In this video, Tom and Patricia show you how to use a service design report card for yourself and competitors.
- It's really important to give yourself a baseline in anything that you do to know where you are at the beginning so that you can figure out your progress to where you want to get at the end. And we've developed a service design report card, a score card, that allows you to do exactly that. And in our report card, our score card, we figured out five elements of customer experience and five elements of technical excellence that you can hit. And what we like to do is we like to ask people to grade themselves on a scale from zero, we're not there at all, to four, we're really good at it.
That gives you a five-point scale. But it also gives you a GPA. A four is an A. A three is a B. A two is a C. So that you could actually come up with a grade point average for your service design excellence around these 10 elements, five from the customer experience side and five from the technical excellence, or the internal company-facing side. So here are the five customer-facing elements, the elements of customer experience. The first is empathy. The second is expectation. Have you set the right expectations and clear expectations for customers? Third, emotion.
Have you taken account of what the customer's emotion is likely to be? And what do you want to do with that emotion? Raise it, validate it, tamp it down, increase it? Elegance. Nothing left out, nothing wasted. And engagement. Is the customer engaged and involved in what's going on? And here are the five technical excellence, company-facing elements. The first is execution. Are you reliably delivering on the expectations you set? Engineering. Are your processes robust? Are they going to break down? Or are they going to do it every time? Third is economics.
Are you delivering what you can deliver in a way that's profitable for you? Fourth is experimentation. Are you constantly innovating and bringing up new ideas and new ways of engaging with customers? And finally, equivalence. You want the experience to be good for the customer, but was it good for you too? Do you want to see that customer walk in your door again? So what you do, you take those 10 elements. You give yourself a grade. And, by the way, just don't do it yourself.
Do it with part of your team, with other executives, with people who are in your sales force, people in your customer service department. Do it for different divisions. See whether the A Division and the B Division and the C Division look at their GPAs and see if they're different. See if you can learn from Division C something that you can apply to Division A. And also do it with your competitors. Take your toughest competitor, the guy you hate to lose to the most, and do the same exercise with them. Where are they beating you? And how can you go on to beat them?
- What's service design?
- Make-or-break moments in customer loyalty
- Building brand consistency
- Making sure that you're easy to do business with
- Using a service design report card for yourself