n recent years there has been more focus on market research and consumer panels. Companies are investing heavily in tools and systems to get customers involved, including development, new services and evaluating the experience. Is this enough however, to give customers the feeling of excellent service? The answer is clearly: no! These days you need more than that to make customers loyal to your company or brand.
Recently Möbius carried out a so-called mirror assessment around Service Excellence. This included an online survey among 40 organisations from the service industry, healthcare, manufacturing and distribution to identify the factors used most in the context of Service Excellence. In addition a representative sample of 1,000 Belgians (online consumer panel) across the country were asked to rank these same factors.
The consumer survey demonstrated that ‘Smart Data Usage’ (in first place) and ‘Employee Engagement’ (in second place) are more important in Service Excellence than involving customers in development and feedback or evaluation of the service.
The only thing of real importance that leaders do is to create and manage culture. If you do not manage culture, it manages you, and you may not even be aware of the extent to which this is happening.Professor Edgar Schein of the MIT Sloan School of Management,