A service vision isn’t just a few words strung together on a sentence but something that embodies the company’s vision and drives employees to go the extra mile. Lisa Cheong asks Ron Kaufman, author of UP Your Service! and founder of UP Your Service! College for some pointers on how companies can better draft a compelling service vision statement.
What is the purpose of an engaging service vision?
Many organisations have statements declaring their commitment to excellent service. Most of these statements fall flat. Some sound like a committee tried to include every possible flavor, and then settled for vanilla.
An engaging service vision must be engaging – distinctive, motivating and clear. Your service vision must be uniquely and powerfully yours. Customers should hear it and say, “Yes! That is who you are”. Staff members should read it and say, “Yes! That is who we want to be”.
What are some factors to consider before crafting a engaging service vision?
What will make you stand out from the crowd? Promising “excellent service” is no longer enough for customers or for your staff. Excellence sounds good, but you want to be excellent at what?
You must discover the style of service your customers value most, and then craft your engaging service vision to address and fulfill their needs. Excellent service in a hospital should be warm and caring, but that’s not what you want at a computer store or car wash.
What are some of the “must haves” for an engaging service vision?
• A mantra to motivate your team. Your engaging service vision must be easy to remember at all times, even in the middle of crisis. “Mantra” means “that which works”. Make sure yours does.
• Aligned to core values of the brand. The service vision of our company is “A world where people are educated and inspired to excel in service, to customers and to one another.” This is consistent with our own core values of personal responsibility, continuous improvement and abundant generosity (among others).
• Aligned to customers values. One budget airlines promises “We make flying fun!” Their customers want safe and inexpensive flights from point A to B. But they value an experience that won’t make air travel a chore – even on a low-cost airline. By sharing jokes with passengers and even singing songs, the crew add something valuable for customers without raising costs.
• Clearly understood at all levels and for internal and external service providers. An engaging service vision must make sense for everyone in the front office and the back office and at every level.
• Easily translates into action. Abstract concepts require discussion and explanation before people know what to do. An engaging service vision is immediately clear: you hear it and you know what to do it create it. If someone hears your vision and says “What does that mean?” you should keep working on the vision.
What are some guidelines to follow when writing or reviewing an engaging service vision?
• Involve others when drafting or revising your service vision. You could have management write a first draft and send it to others for response, or you could have everyone submit ideas and blend them well together, or hire a consultant.
• Make your vision a challenge to all. “Meeting expectations” and “complying with specifications” will not turn your people on. You need a bolder language to drive them strongly forward.
• Keep your service vision out in front. Put it on the wall with signage, posters and illustrations. Put it in the mail with your newsletters and correspondence. Print it on your letterhead, business cards, T-shirts, caps, cartons and delivery trucks. There are a hundred ways to keep your vision clearly out in front.
