Good customer service is an essential part of any successful business. It's what sets the best companies apart from their competitors and creates loyal customers who return time and time again. In this article, we will be highlighting 10 legends in the customer service industry and their unique initiatives that made them famous.
Horst Schulze: founder and former CEO of Ritz-Carlton Hotel Company. He is known for his emphasis on creating a culture of service excellence and for his commitment to training and empowering employees to deliver outstanding customer service. Horst Schulze created a culture of service that should be a model for all of us. By committing to the highest standards of professionalism--and creating the right systems to achieve them--he inspired thousands of people to embrace and embody the core ideal of sheer unadulterated excellence.
Customer service initiatives implemented by Horst Schulze during his time as CEO of Ritz-Carlton:
The Three Steps of Service: One of Horst Schulze's most famous customer service initiatives was the creation of the "Three Steps of Service" program. The program emphasises the importance of providing personalised service to each and every guest, and consists of the following steps:
A warm and sincere greeting
Anticipation and fulfilment of each guest's needs
Fond farewell
By following these three steps, Ritz-Carlton employees are able to create memorable experiences that leave a lasting impression on guests.
The Credo: another key part of Horst Schulze's customer service philosophy is the Ritz-Carlton Credo. The Credo is a set of values and principles that guide the behaviour of Ritz-Carlton employees, and includes statements such as "We are ladies and gentlemen serving ladies and gentlemen" and "We are not employees, we are ambassadors." By embracing the Credo, Ritz-Carlton employees are able to provide a level of service that goes above and beyond what is expected.
Employee Empowerment: Horst Schulze believed in empowering employees to make decisions and take action on behalf of the guest. He recognised that employees are often in the best position to identify and solve customer service issues, and he gave them the tools and resources they needed to do so. For example, each Ritz-Carlton employee has access to a $2,000 "Customer Incident Fund" that they can use to resolve guest complaints and issues without having to seek approval from their managers.
Continuous Improvement: finally, Horst Schulze was a strong believer in the importance of continuous improvement. He understood that customer service is a constantly evolving field, and he encouraged his employees to seek out ways to improve the guest experience. Ritz-Carlton employees are encouraged to share their ideas and suggestions for improvement through a program called "The Daily Line-Up," which is a daily meeting where employees can discuss guest feedback, share best practices, and suggest ways to enhance the guest experience. By constantly striving to improve, Ritz-Carlton has been able to maintain its reputation for exceptional customer service over the years.
Walt Disney: known for his focus on creating a magical experience for guests, and for his emphasis on attention to detail and creativity. He encouraged employees to think creatively and to always look for ways to surprise and delight guests with unexpected touches and magical moments. Here are a few examples of Walt Disney customer service initiatives:
Cast Member Training: Walt Disney was known for his emphasis on employee training and development. Disney believed that well-trained employees were essential to creating a magical experience for customers. Today, the company's "Traditions" program is an extensive training program that all new cast members (Disney's term for employees) must complete. The program emphasises the company's values and culture and provides employees with the tools they need to create exceptional experiences for guests.
Customer Service Philosophy: Walt Disney was famous for his customer service philosophy, which he called "Guestology." The philosophy emphasises the importance of understanding the needs and preferences of guests and tailoring the experience to meet those needs. Disney believed that every guest was an individual and should be treated as such. This philosophy is still a fundamental part of the company's culture and is reflected in its commitment to creating personalised experiences for each guest.
Attention to Detail: Disney was also known for his attention to detail. He believed that every aspect of the guest experience, no matter how small, was important. This attention to detail is reflected in everything from the cleanliness of the parks to the design of the attractions. Today, the company continues to emphasise attention to detail as an essential part of creating a magical experience for guests.
FastPass: Disney's FastPass system is a customer service innovation that has become a standard in the theme park industry. The system allows guests to reserve a spot in line for a popular attraction, reducing wait times and improving the overall guest experience. The FastPass system has since been expanded to include additional features, such as the ability to reserve seats for shows and parades.
My Disney Experience: My Disney Experience is a mobile app that allows guests to plan and manage their Disney vacation. The app includes features such as the ability to reserve dining reservations and FastPasses, view wait times for attractions, and access interactive maps of the parks. My Disney Experience is an example of Disney's commitment to using technology to enhance the guest experience and make it easier for guests to plan and enjoy their vacation.
