“Award-winning Harvard Business School professor Frances Frei and global thought leader Anne Morriss, both of whom specialize in building outstanding service companies, reading from their new book Uncommon Service: How to Win by Putting Customers at the Core of Your Business. Most companies treat service as a low-priority business operation, keeping it out of the spotlight until a customer complains. Then service gets to make a brief appearance – for as long as it takes to calm the customer down and fix whatever foul-up jeopardized the relationship. In Uncommon Service, Frances Frei and Anne Morriss show how, in a volatile economy where the old rules of strategic advantage no longer hold true, service must become a competitive weapon, not a damage-control function. That means weaving service tightly into every core decision your company makes. The authors reveal a transformed view of service, presenting an operating model built on tough choices organizations must make: *How do customers define “”excellence”” in your offering? Is it convenience? Friendliness? Flexible choices? Price? *How will you get paid for that excellence? Will you charge customers more? Get them to handle more service tasks themselves? *How will you empower your employees to deliver excellence? What will your recruiting, selection, training, and job design practices look like? What about your organizational culture? *How will you get your customers to behave? For example, what do you need to do to get

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