Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization (22 page)

152

Appendix A

APPENDIX B

CARQUEST Standards of

Service Excellence

᭧
General Parts, Inc. All Rights Reserved

153

154

Appendix B

APPENDIX C

Capella Hotels and Resorts

‘‘Canon Card’’: Service

Standards and Operating

Philosophy

᭧
West Paces Hotel Group, All Rights Reserved

155

156

Appe

ndix

C

Appe

ndix

C

157

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Notes

1. For more on Danny Meyer’s approach to hospitality (the term he prefers to ‘‘service’’), we recommend his
Setting The Table: The
Transforming Power of Hospitality in Business
, HarperCollins, New York, 2006.

2. Elizabeth Loftus,
Memory
, Ardsley House, New York, 1980, pp 24–25.

3. Phoebe Damrosch,
Service Included: Four-Star Secrets of an Eavesdropping Waiter,
William Morrow, New York, 2007.

4.
New York Times
, September 24, 2007: ‘‘Walmart.com to Customers: Stop Calling.’’

1. Gary Heil, Tom Parker, Deborah C. Stephens,
One Size Fits One,
Wiley, New York, 1999, p 43.

2.
Harvard Business Review
, March 2006.

3.
Seth’s Blog
entry, December 11, 2007,
www.sethgodin.com

159

160

Notes

1. Bill Bryson,
A Walk In The Woods
, Broadway Books, 1999.

2. Edmund Lawler:
Lessons in Service from Charlie Trotter
, Ten Speed Press, Berkeley, CA, 2001.

3. A caution: Such changes should be made carefully, intelligently, and flexibly. The routines of the professional kitchen—like other artisanal environments—have developed over centuries. Thousands of subtle details and ‘‘tradeskills’’ are embedded in the traditional kitchen’s routines, and in those who have apprenticed in them. When applying a modern manufacturing-based approach to such an environment, the unique advantages of the artisanal traditions must be preserved along with the advantages of the new ways you bring in.

This kind of integration requires a soft touch.

1. Martin E. P. Seligman, PhD,
Learned Optimism: How to Change Your
Mind and Your Life,
Free Press, NY, 1998, p 257.

1. Carl Sewell and Paul B. Brown,
Customers for Life: How to Turn That
One-Time Buyer into a Lifetime Customer,
Broadway Business, Re-vised ed., 2002, p 13.

1.
http://www.wired.com/techbiz/it/magazine/16-03/ff_free

2.
Keyboard,
December 1, 2008.

3. Mark Penn and E. Kinney Zalesne,
Just 1%: The Power of Microtrends
, Change This, Milwaukee, WI, 2007, p 8. Viewable at
www

.changethis.com.

Notes

161

4.
New York Times,
‘‘At Netflix, Victory for Voices Over Keystrokes,’’

August 16, 2007.

5. CD Baby confirmation letter as of April 2009.

6. Henry David Thoreau,
Walden; or, Life in the Woods,
Ticknor and Fields, Boston, 1854.

7. Seth Godin,
Seth’s Blog
, January 31, 2008. Longer and much-worth reading discussion in his book
Permission Marketing
, Simon & Schus-ter, New York, 1999.

8. Amazon.com CTO Werner Vogel’s blog entry,
http://www.all

thingsdistributed.com/2006/06/you_guard_it_with_your_life.html

9.
http://www.joystiq.com/2008/05/06/wii-fit-sells-out-on-amazon-

2-5-units-sold-every-minute/

1. Elizabeth Loftus,
Memory
, pp 24–25 .

2.
The Odyssey
, Homer, translated by Robert Fagles, introduction by Bernard Knox, Penguin Classics, New York, 1996.

3. Danny Meyer,
Setting The Table
, p 215.

4. Personal Courtesy of Jay Coldren, December 2007.

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Index

access for customers with disabilities

thinking like a customer,
59–
62

auditory,
136,
137

training employees to anticipate,

physical,
135–136,
137–138

94–
95

visual,
122,
136–138

apologizing

advertising, on the Internet,
128,
140

fake apologies,
29

alignment, of leaders,
103

after service breakdowns,
28–29

alt tags,
122,
137

slowing down apologies,
29

Amazon.com,
11,
22,
125–127

aptitudes,
84–
88

Anderson, Chris,
115

Atchison, Shane,
116

anticipatory customer service,
5–
6,
59–

attitude

83,
133–134

pessimistic,
87,
103–104

benchmarking in,
67–
68

positive,
86–
87,
103–104

dashboard concept in,
78–79

attitudes, in orientation process,
90–
91

efficient processes in,
68–70,
72

auditory impairments, customer access

emotional attachments in,
71–72

and,
136,
137

information about customer experi-

automated links,
25

automated mass mailings,
24,
25,

ence,
75–79

122–124

Internet and,
73–78

Lean Manufacturing methodology,
72

banner advertising,
140

looking for defects/defective situa-

behavior-shaping constraints,
67

tions,
62–
65

beliefs, in orientation process,
90–
91

process-based solutions,
79–
83

benchmarking

protective customer bubble and,
54,

in anticipation of customer service,

96,
97–
98

67–
68

reactive customer service versus,
4–5

in manufacturing-based systems,

reducing waste to add value,
66–
68

66–
68

repetition strategy,
125–127

personnel,
89–
90

163

164

Index

Bezos, Jeff,
22

Courtroom Method of service recov-

Bose,
17

ery,
27

brand ambassador process,
93–
94

crucial emotional moments,
see
good-

Branson, Richard,
117

byes; greetings; service recovery

breakdowns in service,
see
service re-

cultural differences,
19

covery

Cultural Intelligence
(Peterson),
19

Bryson, Bill,
60

customer loyalty

BVLGARI,
2

costs of,
108–110

developing,
1–2,
see also
anticipatory Caliper system,
89

customer service

human touch and,
23–24,
25,
117,

Cambridge, Chris,
132

120–124,
126–130

Capella Hotels and Resorts,
2,
21,
41,

impact of,
2–3

145–146,
155–157

importance of,
1

captchas,
136–137

lifetime value of loyal customer,
35–

caring service delivery,
9–11,
53–54,
99

36,
41

Carnegie, Dale,
53

nature of,
7–
8

CARQUEST,
146,
153–154

online,
115–130

CD Baby,
123–124

pricing and,
112–114

coercion, avoiding,
17–18

survey proxies for,
76–77

Coldren, Jay,
143

write-offs versus,
43–
44

collaboration, with customer after ser-

customer rankings,
126

vice breakdown,
31

customer satisfaction elements,
7–13

comment cards,
50

caring delivery,
9–11,
53–54,
99

commoditization process,
2,
119

perfect product,
8–
9,
125–127

compensation, for service recovery,

problem resolution,
12–13

34–36

timeliness,
11–12,
104–105

complaints

customers with disabilities,
135–138

handling customer,
39–
43

auditory,
136,
137

suggestions of customers,
31,
35

Internet access,
122,
136–137

total customer service empower-

physical access,
135–136,
137–138

ment,
40–
41

visual,
122,
136–138

compliant service,
133

cynicism,
103–104

conscientiousness,
88

consistency

daily check-in,
98–100

of language,
15

Damrosch, Phoebe,
21

see also
standards

dashboard concept,
78–79

Continuous Improvement Systems,