Deliver and Measure: Frontline Consistency

"Best Service Book" - Stephen R. Covey

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. May 25, 2009

A new book shows why actionable, real-time measurement can lead amazing consistent customer service results

What do these three real world examples have in common?

1. Posted on Twitter: "Restaurant XYZ has bad food and slow service. I wouldn't recommend them to my enemy."

2. Seen written in lipstick on a retail establishment bathroom mirror: "NO toilet paper!"

3. A posted video blog complaining about a warehouse club discontinuing a product favorite.

4. Due to feedback from a small, but vocal set of customers, one franchisee in a large chain changes the process for servicing customers, result: 29% drop in monthly sales.

Each of these is a form of feedback that operations-level employees may never see. Yet how many other people will see the damage before you can adequately address the complaint?

Feedback is only helpful if it is seen at the right time, by the right people-those who can take action. In his book Delivering and Measuring Customer Service, Richard Hanks discusses not only how to get real-time feedback, but how to make it actionable. As the book's web site notes, "This book is filled with examples of useful tactics and execution of customer service. By reading and implementing the clear strategies in this book, you will have an edge on your competition, because you will be doing what they aren't-consistently delivering exceptional customer service." The book has been widely acclaimed by CEOs and thought-leaders alike. For example, Stephen R. Covey called it "The finest book on customer service I've ever read."

One story Mr. Hanks shares is that of a foodservice provider for major sporting stadiums. During a baseball game at Wrigley Field, a customer ordered chicken strips to be delivered directly to her. When she received the chicken strips, they were cold. She had also received a printed invitation to take a real-time customer survey and provide feedback on her experience. She called right away and complained about the cold food. Instantly, the manager received a notification on his cell phone. He immediately pulled up this customer's information from the Mindshare system. Within two innings, he found the upset customer, apologized, and presented her with fresh, hot chicken strips. The customer was blown away by such responsive customer service.

With his background as an entrepreneur, an EVP at Marriott, and an adjunct professor at Cornell's Hospitality school, Mr. Hanks has the experience and credentials to back up the important information he presents in his book.

To purchase copies for your management team, visit http://www.deliverandmeasure.com. To learn more about Mindshare, and real-time customer surveys, visit http://www.mshare.net.