Shep Hyken: a customer service expert and author of several bestselling books on customer service including "The Cult of the Customer" and "The Convenience Revolution." He is known for his focus on creating a culture of customer service excellence and his emphasis on creating memorable experiences for customers. Shep is also known for his "Moments of Magic" philosophy, which emphasises the importance of creating small, unexpected moments that delight customers.
Tony Hsieh: Tony Hsieh, the late CEO of Zappos, was known for his focus on creating a customer-centric culture at the company. He famously offered new hires $2,000 to quit after their first week of training to ensure that only those who were truly committed to the company's culture and values would stay. He also implemented a "no call centre" policy, in which Zappos representatives were empowered to do whatever it took to make customers happy, without relying on scripts or call center procedures. We highly recommend this book, Delivering Happiness: A Path to Profits, Passion and Purpose, in this book, Tony Hsieh shares the different lessons he has learned in business and life, from starting a worm farm to running a pizza business, through LinkExchange, Zappos, and more. Fast-paced and down-to-earth, Delivering Happiness shows how a very different kind of corporate culture is a powerful model for achieving success-and how by concentrating on the happiness of those around you, you can dramatically increase your own.
Ron Kaufman: Ron Kaufman is an author, consultant, and keynote speaker on topics such as service excellence, culture, and leadership. He is known for his "UP! Your Service" philosophy, which emphasises the importance of creating a service culture that empowers employees to take ownership of the customer experience. He is the author of "Uplifting Service".
Micah Solomon: Micah Solomon is a customer service consultant and author of several books on customer service. He is known for his focus on creating customer experiences that are both personalised and innovative. He emphasises the importance of understanding customer needs and preferences and tailoring the service experience to meet those needs in creative and memorable ways. He is the author of "Exceptional Service, Exceptional Profit", the book provides practical strategies for creating a culture of service excellence and emphasises the importance of creating a service mindset at all levels of the organisation. Another book authored by Micah Solomon is "The Heart of Hospitality." If you want to create and sustain a level of service so memorable that it becomes an unbeatable competitive advantage, you'll find the secrets in this book.
John DiJulius: a keynote speaker and author of several books on customer service, including "The Customer Service Revolution" and "The Relationship Economy." He is known for his focus on creating a "customer service revolution" by changing the way organisations think about service. He emphasises the importance of creating a service culture that is built around empathy, creativity, and a commitment to continuous improvement.
Chip Bell: an author, speaker, and consultant on customer service and leadership. He is known for his emphasis on creating customer experiences that are "awesome" and "innovative." He encourages organisations to think creatively about the service experience and to look for ways to surprise and delight customers with unexpected touches. He is the author of "Sprinkles: Creating Awesome Experiences Through Innovative Service" and "Kaleidoscope: Delivering Innovative Service That Sparkles."
Jeanne Bliss: a customer experience pioneer and author of several books on customer service, including "Chief Customer Officer 2.0" and "Would You Do That to Your Mother? The 'Make Mom Proud' Standard for How to Treat Your Customers." She is known for her focus on creating a "customer-driven growth engine" by aligning the entire organisation around the needs of the customer. She emphasises the importance of creating a culture of accountability and transparency and empowering employees to take ownership of the customer experience.
Jean-Pascal Tricoire: CEO of Schneider Electric, a company that specialises in energy management and automation solutions. He is known for his focus on creating a customer-centric culture within the company and his commitment to sustainability. Tricoire believes that creating a culture of customer service excellence starts with listening to customers and understanding their needs. He emphasises the importance of creating personalised experiences that are tailored to each customer's unique requirements, and he encourages employees to take ownership of the customer experience. Under Tricoire's leadership, Schneider Electric has won several awards for customer service excellence and has been recognized as one of the world's most sustainable companies.
In conclusion, customer service is a vital part of any business, and the legends in this industry have all made significant contributions to the field. From Zappos' commitment to customer experience to Disney's focus on creating magical moments, these companies have set the standard for service excellence.
Ron Kaufman's initiatives have also been instrumental in helping organisations create a culture of service excellence. His "UP! Your Service" training, service culture assessment, and service leadership certification programs have helped countless businesses improve their customer service and create a more customer-centric culture.
If you're interested in learning more about customer service or want to take your organisations service culture to the next level, there are many resources available to you. Consider attending a training program, reading a book on the subject, or seeking out professional advice from us.
Remember, creating a culture of service excellence takes time and effort, but the rewards are well worth it. By putting your customers first and focusing on creating personalised, memorable experiences, you can set your business apart and create a loyal customer base that will help your business thrive for years to come.
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