All business in contemporary world are majorly driven by one word, that is, ‘service’. Everywhere we look there is service. Outside a company walls there is external customer service, inside the company there is internal colleague-to-colleague service, if someone works for the government they call it the public or civil service, if one is in the military it is called ‘being in the service’ and even when we die, we get a ‘memorial service’. Service is something we receive and provide from the day we were born till the day we take our last breath.
“If someone in your office says we should meet customer expectation and someone else says we should exceed customer expectation, how do you determine who is right? Then, there is someone like Steve Jobs, who means to give customers what they want but they are unsure whether they will need it or not. It is confusing to decide,” Ron Kaufman said while speaking at a keynote session named Capturing the Power of a Superior Service Culture, at CIO100 Event.
CIOs lead a very crucial internal department of a company, which to a large extent is responsible for satisfying customers indirectly. Therefore, the word ‘service’ has a very specific definition for business and IT leaders. If a CIO wants to consistently deliver excellent service experience from his or her IT organization, then the CIO must take up the challenge of building a strong service culture.
“Service is taking action to create value for someone else. There is a very important relation between service culture and service excellence. If someone walks the extra mile to provide exceptional service but comes back to office and finds out that his or her company does not have proper service culture, then what happens? That person will get demoralized and give up or leave,” Kaufman said.
Ron Kaufman classifies service in six levels. The very first level of service he terms as ‘criminal’ or in other words unacceptable, then comes ‘basic’, the third is ‘normal’ or ‘expected’, the fourth one he calls ‘desired’, the fifth one is ‘surprising’ and above that is ‘astonishing’ or ‘unbelievable’.
“There is a reason why we unanimously cannot agree that excellence falls on one of the particular level I mentioned. This is because the six levels of service I mentioned are not fixed, it is like an escalator which is going down. When you do something with a technology and say it is ‘new’, it is only new for the first time. But then, it becomes nice, nice becomes normal and then normal is ‘no-big-deal’. After this, everyone looks at the CIO and asks what is next?” said Kaufman.
With the ever changing technologies around, excellence for CIOs has become a moving object. According to Kaufman, service excellence is taking the next step ‘up’ to create ‘more’ value for somebody else.
“A service excellence culture is, when every single person who comes to work says I am here to do my job and the purpose of my job is to create value for somebody else and look continuously for ways to step up and do it better,” Kaufman said.
A leader is the first person to derive satisfaction while taking an extra effort to make someone else happy.
“The moment you take action to take create value for someone, the first person who gets the benefit is you and the not the person whom you created value for,” Kaufman said.
Speaker Bio: For over two decades, Ron Kaufman, founder and chairman, UP! Your Service, has helped companies on every continent to build a culture of uplifting services that delivers real business results year after year. Kaufman is one of the world’s most sought-after educators, consultants, and customer service speakers on the topic of achieving superior service. Packed with case studies and best practice examples from companies around the world, his session at the CIO100 2014 event demonstrates the mantra for success.