10 7 2014 DSS Chapter 5 Executional Excellence o Extended affective intimate service encounter Special Expeditions Workers are naturalists Ships can fit into smaller ports Service providers and customers in close proximity Experiential in nature Delivery changes Emotional content is high o Special Expedition s Success Due to total package Lecture staff o Naturalists are in rotation Crew s enthusiasm Itinerary o Very flexible Continuous improvement o Completing for the right talent Strategy must be executed 1 finding the right people Finding just the right person means identifying someone who not only has the capability to be successful in the company to rise in the organization and to make it a career but also someone who has the requisite values page 83 Value fit Really care about people Work ethic and family oriented o Patient hiring Multiple interviewers interviews Open ended questions Midwest express uses open ended questions Custom research Look for people who can move up 2 positions Page 85 o First rule of execution First rule of execution Hire excellent people to implement strategy Excellent execution First step in doing so is hiring the right people How do I take whatever we re doing in the service industry and execute it excellently o Doing whatever is needed for the customer o Pre game huddle Few minutes before the shift starts an opportunity for all Have a reputation Aggressively seek the best 3 ways to do this o 1 College scholarships o 2 Employee referrals o 3 Internships employees to get on board Service provided for 1 Customers o On stage o Long hours o Physical 2 Customer s property o Managing the evidence Tell the story through tangibles Physical cues Example Midwest Express Fine dining service Use of tray to pick up food Real napkins not paper Real silverware not plastic 2 types of cues 1 Mechanics o Example if you go to cleaners and leave your clothes with them to clean o 5 senses generated by things Touch Smell Taste Sight Hear 2 Humanics o Come from people Greeting people Being nice o Midwest Express utilizes humanics by their Frequent Flyer tin of cookies o All benefit Enterprise Rent A Car Professional dress o Shapes the behavior of the job Conveys professionalism enhances the way you act Customer clue o Makes customers want to spend more Attracting the best o Flexible Systems The Valley Inn 10 9 2014 No pets are allowed a little girl comes in with a bunny rabbit it is in a cage and they inn makes an exception for the little girl with the bunny rabbit o This is an example of making a client for life and being flexible Support Excellent Execution Flexible systems support excellent execution through service customization and adjustable capacity Page 93 2 examples o 1 Service customization Information systems that pool knowledge accessible to all service providers aids the tailoring of service o 2 Adjustable capacity Having employees in various areas available to help at all times Example Victoria Secret has people in the front at the cash register at the dressing room etc o Leverage Flexibility Strong values Thin policy manuals Thin guidelines don t have a rule for everything Employees Well selected prepared empowered Systems that facilitate flexibility o Service Customization The Boundaries elements of the service that must be standardized Security Safety Legal financial Enable thinkers Use information systems USAA o Service for military people only military people controls banking and auto insurance for people in the military controls financial statements and investments as well Online banking too o Takes care of all of your needs all in one o Customize service and offer you packages deals o Flexibility Miller SQA Miller SQA s 1 1 system combines a product catalog competitive product and price info office system design capability and order processing in a laptop computer used by dealer sales representatives o the customer becomes a part of the design team by Miller SQA allowing to design their own office furniture Ukrop s Creative Scheduling o They will take store staff and put them another store move you around The Paper Valley Hotel Wone the business of most of the NFL that paly the Green Bay Packers at Lambeau Field a key selling point was allowing the visiting teams to stay and pay for one night instead of the 2 night minimum other area hotels required o Adjustable Capacity Fluctuating Demand Patterns Ukrop s Creative Scheduling Program enables it to share employees based on the daily needs of individual stores o Another store o Support staff Moving people around Custom Research Rally o Clients occasionally request unanticipated studies that must be completed in a hurry Thus it is not unusual for a team to have too many projects to finish by the agreed upon deadlines This is when a Rally occurs every other team sends a representative to the rally meeting who can commit his or her team to helping Special Expeditions The naturalists are independent contrators who form a labor pool for staffing specific voyages The naturalists bid for planned voyages that fir their interest and availability o Active Listening A tool for improvement Listen to customer and employees Ongoing Promote action o Service listening systems See page 100 Each system has limitations Not each system is perfect If you have too many of these listening posts it causes confusing Too much info causes overload Mystery shopper Random people Purpose is to measure individual employee service behavior Done quarterly Key systems Transactional surveys Customer complaint comment inquiry capture Total market surveys Employee surveys o USAA s ECHO ECHO stands for Every Contact Has Opportunity ECHO is a primary way USAA listens to its members Computer database o Comments from members including complaints compliments and suggestions are immediately logged into a computerized database Action agents o Investigate problems and take action directly or pass the feedback on to someone else for handling Weekly summary o Weekly summaries of significant data trends and changes are distributed to management o Structuring Improvement Active listening reveals opportunities for improving service execution Companies aspiring to executional excellence do not leave improvements to chance Create structures to process innovation o Process Innovation Committees Teams Formal programs Work roles o How Just do it these 4 things encourage and facilitate continuous operational improvement Involve Everyone Dana Commercial