PROGRAMME HIGHLIGHT – MARK COLGATE
RESPONSIVENESS IS KING - And how there is more to tofu than you think Mark Colgate is Professor at the Gustavson School of Business,
This is followed by responsiveness. You need to be able to
University of Victoria, Canada. He has consulted and taught
reduce the client’s effort in getting information and answers.
on how to achieve higher customer satisfaction around the
Relationship building is the final R: giving caring and
globe. One of his greatest achievements was taking customer
personalised attention. Studies show that the better the focus
satisfaction at the Commonwealth Bank of Australia from last
on the 3 Rs, with reliability as the base R, the higher the rating
to first in the market.
for customer service. The studies further show that if customer
An audience summary of Mark Colgate’s IAPCO Keynote ‘Moments of power in customer service’ Mark’s insights from studying various companies are that most organisations actually have the service talent and ideas but are lacking tools, processes, rituals, KPIs and incentives required for service to thrive. This usually goes back to processes being optimised for management rather than service leadership.
the company is around 90%, while it drops to only 68% at a rating of 8/10. Nothing short of excellence creates loyalty. And now the tofu It is important to adopt a framework with processes, KPIs and incentives around these three Rs. The habit of using the three Rs as a customer experience framework enables a company to start inventing on the customer’s behalf. In that sense service talent needs to adopt those three Rs into their daily habits and then TOFU – Take Ownership and Follow Up.
The three ‘R’s Great customer service can be defined by three Rs: reliability, responsiveness and relationship. It is important to understand the right order in which customers view good service. Reliability is the basis for customer satisfaction. Being able to perform as promised, accurately and on time is the core need of any client.
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service is rated at nine or 10/10 the recommendation rate for
| The Annual Meeting 2020
