Accomplishing our Mission Through ResCare’s
Program 1
Elevating our Customer Experience
In order to elevate the level of Customer Experience we deliver, ResCare studied those businesses that are known through out the world for their outstanding customer service
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Elevating our Customer Experience Evaluated several businesses to determine best fit for our world Selected Disney’s Theme Parks and Resorts division Engaged the to assist us in developing critical concepts necessary to achieve phenomenal customer success and satisfaction
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Teaches We spent 4 days with Disney on how they designed the delivery of exceptional customer experience, one day in their center in Orlando We discussed how ResCare approaches and delivers exceptional customer experience and they visited us in a career center in Houston Assisted ResCare in validating it’s insights about the ResCare customer experience including job seekers, employers, funding customers and internal customers. Disney Institute co-facilitated a run-through of the concepts with our Houston customer to ensure we were on track
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Learning From the Best in the Business
Leveraging best-in-class Consumer Experience expertise to redesign our system World Class Customer Service
Results in an enhanced experience program for every customer we assist
Infusing Disney Learning Lessons
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Objective of Today’s Program RAYS: ResCare’s At-Your-Service Customer Experience Platform: What we learned from Disney How to delivery our Common Purpose when providing services to Job Seekers, Employers and Funding and Internal Customers Execution of Common Purpose through Quality Standards RAYS Certification Process 6
Training Agenda Delivering
Program
Setting the Stage: Presentation and Image Assisting Customers to Meet Individual Needs Service Recovery: When Things Go Wrong Graduation! Overview of RAYS Certification Process
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RAYS Certification Process Every employee must be certified within 90 days of training. Step 1 – Attend classroom training and sign RAYS Customer Service Training Acknowledgement Form. Forms must be turned into local HR manager. Step 2 – Month one is comprised of observations of each team member completed by leadership at least 4 times using the RAYS Observation Checklist. 8
RAYS Certification Process Step 3 – A one on one meeting is held to determine if overall score is 90% or above, which results in certification being granted. Step 4 – If score is less than 90% over all four observations during first 30 days, certification is not granted and a first written corrective action warning will be issued with the RAYS Performance Coaching and Improvement Plan. Step 5 – In addition, team member is required to be evaluated based on four additional observations during month two. 9
RAYS Certification Period Step 6 – At the end of the second 30 day review period, a one on one performance evaluation is held to discuss findings. A score of 90% or above leads to certification. A score of 90% or less results in a 2nd written warning corrective action, a mandatory retraining of RAYS curriculum, re-signing of the RAYS Customer Service Training Acknowledgement Form and a final monthly review period consisting of an additional four observations.
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RAYS Certification Period Step 7 – Team members that do not achieve RAYS certification within 90 days face disciplinary action up to and including separation of duties. Step 8 – 10% of certified staff must be observed monthly to ensure they are maintaining certification. Example: If a contract has 55 staff members, at least 5 staff members per month must be reviewed. 11
RAYS Certification Period Failure to pass with score of 90% or better, will result in decertification of RAYS status and will result in the certification process being repeated. When such action is taken, please make sure that you work with your regional HR representative to insure that the correct HR process is followed.
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How does Disney Fit? So what is similar or not between ResCare operations and Disney Park operations? Consider the following : Vacation
Find employment
Sense of Adventure and a Journey
Can be a sense of adventure and a journey
Have fun Family Customer Engagement opportunities
Find resources and supportive services Customer Engagement Opportunities
Customer expectations
Customer expectations
Cast Members performing service delivery
Front line Team Member performing direct service delivery
Work Events
Improve Quality of life 13
Mission Statements Introduction All successful businesses have an articulated mission and vision, and a common purpose executed by implementation of quality standards!
