Mastering the Mindset

of World Class Service

Presented by Peggy Wynne Borgman

Wynne Business Consulting and Education

Your presenter

Peggy Wynne Borgman 30 year spa operator

Skin care specialist

18 year spa consultant

Wynne Business presents live management seminars, on-site team trainings and webinars

What is “world class” service?

How do you know when you’re experiencing it?

Have you personally experienced it?

Do you have “role models” for great service?

Why is excellent service so important?

Having “satisfied” customers (giving “good” service) isn’t enough

“Satisfied” customers aren’t loyal

Only delighted customers will be loyal

Customers have high expectations of spas

All the office is a stage!

World class service: putting on a play every day

“The Perfect World” is a play in which we all perform a role

When we’re on stage, we are “in role”

We never break character! (Even when clients try to get us to.)

We are staging experiences…

…not processing transactions

…not filling orders

…not “getting ‘em in and out” as fast as possible

…not becoming their best friends

The Three Keys to World Class Service

The “roots:” core values and beliefs that feed our work

Structure and systems that enable us to deliver results

Art that enables us to create delight

Key #1: Core Values

Empathy

Respect for Others

Integrity

Personal accountability

Desire to excel, constantly improve

Desire to grow

Sense of humor

The Golden Rule: it’s not enough

The Golden Rule: “Do unto others as you would have them do unto you.”

The Platinum Rule: “Do unto others as they would be done unto.”

“Seek first to understand, then to be understood.” -Steven Covey, Seven Habits of Highly Effective People

Most “listening” is actually just waiting to talk

Empathic listening: “genuinely seek the welfare of the person to whom you’re listening.”

Be willing to have your mind changed

Active Listening

Ensures that others feel heard

Enables you to accurately comprehend others’ needs/feelings

Helps you sense what they might not know and provide additional information and options

Which customer comes first?

A customer is anyone who has an “exchange of value” with our company

External customers: our patients?

Internal customers: your co-workers?

External customers reflect the happiness of the internal customers.

Deep teamwork: treat co-workers like customers

When you understand their social style, you’re less likely to misunderstand them

The blame game has no place in a world class business

“Being right is the booby prize” – Holly Stiel

Rapport: it opens the door to great service

We respond instantly to non verbal communication

93% of our influence comes from non verbal communication

We effortlessly feel a connection with people who share our social style (they are “simpatico”)

You can learn to read social styles and communicate in “their language”

Seek first to understand… their social style!

Two key variables in social styles:

People are motivated by results or relationships

People tend to be risk-averse or risk-accepting

There are four primary social styles

Relationship-driven Amiable (risk averse)

Expressive (risk accepting)

Expressives are creative, talkative, fun and impulsive.

Amiables are warm, sociable and other-oriented.

Results-driven Analytical (risk averse)

Driver (risk accepting)

Social Styles, cont’d

Analyticals need data, and plenty of time, to make decisions. Don’t rush them.

Type A Drivers are achievers who want results fast. They “cut to the chase.” Don’t slow them down.

“Helping professions” social styles

Medical careers attract amiable and analytical people

Amiable style lends itself to nurturing and care-giving

Analytical style lends itself to using systems, efficiency

Expressive style attracts creative, social people

Our clients are all social styles (and a lot of stressed-out Drivers!)

Style-flexing creates instant rapport

When you understand their social style, you can flex your own to become more compatible/simpatico

“Mirroring and matching”

Body language

Vocal characteristics

Key #2: Structure

Good intentions are essential to world class service, but they’re not enough!

Structure and systems enable us to do our jobs well and deliver consistently great service

All great natural systems have structure

World Class Service requires protocols and procedures

Enable us to deliver consistent service outcomes

Prevent surprises and disappointments

Give us confidence

Enable us to measure outcomes/improve

World class communication

World class service is not rigid and bureaucratic

Scripting has benefits and limits

Use the patient’s name naturally when you interact

Never use slang or jargon

Focus on the patient when you’re “on stage,” with plenty of eye contact

How do we manage our processes?

Organizational structure (“chain of command”)

Training (like this!)

Documentation

Communication

Meetings, huddles

Performance appraisal

Practice mgmt software

Consistency!

Going “above and beyond” only matters if you’ve mastered consistency in your customer service

A consistent competitor with lower service levels may have happier patients than you do if you’re “world class” only part of the time

Key #3: Art

The highest level!

World class service is artful; it demonstrates creativity and a flair for presentation

Ambience

Anticipation

Personalization

“Above and beyond” acts of service

Roots, Structure and Art are all essential to giving world class service

Roots + Art only = Inconsistent service

Structure + Art only = Stuffy, cold service

Structure + Roots only = Good, but not world class service

What is a moment of truth?

Critical “touch points” during every interaction with a guest

A moment in which there is an opportunity for a good or bad impression

An “experience within an experience”

There are hundreds of MOT’s in every patient visit, large and small: The appearance of your restroom

Service provider’s touch

Front desk representative’s makeup

Tea water temperature

How long it takes to check out

Customers add meaning and intent to what they observe and experience in your office

THIS IS INFLUENCED BY:

Their personal social style

Past experiences with physician’s offices (good and bad)

Whether they think they are savvy or a “newbie”

Their pre-existing perceptions of your company

World class service: managing moments of truth

Even simple “moments of truth” like your greeting can turn into a negative patient experience

Example: It takes a bit too long to greet her when she arrives, because you’re in the middle of a transaction

Meaning: You’re cold and uncaring.

Conclusion: “This is a snobbish, uncaring place. How dare they treat me like this? I’m going to flame them on Yelp!”

Your mission: optimize the patient experience

Is this patient perfectly comfortable?

How could I make their experience today even better?

How can I show them how important and valued they are to me, to our practice?

The Mindset of World

Class Service:

The Platinum Rule—for clients and coworkers alike

Build a solid foundation of skills/knowledge

Constantly improve procedures (yes, you)

Go above and beyond

Optimize the guest experience

Thank you for your attention. Questions!

Contact Peggy: pwb@wynnebusiness.com