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 a Bergstrom Hotels a group of three full service hotels in northeastern Wisconsin The Paper Valley Hotel The Pioneer Inn and the Valley Inn b The Charles Schwab Corporation a securities brokerage and investment company that passionately and innovatively champions the investors cause c Chick fil A one of the worlds best quick service restaurant chains with an unwavering commitment to excellent food respectful customer service store operator success and teamwork d Custom Research Inc a highly progressive marketing research company that has built a strong business with Fortune 500 clients through team service delivery innovative practices competence and en emphasis on continuous improvement e Dana Commercial Credit an indirect wholly owned subsidiary of Dana Corporation providing lease financing services with integrity quality and creativity f Dial A Mattress A company that sells bedding over the telephone 24 hours a day seven days a week and delivers orders as soon as customers wants them g Enterprise Rent A Car the fastest growing company in America which attracts talented entrepreneurial minded people to the organization and allows them to run their businesses h Midwest Express Airlines a jewel of an airline that began service in 1984 as part of Kimberly Clark Corporation Now an independent public company it takes great pride in offering the best care in the air i Miller SQA a highly successful division of Herman Miller that is reinventing j office furniture manufacturing and marketing by focusing on the process rather than the product SQA stands for simple quick and affordable Special Expeditions an environmentally conscious travel company that uses small ships and Zodiac landing craft to expose travelers to dramatic geology wildlife and native culture in remote places in the world k St Paul Saints a minor league baseball team in St Paul that sells out every home game and has a season ticket waiting list of more than 1000 people l Ukrops Super Markets a family owned chain in Richmond that in 1997 held an astonishing 37 6 percent share of the local grocery market m USAA a worldwide insurance and diversified financial services association that primarily serves member of the U S military and their families trough toll free telephone calls fax and mail How do the St Paul Saints provide high value to their fans St Paul Saints pride themselves off of their fun fan friendly environment They provide reasonable prices for all amenities parking tickets merchandise Bands playing at the games bubble machines autograph sessions events staged on the field between innings nuns giving massages What role does trust play in building relationships A company cannot build true relationships without it Because service companies market promises customers who buy services must trust a company to keep its promises and conduct itself honorably Trust establishes sustainable success What role does service competence and fairness play in building trust Acting with integrity and fairness is a way of earning trust of customers and guests Individuals who experience service competence have most likely had a positive experience being served and therefore are more likely to return Trust returning customers and loyalty How is company fairness demonstrated in the text Company fairness is demonstrated Understand the effects of employee turnover and service quality High employee turnover drives a stake in the heart of a company s relationship marketing efforts Excessive turnover negates customers efforts to develop any kind of personal relationship with a firm because they must continually deal with different service providers High turnover discourages companies from investing much in employees skill and knowledge development because they lose the investment in employees leave Understand the importance of company family gatherings honor fairness and fun Family gatherings Enterprise brings managers together for annual meeting Charles Schwab includes all employees in its annual town hall meeting Ukrop holds annual picnic for associates at the farm owned by founders These family gatherings reinforce company culture value sense of family Honor fairness necessary to gain trust of employees and customers treat managerial and non managerial staff the same way fun keep exciting and happy employee atmosphere conveys caring Families invest time and money in having fun together and so do well run high trust companies Southwest emphasizes a fun workplace Ukrop hold annual company Olympics Custom research Pet day good news meetings What is emotional ownership of the company Give examples of UKROP s friendship rules or gestures Donates 10 of profit to community Donates 500 00 to create UKROP Center for Culinary Education Holds annual company Olympics Know the Cora Griffith story Cora Griffith was a waitress for Orhard Caf in Appleton Wisconsin s Paper Valley Hotel She created nine rules of success o Treat customers like family o Listen first o Anticipate her customer s wants o Simple things make the difference o Work smart Scanning all of her tables at once looking for opportunities to combine tasks o Keep learning o Success is where you find it o All for one one for all o Take pride in your work How did Midwest Airlines and UKROP train its employees Midwest 2 day orientation program for all employees stimulates flight experience revolves around company values of respect honesty integrity UKROP offers a curriculum of both required core courses and elective courses through its Center for Retail Food Studies All full and part time associates attend four core courses in their first year Executives teach most of the classes and the company provides dedicated classrooms in Ukrop s Support Center Prefers to use it s own managers to develop their presentation skills and to reinforce credibility How do the successful companies invest in employee success They invest with great conviction in the preparedness and willingness of people to serve Through initial and on going employee skill and knowledge development through generously sharing company information with employees through a belief in employees to make their own good service decisions through the creation of trust based organizational community the sample companies sustain their success What advantage does a big company enjoy when acting