Companies with excellent customer service have customer-friendly people, strategies, and systems and enjoy a competitive edge.

Just about every company today claims it is “service-oriented“ and “puts the customer first.“ Most claims, however, are just battle cries that signal no real commitment. Few companies know how to achieve service quality. Most are long on platitudes, short on plans. And those with plans lack an approach.

Until recently, service jobs have had low status. Service employees get the lowest pay, the least training, and the least chance to get ahead. Many managers show little respect for front-line service people, and most fail to see their company’s service as a product.

The Critical Factor

What makes companies like IBM, Marriott Hotels, Disney, and Federal Express so good at service? What do they do to make service their number-one priority? My study of excellent service companies reveals three success factors—the Service Triangle.

1. Service strategy. Sum up your service strategy in one sentence. This strategy tells people how your company positions itself in the customer’s mind. A service strategy is a clear-cut formula for delivering service; a strategy based upon a well-chosen benefit premise that is worthwhile to the customer and creates a strong competitive position.

2. Service people. Service-oriented companies create a service culture. The prevailing attitude says, “Whether you serve the customer directly or not, we’re here to help you.” Even people who never see a customer do everything they can to help those who do.

3. Service system. This “system“ is your way of deploying resources—the ways and means your company uses to provide service. Successful companies provide everything a front-line employee needs to complete a positive transaction. Make it easy for the customer to do business with you. SME

Karl Albrecht is a management consultant, popular speaker, and author of At America’s Service and co-author of Service America! (Warner) with Ron Zemke. 619-622-4884.

ACTION: Use the triangle to improve service.