The speaker was Mr. Billy Man (Managing Director, Mansfield). He is a professional in service quality and had been invited by HKSQ for providing us a Service Quality Seminar for World Quality Month in Nov 2011. It is an golden opportunity for me to refresh my knowledge.
Before the seminar, Mr. Billy Man briefed some services of Marketing Survey and Research in Mansfield Consulting Limited. I found interested in SELLability Assessment and Focus Group. And then an interesting game called "Dim Sum (點心)" was performed for participants rehearsal. The name included "Heart (心)" indicating that "Service is from the Heart".
After that Billy asked why Customer Service to us and shared some research data of local industries . In 2013, there were 72.1% in Service Industry, 3.9% in Manufacturing Industry and 24% for others in Hong Kong. However, the staff turnover rate in retail was up to 30%.
Then he shared some views on customer service below:
1. One complaint means 23 customer loss
2. One complaint will affect 12 potential customer
3. There are about 20% customer loss per year (Harvard Business Review)
4. One new customer cost more than 5 time to reserve for existing customer.
5. One satisfied customer will bring 3 new customers.
In addition, Billy calculated the actual target and budget based the above viewpoints and found that customer satisfaction was very important to achieve the target and budget.
Billy introduced the four Incentives for business success included "Business Performance", "Customer Expectation", "Marketing Trend" and "Management Effectiveness". He also said that Establishing Service Culture needed at least THREE years in which needed Money, Effort and Time (MET). The Service Culture included four elements:
A) Service Standard (服務標準)
B) Promotion Strategy (推廣策略)
C) Management System (管理制度)
D) Team Work (上下一心)
In order to initiate a service culture program, Billy pointed out "First Who?" and "Then What". He quoted a book "Good to Great" by Jim Collins that Get the right people on the bus, then figure out where to go. He pointed out bosses were important to be Role Model.
Finally Billy shared several local cases to explain how to establish service culture through different reward schemes.
Mansfield Consulting Limited - http://www.mansfieldhk.com/
Service Quality Seminar organized by Hong Kong Society for Quality (HKSQ) on 4 Nov 2011