b'M anagement science leader Peter Drucker famously summa- That said, we do have a few things to lay out. Designing a service sys-rized the purpose of business: to create a customer by pro- tem as the center of your culture will transform your organization. viding the services they want, thereby creating value. One ofLets review four key elements of a great service system. the best entrepreneurs I knew built up five different businesses and sold each for over $50 million. He focused relentlessly on customer service,I. Start With Your Vision/Missionintuiting that, if he made the customer happy, theyd come back. AndMost companies mission statements are gobbledygook that you cant if they came back, he could figure everything else out later. Contrastrecall, never mind translate into action. You should have a simple mis-that perspective with many failed start-ups succumbing to the inevita- sion statement that acts as the North Star to orient all to your vision. ble pressure of cutting costs and not having customers return. The Ritz Carltons motto, We are ladies and gentlemen serving ladies and gentlemen, has wonderfully endured for decades. The mission Imagine that you woke up and overnight Disney became your competi- of the Army and Navy Club in Washington, D.C., is Serving those tor with the best boat in America right next to yours, offering identicalwho served. Another fantastic one came from a resort company: A products. How could you compete? You dont have their resources norlifetime of awesome vacations. Finally, the Hornblower companies brand power. Theres only one option: beat them on customer service.uniteundertheirWecreateamazingexperiencesbanner.Each Napoleon said, the moral is to the physical three to one. Human cre- vision statement clearly illuminate the organizations purpose and ativity and focus outshine the best hardware. creates a call to action.Remember those great vacations and other special moments in your life.II. Establish the Values Your Organization Wants to Play ByThey probably had to do with how someone treated you. We need ourTheyshouldbeuniquetotheorganizationandnotgenericlike entire team to be in the customer service business. Dont hire captainsmotherhood and apple pie. Disneys Four Keys are safety, courtesy, who dont like cargo that talksshow,andefficiency.Amne-(yikes) nor delegate service to amonicisawonderfulwayto few energetic people. If you donthelpthecrewrememberthe havethatspiritofhospitality,Imagine that you woke up andvalues.HolidayInnfromthe you cant be on the team. Do you1960s built a huge organization personally set the example inter- overnight Disney became youraroundPRIDE:perseverance, acting with customers? Is yourcompetitor with the best boatresponsibility,integrity,disci-behavior what youd want rep- pline,andenthusiasm.Horn-licatedthroughouttheorgani- in America right next to yours,blowers RESPECT stands for zation? My crew knew they hadrespect,environment,safety, to make the customer seeking aoffering identical products. Howprofessional,exceed,commu-refund happy as Id give away thenication, and team.store if that customer navigatedcould you compete? You dont several layers to get to me. Define each value by giving sev-have their resources nor branderal examples of what you mean Are you taking care of your crew,power. Theres only one option:and bring the value to life. Dale so that they can take good care ofCarnegies How to Win Friends the customers? Is their environ- beat them on customer service.and Influence People illustrates mentsafe,securewithgrowthexamples for goals such as be-potentialandgoodwagesandcomeafriendlierpersonby salaries, robust health insurance(1)dontcriticize,condemn, and other appropriate benefits? Do you share financially in good times?or complain; (2) give honest, sincere appreciation, and so forth. For You must set this foundation to be able to succeed in your business. our industry, safety might be put safety ahead of speed or find a safe way or dont do it (it could even be a simple follow safety stan-And remember, we arent in the business of selling boat rides, meals,dards and instructions). As a leader, I loved handling daily coaching entertainment, or wonderful skyline vistas. We create memories. Howchallenges with a discussion centered around our values. Ask your do we perfect special moments for our guests?team, in this example being discussed, did we display good respect/teamwork/communication, etc.?BUILDING A CUSTOMER SERVICE SYSTEMPHOTO COURTESY OF MADELINE ISLAND FERRY LINETopnotch customer service can be hard to define, but, to paraphraseIII. Train Our Teams on Hospitality BehaviorsJustice Potter Stewart, we know it when we see it. A friend who was aThese are specific customer service rules that everyone must instinc-leader in Canadian hospitality taught me that you cant deliver custom- tively practice. And, when done consistently, they are the secret sauce er service greater than you previously received personally. Therein lies aof service. Such hospitality behaviors might include:key paradox for our industry: how do you deliver superior service when the bulk of our crew is young and inexperienced? Question and Listen. Ask others how you can help. Actively lis-ten to understand the words and feelings behind the words.Well never get there by designing the 10,000-page manual that me-ticulously lays out every scenario. Nordstrom designed its customerUsetheGuestsName. Dale Carnegie also said the sweetest service around only one rule: use good judgment in all situations.sound in any language is the sound of your own name. Showing When you trust everyone to act on a shared vision, the reality is closerthe guest respect and your personal interest is the best way to start to Nordstroms solution.any interaction.15 NOVEMBER 2022'