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Mission Statement - Disney “As I see it, nothing is more important than the quality of what we produce and the integrity and talent of our people. Our primary mission is to create innovative, high quality products. Whether we are creating content to entertain or to inform, we must do so applying the highest standards.� Bob Iger, Chairman and CEO The Walt Disney Company 15
Mission Statement - ResCare ResCare is Respect and Care— assisting people to reach their highest level of independence: We are dedicated and caring people who form a company providing excellent human services that enhance the lives of individuals. With efficiency and effectiveness, we strive to provide the highest measurable quality supports for the people and organizations we serve, our employees, our shareholders and our communities. We serve with skill, compassion, respect and care. 16
Program Delivers Our Mission by: Assisting Job Seekers to find Jobs Finding Employers Employees Assisting Funding Customers meet and exceed goals and benchmarks Ensuring a positive and successful environment for Internal Customers 17
Disney’s Chain of Excellence
Leadership Excellence
Cast Excellence
Guest Satisfaction
Financial Results & Repeat Business
“I knew if this business was ever to get anywhere, if this business was ever to grow, it could never do it by having to answer to someone unsympathetic to its possibilities, by having to answer, to someone with only one thought or interest, namely profits. For my idea of how to make profits has differed greatly from those who generally control businesses such as ours. I have a blind faith in the policy that quality tempered with good judgment and showmanship, will win out against all odds.” Walt Disney speaking to Studio staff, February 10, 1941
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ResCare’s Chain of Excellence
Leadership Excellence
Employee Excellence
Customer Satisfaction
New Business & Retention
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ResCare’s Chain of Excellence
Leadership Excellence: Good leaders take responsibility for creating and communicating a clear vision, common purpose and quality standard, which are essential to leading the group to success. An effective communication vision: —Creates a shared and meaningful purpose —Inspires passion and interest —Guides decision making and strategy —Conveys values
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ResCare’s Chain of Excellence
Employee Excellence: Treat everyone as an individual Treat everyone with courtesy and respect Being knowledgeable, empathetic and timely Achieving desired outcomes 21
ResCare’s Chain of Excellence
Customer Satisfaction: Respecting every individual Provide solutions to challenges Help customer to navigate system System support advocate 22
ResCare’s Chain of Excellence
New Business and Retention Outstanding performance drives retention New operations are not awarded without great metrics and references Execution: —Focus on outcomes —Inspect what you expect —Measure everything —Understand and support service delivery system 23
What is the Disney Difference?
Power of the Story Convey the vision through storytelling Leaders take responsibility for creating and communicating a clear vision- this is essential to leading the group success A vision is a picture of the future that is created in the imagination and motivates action Creates a shared and meaningful purpose
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What is the Disney Difference? Every leader is telling a story about what he/she values As a leader, you must ask yourself what is important to you and how do others know this? We judge ourselves based on our intentions‌ Others judge us based on our behaviors.
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Using the Idea of Storytelling in Workforce What story do we tell customers seeking services? — — — — —
Life can be better Everyone needs to work in their own best interest There are jobs available for you! Tomorrow is too late to start You are ALWAYS better off working than receiving Government Assistance. — Everyone wants to work- some just do not know it yet
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Disney’s Guestology Guestology: The Study of Disney Guests Used the following to provide quantitative and qualitative information about their guests: •Face to Face Survey •Guest Letters •Listening Posts, •Telephone Survey •Web Survey
•Comments Cards •Focus Group •Utilization Studies •Email •Shoppers’ Program 27
Understanding Disney’s Customer At Disney, Guest Research in parks and resorts begins with four primary sources: Guest and Consumer Research Guest Communication The Internet Cast Members
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Understanding Disney’s Customer What Disney learned about Guests’ Key Expectations: Make me feel special Treat me as an individual Respect my children Cast Members be knowledgeable
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ResCare’s Customer Data How will we find out about our customer? • Surveys • Customer Focus Group • During Intake and Registration
• Observing Body Language • Listening intently • Resource Referrals • Comment Cards
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Quality Service What ResCare learned about our Customer’s Key Expectations: Respect Me Treat Me As an Individual Team Member will be Knowledgeable I will be Successful
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Defining Quality Services - ResCare Exceed expectations by paying attention to the smallest of details Understand our customers and what is important to them
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Paying Attention to the Smallest Detail
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Understanding the Customer ResCare Workforce Services Compass
Needs
Wants
Emotions
Stereotypes
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Understanding the Customer ResCare Workforce Services Compass
Needs
Wants
Emotions
Stereotypes
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Understanding Customers’ Needs What do you think are our customers’ most important Needs? – Employers
