Читать книгу The Experience - Loeffler Bruce - Страница 10

In the following diagram, you will see the breakdown of our 500+ company study and the model of the five levels of the Experience. We took select service-oriented companies from the Fortune 500 along with the aforementioned Family 500 (closely held small businesses). Our findings are described in the box.

The Five Levels of the Experience

Level One (Toxic): 30 Percent

L 1 Defined: “Service that comes across as apathetic, indifferent, and disengaged while providing an Experience that is both impersonal and offensive.”

The definition we've developed for “Toxic” is that the service provided actually offends and frustrates the customers. In simplified terms, Toxic means negative employee attitudes. It includes reactions and interactions involving apathy, the brush-off, and plastic indifference. This is by far the lowest level of service Experience; it's clear that people do not care and leaders are unaware they are losing customers and risking going out of business.

Level Two (Average): 30 Percent

L 2 Defined: “An Experience where employees are content to go through the motions, are satisfied with the status quo, and deliver service that is mediocre, bland, and uninspiring.”

Although not as negative as “Toxic,” the level of “Average” is still unacceptable. These companies are out of touch with customers' needs. Average is neither good nor bad; it just is. Companies and individuals who provide average or mediocre service tend to be uninspiring and boring in their delivery. Would a caring parent tell a child, “I want you to strive to be a C student”? Average may be tolerable to some, but it is unacceptable if you desire excellence.

Level Three (Good): 25 Percent

L 3 Defined: “Service where employees are often engaged, friendly, and personable, where most customers or clients encounter a positive Experience and feel as though they are valued, welcome, and important.”

In our opinion, the level of “Good” is where every company, leader, and employee needs to begin, at a minimum. Levels One and Two make up roughly 60 percent of all service; but that 60 percent is not at all acceptable if you want to succeed. This third level of Good provides the foundation for building excellence in an organization. Everything about Good helps define where every company must start, realizing that anything below Good will not be tolerated.

Level Four (Great): 12 Percent

L 4 Definition: “Relational Service that is consistently strong, where employees go the extra mile to create personalized service and relational Experiences for every customer.”

“Great” is the fourth level of the Experience, reserved for companies and individuals who tend to go out of their way for their customers. They create a great atmosphere for employees and design a legacy of excellence in everything they do. They tend to have a completely different mindset, excellent attitudes, and a high level of engagement, and strive to differentiate themselves from the competition.

Level Five (Exceptional): 3 Percent

L5 Definition: Exceptional Service that is part of the show, where every employee is focused on creating a unique ‘Experience’ for each customer that is profoundly better than their competition.

This top level of the Experience is reserved for the truly “Exceptional” companies that tend to take service to a whole new level. They create a memorable and unique experience and, by doing so, develop Ambassadors who spread the word to the world every chance they have.