Service and the Strategic Agenda
A review of customer and category research suggests several basic themes in the formation, integration and execution of service strategies that drive value creation; each of these deserves more deliberate analysis:
- Service Culture and Sense…
What the organization believes about the nature, relevance, and impact of its service to customers.
- Service Proposition and Focus…
What the organization promises, delivers and engages with customers under the rubric of service.
- Service Competence and Practice…
What the organization builds, dispenses, maintains and advances through deliberate service management.
John Di Julius, author of What’s the Secret? – a good book on service, suggests that the real secret in all of this is service aptitude at the employee level. Others suggest that the magic derives from attitudes, engagement and principled behavior. In terms of your strategic agenda for growth, performance and change, the plan for service is at the heart of things – where your ideas, people and value come together in the mind of the customer.