Service Design.
What is your current situation?
Service design is about planning and designing all parts of a service with a focus on a positive guest experience.
In order to improve service, increase additional sales and create a service and sales-driven organization, a clear strategy is required.
Strategy for running a service-oriented and selling organization:
- Define. Vision, values and service concept
- Analyze and optimize the customer journey and interactions
- Implement and map service processes and Daily Pre-Shift meetings with goals and follow-up
Step 1:
Define and communicate service vision, valuation and service concept
Clarify what your service represents and your core values and what makes it unique compared to the competition.
Communicate these to both employees and customers to ensure mutual understanding and commitment.
Ensure that vision and values become part of employees' daily behaviors.
Why is this important?
By having a clear service vision or concept and a service and selling culture, it becomes clearer to the employees what is expected of them.
Step 2:
Analyze and optimize the customer journey and interactions
Analyze and optimize the customer journey and interactions.
Map the customer's journey from start to finish and identify all touchpoints. Analyze these interactions to find improvement opportunities that can enhance the customer experience, increase service and upsell.
Why is this important?
Through a clear guest journey, you understand the guests' touchpoints, gains and pains and can more easily sell experiences that your guests want.
Step 3:
Implement and map service processes and Daily Pre-Shift meetings with goals and follow-up
Create a detailed map (Service Blueprint) of each step in the service process and work continuously to identify and eliminate obstacles.
Focus on making the process as smooth and efficient as possible to achieve the highest possible customer satisfaction.
Key questions to evaluate and improve your strategy:
1. Have you defined clear service and sales behaviors?
2. Do you conduct daily Pre-Shift meetings?
Where you drive overall and individual goals, based on service and sales behaviors.
Coaches, follows up, documents and reflects.
3. Do you have clear job descriptions:
Which includes vision, values, communication and goals?
Why is this important?
Every employee knows what is expected of them and there is a systematic and methodical way that drives behaviors and guest experiences every day. This ensures that everyone is working towards the same goals and standards, which in turn improves both service quality and customer satisfaction.
Summation
Image: David Lindberg. Travel News Business Forum