Delivering Service Excellence

Transcription

1 Delivering Service Excellence We exist to serve others so they may better serve the world. Bryan K. Williams, Customer Service Guru

2 Who Am I? Joan Rogers Manager Spa Operations at The American Club Kohler 16 years in the spa industry Graduate of Blue Sky

3 What does a spa operations manager do? Develop new treatments for spa menu of services. Create seasonal services for resort promotions. Interview, hire and train new therapists: massage, estheticians, cosmetologists and nail technicians. Coach, mentor and performance management of staff. Work with hotel central reservations staff on spa services and communication of spa. Assist in opening new spa locations for Kohler. Travel to the current two Kohler Waters Spa locations in St. Andrews, Scotland and Burr Ridge, IL for training. Do payroll for spa staff. Purchase spa equipment. Bring in new product lines for professional and retail purposes. Hold monthly department meetings. Attend resort-wide manager meetings.

4 What We Will Cover Today: Importance of Communication in Service Delivery 5 Points of Service Excellence Function of Service vs Purpose of Service Implementation in Clinic

5 Client relationships are an integral part of being an excellent massage therapist, not an extension of it. Achieving great client relationships involves service excellence and solid communication.

6 So let s communicate! Activity

7 So, how did we do?

8 Importance of Communication in Service Delivery Listen Listen Listen. Repeat it back clarify it. So, what I hear you saying. Pass the information on correctly. Take time. Allowing the person to completely finish their thought before you begin to form a response is also crucial to good listening. If you are really listening to what your client wants it will be that much easier to fulfill their needs.

9 Framework for Service Excellence What your Clients Rate You On Reliability Assurance Tangibles Empathy Responsiveness

10 R.A.T.E.R. Factors What your clients rate you on Reliability. Keep your promise. The ability to provide what was promised, dependably and accurately.

11 Reliability Your organization: Direct promises through advertising and marketing. Example: Fed Ex, Zappos Common Expectations: Clients bring their expectations as to what you can and cannot do. Failing to meet, whether you knew about it or not, has same impact as breaking promise. Personal promises: These come from YOU! I ll get right back to you with that information. Make only promises YOU can keep!!

12 R.A.T.E.R. Factors What your clients rate you on Assurance. Manage your client s feelings of trust with knowledge and know-how. Good service providers stand out, so make yourself memorable!

13 Assurance Substance backs up your style in 4 areas: 1. Product Knowledge: Know what you re selling, promising or providing. 2. Company Knowledge: Know beyond your treatment room what s available. 3. Listening Skills. Pay attention, get it right, so your client does not have to REPEAT IT.

14 R.A.T.E.R. Factors What your clients rate you on Tangibles. From the clients point of view, if they can see it, walk on it, hold it, hear it, step in it, smell it, carry it, step over it, touch it, use it, even taste it, if they can feel it or sense it, it s customer service.

15 Tangibles Tangibles help convey the value of the service transaction s intangible aspects. 3 Ways you can demonstrate the value of the service transaction: 1. Take pride in your own appearance. 2. Take time to write down information and pass it along to your client for reference. Make sure it s correct. 3. Your workplace is clean, safe and comfortable.

16 R.A.T.E.R. Factors What your clients rate you on Empathy People don t want to communicate with an organization or a computer. They want to talk to a real, live, responsive, responsible person who will listen and help them get satisfaction.

17 Empathy Empathy vs. Sympathy I can understand how that makes you angry. I m really angry about those centerpieces, too.

18 Empathy Trick is to be emotionally aware and sensitive without becoming too emotionally involved. When you respond with empathy, you stay calm and in control. Then you are at your best to help your client. Clients don t care what you know, until they know that you care.

19 R.A.T.E.R. Factors What your clients rate you on Responsiveness Timely response is critical! I m hungry. I ordered 45 minutes ago???

20 Responsive Setting --- and Meeting --- Deadlines Communicate Clarify DON T OVER-PROMISE AND UNDER-DELIVER. Deadlines become yardsticks by which your client will measure your success or failure.

21 Responsiveness Research shows that the most frustrating aspect of waiting is not knowing how long the wait will be. You have a client that takes more than the usual amount of time after the massage. She likes to chat a bit and summarize her massage with you. How would you handle running over in a massage with your next client waiting?

22 What your clients rate you on WOW Factor = Beyond their expectations. Be Memorable. Create an experience. Treat others like they want to be treated. Go above and beyond is not a chore but a way of life (Kohler Waters Spa). No Bare Minimums (B.M. s.)

23 Function vs Purpose Understanding the Purpose, affects how the Function is performed. What is the difference between the housekeeper changing the bed sheets and the housekeeper ensuring that the guest has a clean, comfortable bed to sleep in? The purpose brings deeper meaning to the function.

24 Function vs. Purpose What is the function of massage therapy? What is the purpose of massage therapy?

25 Keep It Professional Every job is a self-portrait of the person who did it. Autograph your work with excellence. Professional Looks the part; neatly dressed. Confident communicator. Smiles, looks eager to help. Solid Handshake. Eye contact with client. Does not rush client. --From a poster in an auto repair shop Unprofessional Sloppy dress, bad breath. Chews gum; eats in front of client. Ignores client; chats with coworker. Wimpy handshake; Sighs; rolls eyes. Avoids eye contact. Rushes client out the door; busy energy.

26 Keep It Professional Unprofessional No problem Sure You guys OK, Ah, Uhm Yup, Yeah, Nope Verbiage Professional Allow me to Yes Ladies and gentlemen My pleasure

27 Clients are Everywhere Unbreakable Rule: YOU ARE THE COMPANY To the Client, YOU are: The Blue Sky Clinic The Blissful Day Spa The Chiropractor s Office The Kohler Waters Spa YOUR own private practice.

28 Clients Are Everywhere REMEMBER You are an ambassador for the Massage Therapy Industry EVERYWHERE YOU GO.

29 Implementation in Clinic Solid handshake with each client Eye contact with smile Walk side by side with client to room Well-groomed Use professional verbiage Call client by name 2-3 times: Ms Rogers Be aware of whether we re asking the client to work towards their comfort level by doing all the asking for. Be proactive. Offer the restroom prior to massage. Know if your client has been to the Clinic before. Welcome them back. May I enter the room? May I adjust anything in the room for you? Temperature, lighting, music, warmth, noise level (no bottle squirts) May I adjust my pressure? What is your goal for our one hour session together?