The Service Gauge Seminar (Chinese title: 「企業上下同心．共創優質服務」研討會) was organized by Hong Kong Quality Assurance Agency (HKQAA) on 16 Feb 2012. The seminar aimed to share the improvement of service quality from different industries.
The first speaker was Mr. Harry Chow (周騫) (Owner, BOSSible創富者; Founding Chairman, Hong Kong Franchise Development Association (HKFDA)) and his presentation entitled "How to use quality services to win customer's word of mouth in multiple shop (連鎖品牌如何利用優質服務贏取顧客口碑)"
Mr. Harry Chow questioned "Why we need word of mouth?". It aimed to increase Sale Efficiency. In order to achieve this goal, the following elements should be considered.
Word of mouth could:
- Reduce Promotion Cost (Most awareness, Most Accurate, Quickest and Longest Lasting)
- Increase Sales Volume (Most Trustable, Reliable and Effective)
- Revolving Order (Consistently Reliable, Efficient and Friendly)
Word of mouth establishment was based on 4P (i.e. Product, Place, Promotion and People).
A multiple shop's word of mouth could be established through "Monitoring", "Training" and "Transparency" to achieve the service with "Uniform", "Efficiency" and "Accuracy".
The second speaker was Mr. Tsang (曾栢威) (Senior Manager, Chief Group) and his presentation topic was "Break Through the Barrier, Create a Corporate Service Culture (闖過關卡，營造企業服務文化)"
Mr. Tsang said Service Culture included "Service DNA", "Enthusiasm", "Proud of Service", "Recognize the Target", "Collaboration" and "Create Value". Moreover, he use "Coffee in different location" to demonstrate different service culture. The most important was customer needs and expectations. Nevertheless, he briefed how to break through the barrier. There were four elements such as "Market Environment", "Organization", "Customer" and "Staff".
Then Mr. Tsang introduced "Broken Windows Theory". It indicated a broken window that left unfixed can quickly encourage more crime because it sended a message of apathy to everyone. He emphasized that the details should not be neglected.
The special guest was Mr. Law (羅偉祥) and he shared his experience on overcoming his barrier to achieve success. He cannot walk because of lack of oxygen (1min) at birth. However, Mr. Law had not gave up. He shared his experience being Insurance Agent and how he built up his brand.
The third speaker was Mr. Chow (周楚源) (Vice President, China Construction Bank Corporation Hong Kong Branch) and his presentation topic was "How to improve employee service level? (如何提升員工服務水平)"
Mr. Chow identified Five steps to improve employee service level below.
1. Communication before implement
2. Use Mystery Shopper Assessment
3. Enhancement of Training
4. Benchmarking
5. Top Management Committee by Action
The last speaker was Mr. Billy Man (文樹成) and his presentation named "Break Bureaucracy, Corporate Unity (破除官僚，企業上下同心)"
Mr. Man introduced Three Ts for breaking bureaucracy. Three Ts were "Transformation", "Taking Part" and "Team Work". Transformation meant reducing the bureaucracy such as Mr. Jack Welch's GE story. "Taking Part" meant to understand customer and employee need. Team Work was talking about Communication, Support and Reward.
Then Mr. Man introduced HKQAA's DISCS Model which employed in Mystery Shopper Assessment:
Design of Audit Form and Report
Implementation Plan
Service Standard Building
Control of Quality
Shopper Pool
Finally, Mr. Man mentioned the benefit to achieve the certification of Service Quality Management.
I brought a book named "Directions" after the seminar.
I got Mr. Law's chop on his part of the book.
Reference:
HKQAA - http://www.hkqaa.org
