Seminar on "Service Gauge"

A seminar entitled "Service Gauge" was organized by Hong Kong Quality Assurance Agency (HKQAA) on 16 Aug 2011. It was a very informative seminar not only theoretical part included, but also practical experience sharing.

In the beginning, HKQAA background and service were briefed.

Several new services, included Service Gauge Mystery Shopper Assessment, Sales Gauge Mystery Shopper Assessment, and Service Quality Management (SQM) Certification Scheme, were mentioned.

The speaker was Mr. Billy Man (General Manager, Market Research Business) and his first topic was "Establishing Service Culture".

He said Service and Selling needed to perform together and both related to Dollar ($). Moreover, he said that Change of Service Culture needed time (~3yrs). The Service Culture included four elements and they were:

A) Establishing Service Standard

B) Positive Communication

C) Breakdown the Barrier of Bureaucracy

D) Continuous Improvement

A) Mr. Man reminded that the standard should be written humanly. The whole service flow should be studied carefully.

B) Positive Communication should be established by, including top management support, service strategy, benefit and experience sharing, importance of internal customer, etc.

C) Art Of War By Sun Zi (孫子兵法) was employed for Alignment.

D) Vision, Mission and Value should be set, as well as service badge / agreement. Setup service culture team and orientation were important.

After the break, Mr. Man introduced the "Service Gauge". It is an open system for front line and back end. The theory is shown as the following figure.

Mr. Man also mentioned that satisfied customer may not be the loyal customer. There were four key elements of customer loyalty.

- Customer satisfaction

- Repeat procurement

- Willing to pay premium

- Willing to introduce your product to others (Word of mouth)

Then Sales competence was discussed. Two key elements were Sales Passion and Sales Technique.

Probing technique called 6P and 2Q were introduced.

6P: Price, Product, Period, People, Purpose and Place

2Q: Quantity and Quality

The seminar is found very useful and it is valuable to consider how to employ these services into different industries.

Reference:

HKQAA “Service Gauge” Mystery Shopper Assessment - http://www.hkqaa.org/en_srservice.php?catid=3