring about the results beyond the moment- -Generosity must be purposeful, channeled, and integrated into a company’s strategy- -Being extraordinarily generous, AND being effectively generous- -Invest in the overall purpose, not time, money, etc. < What is Charles Schwab ASSET


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FSU HFT 3240 - Chapters 7-12

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