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What'S The Secret?: To Providing a World-Class Customer Experience by John R. DiJulius

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Chapter 4. Service Aptitude Level

What level is your company?

The customer sets the pace, you capture the moments. You are in charge. Your ultimate responsibility is that each guest feels well when they leave because of how you enhanced their life in the moment that you had to serve them.[49]

Horst Schultze, Former President of The Ritz-Carlton

There are five levels of customer service:

Company Service Aptitude Levels (C-SAT)

Level

Description

Level 1

Unacceptable

Level 2

Below Average

Level 3

Average

Level 4

Above Average

Level 5

World Class

The defining characteristics of companies at each of these levels apply to all organizations, regardless of what the product is or who the customer is. A brief description of the levels is:

Level 1: Unacceptable

  • It is very difficult to do business with the organization: hours of operation are limited, policies are not consumer-friendly, and it is impossible to get a call returned.

  • No training is provided.

  • Can't hire new staff fast enough.

  • Technical skills are limited to minimal product knowledge.

  • The company competes by having the cheapest price or has no competitors.

  • Turnover is high at all levels, including management.

  • Employees think customers are rude.

Level 2: Below Average

  • The company is difficult to do business with. The company has stringent policies (such as for returns or cancellations), and it is difficult to speak to a human being.

  • Training is limited to technical and operational training.

  • Employees may be technically proficient but have minimal soft skills, ...

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