Exam 2 Study Guide Discovering the Soul of Service Chapters 7 12 Chapter 1 Identify the principal business of the 14 sample companies profiled in the Soul of Service o Pg 6 o Bergstrom Hotels Hotels o The Charles Schwab Corporation Securities Brokerage and Other Financial Services o Chick fil A Inc Quick Service Restaurants o The Container St Specialty Retailer o Custom Research Inc Marketing Research o Dana Commercial Credit Leasing o Dial A Mattress Bedding Retailer o Enterprise Rent A Car Car Rental o Midwest Express Airlines Airline o Miller SQA Office Furniture Manufacturer o Special Expeditions Expedition Travel o St Paul Saints Professional Baseball Team o Ukrop s Super Markets Inc Food Retailer o USAA Insurance and Financial Services Lessons teach about sustainable success nature size and structure are the same Each has achievement of sustained customer acceptance and financial success Chapter 7 How do the St Paul Saints provide high value to their fans o provide fun fan friendly personalized atmosphere that encourages their collective personality to come out o Want fans to leave with smiles on their faces o Provides reasonable prices for parking tickets concessions and merchandize and nonstop family oriented entertainment o Halloween in July prizes awarded to fans wearing the best costumes o Show trust based relationships giving fans a voices offering them value in exchange for their money and time keeping family oriented entertainment What role does trust play in building relationships o a relationship exists when one assesses specific experiences no in isolation but as a progression of past experiences likely to continue into the future o Relationships link to the future tomorrow s customers tomorrow s employees tomorrow s partner Trust builds relationships must trust a company to keep its promises and conduct itself honorably Heart of business relationships What role does service competence and fairness play in building trust o Company s competence helps establish customer trust Competitive advance for companies that earn customers confidence for dependable accurate service o Three forms of trustworthiness Character role competence and judgment o Loss of trust in the company stems from core service failures o Competence and Fairness contribute directly to loyalty Fairness individuals perception of the degree of justice in a firm s behavior the individual feels vulnerable and the company s behavior triggers a fairness or unfairness perception Trigger that intensify reactions of unfairness sever consequences recurrence and controllability How is company fairness demonstrated in the text o People act in an immediate intense and enduring way o Fairness is not legality these 14 companies act at a higher standard of conduct than legality which provides an absence of mistrust Understand the effects of employee turnover and service quality o Company relationships with employees allows better relationships to be formed with customers High employee turnover stops these relationships with the firm Don t invest skill and knowledge development because lose investment when employees leave Lack of retention leads to lack of service quality cycle of failure Employees quit emotionally don t have trust from company so don t contribute as much Understand the importance of company family gatherings honor fairness and fun o 14 companies family type behaviors influence internal trust o family gatherings communicate share celebrate resolve problems console help and enjoy one another reinforce company culture values and sense of family relationships are driven by shared values o Strong families are approachable and accessible Mutual respect o Companies believe in members of the company and trust by trusting don t need to peer over employees shoulders every second o Fairness consistency and evenhandedness represent high trust families Equal treatment of every employee promote from within o Families invest time and money in having fun together conveys caring and thank employees for their hard work What is emotional ownership of the company o Highest level of relationship commitment o Combination of cooperation enhancement identity and advocacy o Feel and act as owner of the business Give examples of UKROP s friendship rules or gestures o Provide emotional support respecting privacy preserving confidences and tolerance other friendships respect honor trust o Ex UKROP Ice from company roof fell on car do to cause of weather company was not liable but paid for car to be fixed anyway Does not deliver food assistant manager personally delivers to a customer Chapter 8 Know the Cora Griffith story o Cora Griffith waitress for Orchard Caf in Appleton Wisconsin 9 rules of success 1 Treat customers like family customers are NOT allowed to feel like strangers o I don t just serve people I pamper them 2 Listen first rarely writes orders down provides customized service 3 Anticipate her customer s wants and needs 4 Simple things make the difference o ex monitors cleanliness of utensils and correct placement of table o the littlest things please the customer 5 Work smart looks for opportunities to combine tasks o Never do just one thing at one time and never go to the dining room empty handed 6 Keep Learning improve existing skills and learn new ones 7 Success is where you find it o satisfaction in pleasing customers positive attitude o Be happy in life 8 All for one one for all we are a family 9 Take Pride believes in the importance of the work and in the need to do it well Give it your all o Great service companies invest in employees success How did Midwest Airlines and UKROP train its employees o Education is a play not a specific job everyone participates o Midwest Airlines Two day orientation program every three weeks Experience of taking a flight Employees get a ticket invitation Boarding announcement is made Lunch is served in a parked plane Graduation ceremony sign graduate certificate Revolves around company values o UKROP Offers a curriculum of both required core courses and elective courses through its Center for Retail Food Studies All attend four classes Healthy Start orientation Values Superior Customer Service and Team Work o Top Executives teach most classes uses own managers to How do the successful companies invest in employee success develop presentations o Strong Beginnings getting employees off to a strong start that lays a foundation for the future investing time into employee