Page 260 - DMGT522_SERVICES MANAGEMENT

Unit 12: Creating a Service Culture

12.3 Elements of a Service Culture Notes

There are various elements which makes an organisation successful as follows:
Service philosophy or mission: The direction or vision of an organisation that supports
day-to-day interactions with the customer.
Employee roles and expectations: The specific communications or measures that indicate
what is expected of employees in customer interactions and that define how employee
service performance will be evaluated.
Delivery systems: The way an organisation delivers its products and services.
Policies and procedures: The guidelines that establish how various situations or transactions
will be handled.

Figure 12.2: Elements of a Successful Organisation

Products and services: The materials, products, and services that are state of the art,
competitively priced, and meet the needs of customers.
Management support: The availability of management to answer questions and assist
frontline employees in customer interactions when necessary. Also, the level of
management involvement and enthusiasm in coaching and mentoring professional
development.

Motivators and rewards: Monetary rewards, material items, or feedback that prompts
employees to continue to deliver service and perform at a high level of effectiveness and
efficiency.
Training: Instruction or information provided through a variety of techniques that teach
knowledge or skills, or attempt to influence employee attitude toward excellent service
delivery.

Did u know? A key point to remember about service culture is that you play a key role in
communicating the culture of your organisation to your customers. You may communicate
through your appearance, your interaction with customers, and your knowledge, skill,
and attitude.

Self Assessment

6. Match the following terms:
Set A
1. The materials, products, and services that are state of the art, competitively priced,
and meet the needs of customers.

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