In a recent article I wrote about the “Five Levels of Service.” In case you didn’t read the article, they are:
1. Unacceptable – This is bad service at any level. Call it poor, terrible, less than stellar – bottom line is it is unacceptable for any reason.
2. Basic – commodity and minimum standards.
3. Good – your customers identify your service as “satisfactory.”
4. World Class – This is a big jump from good. It is beyond satisfactory. Customers think of your company as great. You create value. Customers compare you with others in your industry.
5. Trademark – Others are compared to you. You are the industry benchmark for great service.
There were a number of responses from some of our readers, and I feel that a “Part 2” is in order to further explain this rating system.
One of our readers mentioned a specific lower end restaurant chain and how it would be impossible to associate them with World Class or Trademark service. I disagree!
Yes, Trademark service levels go to the companies that have become legends beyond just their industries. They are companies like Ritz Carlton, Nordstrom’s and Cadillac, just to name a few. An example is when people refer to something as the “Cadillac” of the industry. The quality and service levels of these companies cross over to the general public, or at least far outside their own industry. But, there is no reason any company, in any industry, can’t hit World Class service levels.
While a Motel 6 may not be able to hit Trademark service levels (Or can they?), they can and surely do hit World Class. I’ve stayed in Motel 6 hotels and the people taking care of me have been nothing short of great. Nice people with great attitudes that want to take care of their customers are what I experienced at a Motel 6. They even advertise how they “leave the light on for you.”
The gas station down the street from me has the nicest people working there. They are so friendly and helpful. I’ve seen the cashier walk outside to help people who were having trouble with the pump, the car wash, etc. They are definitely above average or satisfactory. Locally, they do great business. They don’t need a national or even an industry reputation to be successful. They just need to be great at what they do within their own market. That is why they lean toward World Class levels of service.
Once you obtain World Class and Trademark service levels, you are not finished. Actually you are just at the beginning. Getting there was the goal, and just the first part of the journey. Sustaining high levels of service is a constant effort. There will be ups and downs, but there will always be the effort and quest to manage your customers’ and clients’ experiences and create what I call, “Moments of Magic!”
Shep Hyken, CSP is a professional speaker and author who works with companies who want to develop loyal relationships with their customers and employees. For more information on Shep's speaking programs, books, tapes and learning programs please contact (314) 692- 2200. Email: shep@hyken.com Web: www.hyken.com