Page 262 - DMGT522_SERVICES MANAGEMENT

Unit 12: Creating a Service Culture

3. Demonstrate ethical behavior. Ethical behavior is based on values — those of the society, Notes
organisation, and employees. These values are a combination of beliefs, ideologies,
perceptions, experiences, and a sense of what is right (appropriate) and wrong
(inappropriate). Successful demonstration of ethical behavior is often determined by the
values of the customer and how he or she perceives your behavior, and the customer often
holds you and your organisation to high standards. Thus, it is crucial for you to be aware
of your words and actions so that you do not inadvertently send a negative ethical message
to your customers.
How do you know which values your organisation holds as important?
Many times, they are communicated in an employee manual distributed during new hire
orientation. Sometimes they are emblazoned on a plaque on the wall, possibly as part of
the mission or philosophy statement or next to it. However, the reality test or “where the
rubber meets the road” related to your organisation’s values comes in the day-to-day
operational actions of you and your organisation.

From an ethical standpoint, it is often up to you and your frontline peers to assess the
situation, listen to your customers’ requests, scrutinise your organisational policies and
procedures, consider all options, and then make the “right” decision. This decision is
fair—to your customer and your organisation—and it is morally and legally right. A 1999
movie (The Insider with Al Pacino and Russell Crowe) epitomized the issues of ethical
behaviour. The movie is based on the true story of a tobacco industry insider who blew
the whistle on his company, which publicly denied the harmful side effects of smoking.
Even though the man stood to lose everything, possibly even his life, he acted out of
conscience in an effort to help others. Another movie, Erin Brockovich, demonstrated what
can happen if unethical behaviour is not immediately caught and corrected by an
organisation. In that movie, Pacific Gas & Electric (PG&E) dumped chemicals into the soil
and water of Hinkley, California, for years. They then covered up the pollution even
though many of the local residents developed serious health problems and died. The
company even paid medical bills for some residents to give the appearance of a good
corporate neighbour.

Ultimately, Erin was able to piece together the details while working for a small legal
firm and a class-action lawsuit resulted in the largest class-action lawsuit payment in
history at the time and severe damage to the reputation of PG&E.
4. Identify and improve your service skills. Take an inventory of your interpersonal and
customer service skills; use the strengths, and improve the weaker areas. By continually
upgrading your knowledge and skills related to people, customer service, and products
and services offered, you position yourself as a resource to the customer and an asset to the
organisation. There is a list of different Web sites offering various behavioral style surveys
at www.mhhe.com/customerservice if you wish to pursue learning more about yourself.

Did u know? Some sites periodically offer a shortened or beta test version of surveys they
develop.
5. Become an expert on your organisation. As the frontline contact person with customers,
you are likely to receive a variety of questions related to the organisation. Typical questions
involve organisational history, structure, policies and procedures systems, products, or
services. By being well versed in the many facets of the organisation and its operation,
related industry topics, and your competition, you can project a more knowledgeable,
helpful, and confident image that contributes to total customer satisfaction.

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