Does everyone understand their contribution to customer value?

We had a great masterclass last night talking about LEAN and one of the things that stood out for me was the question about whether or not everyone in the company understands how they contribute to customer value.

Having worked in many sectors I have some great stories to illustrate both sides of this and thought I would use today to share them.

Running a development programme in the public sector I once talked to a porter who when asked what his job was did not give the answer everyone expected. We had all thought he would say taking things or people from one place to another but he didnt. Here is his answer, "I make the journey a patient takes more comfortable, informative and enjoyable by taking care of the people I am looking after. "

WOW!

This was someone who had thought about his contribution to ensuring that when people are really scared on trolleys or in chairs they are given the best attention and really looked after so that it is not about the journey but about the experience. This porter is the kind of person we all want working for us and whilst some would see the consultant as the most important person perhaps thinking about it differently and realising that people need care at every stage of admission should be central to great healthcare.

In a  business I worked with which fitted kitchens when I asked what someone did they answered "I fit Kitchens". Yes, that is what they actually do but how is that adding value to the customer? Perhaps a better answer would have been I put in kitchens which make people really happy and ensure that they have minimum issues and mess whilst I do it.

Which of those two people would you want to have putting in your new kitchen?

Take some time and consider your job and what you do and think about how you add value to the customer. Next time someone asks you what you do try to answer in terms of adding value to customers rather than the nuts and bolts of your job description.

This is a great exercise to do with employees as well and thier answers can surprise you. When people really understand how they add value to the customer and what their contribution is it can make a real difference to their attitude to work as well.

Let me know if you have any great experiences you want to share.

National Customer Service week

In National Customer Service week I think it a great idea to concentrate on what we mean by Customer service as a business and perhaps see if there is any disconnect between that and what customers see as great customer service.

Customer service is the ability to provide and supply a customers needs and wants before, during and after a purchase. 

I think it important that a business does not see customer service as simply being at point of sale but a longitudinal process which is part of a the relationship between customer and business.

One customer has said that is is not about supplying needs and wants but about exceeding them and the pressure on companies to go the extra mile and delight people rather than simply satisfying them is increasing.

So let's re frame our definition to include these expectations as:

Customer service is the consistent ability to exceed the needs of customers before, during and after a purchase. 


This definition raises the bar but is still focussing on the relationship of the organisation to the customer and doesn't really concentrate on things from a customers point of view. Ultimately it is the customer who is at the centre of a successful business and getting things right is crucial to success. the best companies get under their customers skin and really understand what it is they want and need.

Let's take Apple for example and the advent of the new iphone4s. I dont know about you but I am really excited by this and as soon as I saw the adverts and the talking phone answering texts without the use actually using anything other than voice I wanted one. I add to this the fabulous follow up Apple gives it customers in the form of its shops with the staff mixing freely with customers and the genius bar where all questions can be answered. Apple has devoted and fanatic customers and every detail even the packaging is designed to add to the customer experience.

So let's re frame the definition again as:

The customer defines excellence in customer service by the way in which an organisation exceeds and meets their needs. 


It is up to organisations to check in with their customers and ask the question am I exceeding your needs, do we meet your standards and how much further can we go for you?

As an example Zappos an online shoe company in the States takes customer service to great lengths even going so far as to have a secret shopper ring the customer service desk and ask for directions to the nearest pizza place and for that operator to search and get them.

Where there are small businesses trying to corner a local market word of mouth is important  and so customer experience and satisfaction should be the number one priority.