The New Straits Times (Monday, November 6, 2006) published a reader's letter in which it was claimed that a staff of the 'ultra-moden' Rapid KL transport company insulted the reader and his mother for being too 'stupid' to understand the bus signs.
These are, fortunately, rare and extreme cases of service providers loosing-it in Malaysia. Yes, we have all heard some horror stories from the KL General Hospital, the Customs and even the National Registration Department. In fact even organizations that live and die by their service codes such as Malaysia Airlines and AirAsia have their share of service 'screw-ups'.
As much as these stories are exciting stuff to be sms and email fodder, what intrigues me more is the question : Why?... Why do these service collapse occurs among some of the most highly trained employees of organizations that mention the word 'world-class service' at every breath?
I would be inclined to say that the reason is that training and service-indoctrination has not been internalized by the target employees. You see, customer service must be declared and lived. By sending your people to such programs is your declaration of how important good customer service is for your organization. That's fine but the next step is, how are you going to measure whether the new knowledge and skills in relation to providing good customer service is being lived by your people? In essence, that's what it is all about: Living the Customer Service Code.
The 3 key questions that needs to be asked here are :
1. Did your people take away practical and implementable service ideas from such training programs?
2. Was there a proper analysis of what is the gap between your declaration and your actual living of that declaration
3. Have you built the right environment for your people to challenge the status-quo and experiment with new service ideas. As a good friend of mine often says, a Koy grows as big as the pond it is in allows it to.
Providing service (especially a service standard beyond the call of duty) is a psychological and emotional endeavour. The proof of the service is in living it.
Lets all live the famous Malaysian declaration of world class service standards!
