HSMAI.EU
HSMAI.EU
SERVICE PLEDGE
Most companies have a vision. Many also have a set of values. It
should be equally important to have a vision that relates to its service
delivery, service recovery and service reputation. In other words, a
clear outline of what customers can expect from a company that can
easily be communicated to its staff and its customers. This is one of
the things that this programme will help create.
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HSMAI.EU
The service pledge is about
Having considerable impact on
Customer Loyalty
Customer Advocacy
Referrals – by customers and employees
Return on Reputation
A means of measurement through
Ratings
BUSINESS RESULTS
HSMAI.EU
The process to implement a service pledge
covers:
DEVELOP THE STRATEGY AND BUY – IN:
IMPLEMENT A SERVICE PLEDGE
THROUGH
What customer service experiences to
provide?
»
Customer service key points
»
Identify challenges & opportunities
»
Review the Company culture
»
Agree your service pledge
»
Internal Communication and external
»
Plan how to involve stakeholders
»
Service recovery processes
»
Measurements & quality control
»
WINNING FOR CUSTOMERS
HSMAI.EU
The new HSMAI Service Pledge programme provides you with the tools, personalised to your
organisation, to make a considerable difference to how your customers service experience is
perceived. With methods to quality assure the service you actually deliver to customers and move
ahead in external ratings.
It includes the support of a HSMAI Certified Executive Coach:
1)
At two initial meetings with the senior management and selected internal change agents to agree clear goals and
action plans for the development and implementation of a Service Pledge and processes for implementation and
measurements within the organisation.
2)
At a communication event between you and your employees to launch the programme. Includes a ‘gamification’
exercise, made available to enjoy gaining a better understanding. Use of customer perception data collected by an
external agent on your organisation at a reduced cost.
3)
At five, half day, workshops for a maximum of 12 (the same throughout the series) of your team members over a
period of six to nine months to cascade the pledge and its processes internally. Together with internal staff
member(s) to coordinate follow up and measurements agreed.
4)
At five telephone / ‘skype’ type meetings in between the workshops with the management and internal change
agents to review progress and remedial actions.
5)
A workbook to guide your team to reflect on priorities in your organisation, developing internal processes, best
practises, plans for action and selecting measurements.
6)
A Knowledge Bank, digitally available, to dip into for ideas, examples and tools, to keep, for additional guidance.
7)
An excellent preparation to enter for the annual Service Awards, Powered by HSMAI Region Europe
The Pillars of the Service Pledge programme
HSMAI.EU
To introduce and implement a service pledge, particular attention will be paid to how efforts in the four pillars of
the programme below are integrated, seamlessly and positively, to make a considerable difference to how the
organisation’s customer service is perceived and the credibility of its Service Pledge
Customer Service: Including how key stages of the customer journey, (before, during and post use) are identified,
critical points, challenges of digital media, selected service development with rationale, feedback loops and
measurements)
Involvement across functions in selected service development and changes with rationale. feedback loops and
measurements. How is consistency and quality assured? How do you and those involved know? Explanations,
case studies and outcomes and measurements (how do you know that…?) will be discussed.
Company Culture: developing your service pledge. Processes for internal communication, celebration and
rewards of successes, strategies for dealing with barriers, evidence of impact on customer service experience.
How decisions made on how we recruit, develop and support our employees have an impact on customer
service experiences.
Measures that can be implemented, the value of management involvement. Discussion of systems or processes
to use, difficulties to overcome and how, what changes to look for, for example in relation to employees
motivation, qualifications, workloads, absences due to illnesses etc.. Sharing and celebrating examples of how
the employees own experiences may have a positive impact on the customer service experience and its
consistency.
The Pillars of the Service Pledge programme
HSMAI.EU
Service Recovery: including creative customer feedback systems, processes for handling dissatisfied customers
before reviews on digital media, employee empowerment, measurements, evidence of improvements)
How does your organisation improve the service recovery process? Including innovative use of customer feedback
systems, changes to processes for handling dissatisfied customers, changes to employee empowerment levels,
measurements, evidence of improvements. How do we know that the feedback improves the service quality? How
do you measure this? Who is involved and why? How are the employees prepared? Specific examples and data
will be discussed.
Communication: in relation to the quality of customer service experiences and key stakeholders, internally and
externally, the organisation’s Service Pledge, methods used or pioneered, involvement of management and
employees, measurements.
Examples of how communication (two ways) with key stakeholders (internal and external; for example customers,
owners, local community, management, employees, suppliers) have a positive impact on a) developing the
organisation’s service pledge and b) the service experienced at key stages of the customer journey in the
organisation. Dealing with any barriers or difficulties will be discussed.
Examples of successfully implemented changes to improve the customer service experience will be highlighted.
This may include frequency of communication, use of different channels, innovative follow up measures, level of
empowerment at customer contact points, training in changes in communication).
Perceptions of sincerity, transparency and trustworthiness have an effect on the successful implementation of the
Service Pledge and how to take into consideration.
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Content
HSMAI.EU
What
Content
Meeting CEO + Change Agent
Agree on goals and actions plans for the development and implementation of a Service
Pledge
Staff meeting
Modul 1
Modul 2
Communication-event to launch the programme, «Gamification Excercise»
Introduction, Customer Service, Knowledge bank
Service Pledge Development, Customer Service,
Key stages of customer journey, Empowerment at customer contact points
Feedback loops and measurements
Modul 3
Company Culture
Developing your service pledge, Strategies for service behaviour, Managing change
Leadership’s impact on customer experience, A calendar of reinforcements
Modul 4
Communication
Innovative internal communication, Strategies for buy in & involvement,
Manage stakeholders, 60 second elevator pitches, Customer feedback loops
Modul 5
Service Recovery, Measurements & Control
Service recovery models, Turning dissatisfaction into advocacy,
Deciding levels of Empowerment , Trust and transparency
Key performance indicators, Net promoter score: ‘how likely are you to recommend this service to a friend’ ,
Stakeholder feedback methods, Priorities
For total service pledge programme, including briefings, kick off meeting, 5 workshops, guidance during implementation as
well as guidance in the workbook and full access to knowledge bank, two Executive Coaches during the whole period.
HSMAI.EU
Innovation in Customer
Service, January 2017
» ‘76% of consumers say
they view customer
service as the true test
of how much a
company values them’
https://vimeo.com/210827154