The flip side of 30 things gone wrong in a service encounter [1], are the 100 things you can do right to make a memorable service experience. Jan Carlzon calls these the "moments of truth" [2]
If you or someone you know has had a bad experience at an airline ticket counter, for example, you probably have felt that the whole airline is a poor one, one where you are not likely to bring your business again. And that's based on the interaction with one person at a 50,000 persona organization. Is that fair? No, but it's real. It's a moment of truth.
Take the exercise in the last letter about listing all the things gone wrong. Next to each one, ask what would turn the negative into a positive. Lack of smiling and eye contact, becomes smile front he beginning while looking the customer in the eye in a friendly way. You will soon have 30 good service movements you can create. Now stretch beyond that. Can you come up with a hundred? Would you want to shop there? |