1. Editorial: Creating a service theme
I have been transcribing the flip charts from last week's corporate retreat. It has been very encouraging and several people have commented on how positive my mood seemed this week.
It is useful to have some time just to review and structure the current situation and to think about the future. We are currently re-designing the web site to bring it into line with our current activities and to simplify its message and navigation. As part of this, it was useful for the corporate retreat to review our target audience and our offering.
To do this, I used a process for creating a service theme that I learned from the Disney Corporation. It is very simple, and very powerful.
Two principles must govern the service theme:
Keeping your product and core values in mind, what is the desired image that you would like your employees to project about your organisation? Write some words and phrases that describe this image:
Professional, facilitative, fun, corporate, supportive, international, local, personal
Now define your product, delivery method and recipients of your product:
What is your product or service?
"We create . . .
How do you deliver the product or service?
" by providing . . .
Strategy consulting, facilitation, executive coaching and training
To whom do you deliver your product or service?
" for . . . .
Individuals and teams in organisations
As a result of using this simple process, I produced this simple 'elevator' statement to describe what we are to someone in an elevator in the short time available when travelling between floors.
"Brefi Group is an international change management organisation that helps individuals and teams in organisations become more successful by realising their potential."
Or, for short: "We help organisations realise their potential."
Apart from statements on printed matter and web sites, you never know when you might have an opportunity to 'sell' to someone in a very short time. it pays to have your elevator statement rehearsed. Why not try this simple technique for yourself?
There is more about how Disney deals with customer service below.
I have also been negotiating the programme for a course on leadership through coaching and mentoring. Once again I am able to turn to Disney.
Coaching plays a major part in achieving the level of customer servcice for which Disney is world famous. I wonder whether it is conicidence, therefore, that this year's CoachVille conference is to be held at Walt Disney World in Florida?
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2. Coaching notes: Disney guide to creating a culture
Disney theme parks are all about culture and values, so it is interesting to know how they set about creating a service culture. Service is provided by many thousands of individuals who are relied upon to behave in such a way as to make the 'guests' visit special. Here are the notes I took when training at the Disney Institute.
People buy expectations about performance and service. Identify the needs, wants, stereotypes and emotions of the target audience and then identify ideas and initiatives for meeting and exceeding their expectations.
Evaluate processes for efficiency and effectiveness as follows:
Empowerment is the means and opportunity to make decisions and take actions that directly affect the customer. Empowerment is:
We aim to make the Brefi Group web site the premier developmental site for teams and individuals in organisations, so do please send us your suggestions and requests for further development. And let us know what you think of this newsletter, and comment on the content.
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Brefi Group is a change management organisation that provides corporate coaching, consultancy, facilitation and training. Be sure to visit the Brefi Group web site at http://www.brefigroup.co.uk
We hope you enjoyed this issue of CorporateCoach. If you would like to learn more about how we can work together, then please contact me, Richard Winfield:
Telephone: 08450 678 222, or +44 (0) 121 704 2006 (international)