Can a culture of service organizations to become a competitive advantage in Ukraine?

Iryna Chernyshova
TMI Ukraine Manager
Consultant and business-trainer

Can a culture of service organizations to become a competitive advantage in Ukraine?

On the eve of 2012 the word "Service" has become more resonant and meaningful in our country. And what's interesting - for all businesses.
Considering us as experts in building a Culture of Service (an international network of consultants and business trainers TMI performed only in the last 2 years a number of successful projects to Heathrow Airport, Eurostar La Manche, Donetsk ELITE stadium Donbass-Arena, etc.), since April 2010 we have launched the project to discuss with interested organizations in Ukraine - whether a Culture of Service to become a tool for increasing customer loyalty?

I sincerely thank all of you, distinguished members of our nine workshops that were held in Kiev and Donetsk, as well as ЕВА Marketing committee for organizing and cooperation!

I want to share some of the results of our project on the basis of work with 36 organizations of various sizes, forms of ownership and business segments.

Organizations working in Ukraine, began to pay more attention to customer experience, as they affect the way a customer will come back again and recommend whether other clients of their services and products. And it turned out that it is important not only for banks, manufacturers of world famous brands of cars and software, leasing and telecommunications companies, hotels and fast-food chains, it is a serious concern for other areas of business: real estate, courier services and , logisticians, accountants, airlines, pharmacy network and petrol stations, medical laboratories and clinics, beauty studio, etc.

Participants in our project confirmed that advertising and marketing activities can persuade the customer to try your service or product, but most customers base their decision to come to you again, primarily on the experience. And it is the Service "at the frontline" most frequently affects the impression of client. Up to 40% of marketing budgets go to waste if the staff does not endorse promise of organization.
Today, more sophisticated clients will not only require that the services and products were of the highest quality, they also want positive and emotional impressions.
This requires that the service staff listened to their customers, learn from them and then, at least occasionally, foresee their expectations. Thus it is possible your customers return to you again and again, spending more on your products or services, and ideally recommend you to others.
What you need to do to service culture in the organization has really become a competitive advantage?
As a result of our discussions at the workshops, sessions, meetings, we came to these conclusions:
1 \ customer focus and Culture of Services must be defined in the strategic documents of the company, this is the landmark that defines our vector development and decision-making at any hierarchical level. In other words, if your employees feel that their salary is paid by the Client, the responsibility for the excellent service in your organization more than the one where "the salary is paid by the Director."
2 \ Top management must be an active conductor and foster the culture of service (not just service staff at the point of contact with customers), as well as a "model" for the attitude to the Client. This can be demonstrated by a simple question: "Whose cars are near the entrance to your office?"

3 \ Organization should be clear with indicators of what the practice of the service are included in the concept of "our culture of service" and what does not, what is successful and what - no. Ask your employees to explain how they understand the common definition of service - "excellent" service culture, "exceptional service", "international standards of service” and most importantly, how exactly they show it in their behavior?

4 \ our employees and managers must have the skills to provide service within the standards of service culture of the organization. Historically, Ukraine has not developed a tradition of service, as we see in Turkey or Thailand, so there is only one way - to learn and study again ...

5 \ service culture - an ever-evolving process, so the system of customer feedback is considered by all employees as a "free gift" for the business organization, as a chance to improve our service and anticipate customer expectations. And of course, we can not do that without the chain of "internal customers", change procedures and processes.
Joy for today summarize that as a result of our project, we created Club connoisseurs of quality service in Ukraine. And we share an absolute belief in our country, we can create a Culture of Service in organization, which is our distinctive advantage and a tool to reach new financials!