There is a wonderful book out there for everyone to read. It was published in 2003 so it is hardly new but it well worth the time in the dog days of August. The message is clear and concise and the messengers are no less than authorities from a background of the Walt Disney Company. Does anyone who has been to Disney World or Disney Land doubt that each employee “gets it” in satisfying the needs of their customers? How does this happen?

Well that is the thesis of the book. And this book is not pie in the sky, rather it is a “how to” explanation of what needs to be done to embed customer service in your organization.

In the Parts and Service world customer service is our business. But it is complicated by the work that we do. Doing the same things every day can be a challenge in so far as keeping it fresh and exciting. And it is further complicated in that customer service excellence involves everyone in the Company not just those in parts and service.

Too often we fool ourselves into thinking that we do everything we can for the customer when it is clear that we do things for ourselves first. Don’t agree either that?

Well here are some things to consider about your service environment.

1. Who comes first a counter customer or a phone customer?
2. Who comes first the customer for whom we have a completion date or the salesman wanting to change your schedule?
3. Who comes first answering the phone or letting it go to voice mail?
4. Why do customers hold on the line rather than leave a message?
5. Who is it that parks in the customer parking areas out front?
6. How many of you walk by a piece of paper in the parking lot rather than pick it up?

How long a list do you want me to give you?

We are asking the parts and service personnel to deliver service to our customers in an environment that is not necessarily supportive of good service delivery.

Do you processes help in providing customer service?

The customers are calling in or walking in to us with specific things in mind. We touched on this last months’ column. Are your procedures and systems providing support to your service delivery personnel? Not likely. At least the systems that I have seen are not that customer service friendly. Perhaps that is just a fact with automation but I don’t think so. Check out the systems in the entertainment industry, the automotive industry, there are many solutions to similar problems. One of the headlines in the book I like is the “the lens of the customer”. Another is “everything speaks”. Check it out it is well worth your time.

Returning to the customer service excellence theme I want to remind everyone of one of my very first columns in September 1998 “Who Are Your Heroes?” I want to regenerate this opportunity. Every employee every day makes some sort of contribution to customer service. How about we return to this type of recognition program?

Every time an employee does something over and above the call of duty I would like to take note if it, write it up, take a picture of the employee, and put all of this into a book. Make copies of this book and place them in locations that have high customer visibility. The parts counter, the reception area, the service office, etc. This will give the customer something to read while they wait. With the pictures they will be able to recognize someone that they know and read about what happened. This is such a great opportunity. This is also something that will encourage your employees to “talk up” your business in their other lives. Don’t underestimate the value of this. One of the largest challenges we will be facing over the next five to ten years is attracting and retaining talent in sufficient numbers to be able to operate. This is the coming threat.

Unleashing the excellence of your workforce is a wonderful opportunity. I believe fervently that everyone wants to do a good job; someone has to tell them what that means. Also that everyone can do more than they think; it is a matter of leader ship to take them there. And finally that everyone is fundamentally lazy; if they aren’t asked they won’t offer.

Let’s get serious. Let’s unleash service excellence. Your employees await your leadership.