– Job Seekers
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Understanding Customers’ Needs Help employers find skilled-matched employees on a timely basis Help individuals get the skills that the employers want Help individuals eliminate barriers to getting their jobs Help individuals get their jobs
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Understanding Customers’ Wants ResCare Workforce Services Compass
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Wants
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Understanding Customer Wants Help Employers find skilled-matched employees on a timely basis: Job Seeker has Soft skills (ie, knows how to be an effective employee) Has Industry-specific foundational skills Establish whether Job Seeker is Trainable for MY open positions Hire Will Result in retention- this is a career, not just a job 39
Understanding Customers’ Wants Help Individual Job Seekers get the skills that the employers want Educate me on the current market opportunities Share qualifications about the open positions Evaluate MY skills for a match Train and enhance my skills for a position match 40
Understanding Customers’ Wants Help Individual Job Seekers eliminate challenges to getting their jobs: Assess my strengths and needs Provide solutions to my challenges Help me navigate the “system” Develop a strategy or plan for execution
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Understanding Customers’ Wants Help Individual Job Seekers get their jobs: Give me job options that validate my self worth Help me interview and prepare a resume Respect my need for speed (I need a job “NOW”) Help me get a job that is real and meaningful 42
Understanding Underlying Wants
What is one of the most frequently asked questions at the Magic Kingdom?
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Understanding Underlying Wants What Time is the 3 O’clock Parade?
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Understanding Underlying Wants JOB SEEKERS Can you get me a job? —Can you help me pay my rent, child care, groceries, etc? —Are there any jobs for me NOW?
Why is no one hiring? —Why can’t I get a job? —Where is the job that I need (e.g. wage or skill requirements?) 45
Understanding Underlying Wants EMPLOYERS What is your talent-ready pipeline? — Is this going to be a waste of my time? — What is this going to cost me? — Will these employees stay
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Understanding Underlying Wants Through market research we have determined that our customer has these requirements: I can choose to create a career path that suits my skills, needs, values, and interests You will help to determine my career and educational path You will assist me to work hard and stay focused on my goal and service plan You will assist in the removal of barriers to my success 47
Understanding Underlying Wants You will always make me feel valued and respected Everybody cares about my success I will be provided an environment where I always feel safe and secure I can expect support as I reach my employment potential 48
Addressing the Customer Stereotype ResCare Workforce Services Compass
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Stereotypes
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Addressing the Customer Stereotype Pygmalion Effect • • • • •
Self-fulfilling prophecy You get what you expect…so always expect the best Maintain high expectation Emphasize opportunities and not requirements We teach more, when we expect more
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Addressing the Customer Stereotype
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Positive Stereotypes This is where I can get a job There will be employment options There are financial resources Be knowledgeable
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Addressing the Customers’ Stereotype Creating Positive Stereotypes Be an advocate and RAYS Agent on behalf of our customers with partners and referring agencies Ensure customer has thorough orientation and understands what process will involve Ask questions to understand underlying needs
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Addressing the Customer Stereotype Maintain professional, yet friendly attitude and behavior at all times Point out interesting or useful sights along the way (e.g. resources, computer lab, training room, restroom, celebrations)
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Addressing the Customer Stereotypes
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Negative Stereotypes This will take a lot of time This will be a waste of time I will receive poor customer service
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Understanding Our Customers’ Emotions ResCare Workforce Services Compass
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Emotions
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Understanding Customers’ Emotions Building Emotion into our Experiences: Magical Moments
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Understanding Customers’ Emotions Building Emotion into our Experiences: Take Fives
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ResCare: Connecting Emotionally Magical Moments Toys/Coloring books to entertain children “Ring the Bell� Alumni Celebrations $25 Gift certificates
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ResCare: Connecting Emotionally Take Fives Walk someone to their destination in the Center Assist the job seeker to get to the interview Personally entertain their child Bring snacks to a workshop
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Magic Words in Customer Service My name is ____. How can I help you today?
Welcome back. Good to see you! We are sorry for your inconvenience. Do what you say you are going to do.
I can help with that. Please let us know what else we can do to better serve you.
What else can I do for you?
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Therefore remember…
We judge ourselves based on our intentions… Others judge us based on our behaviors and the service they N receive! — Stephen M.R. Covey, The SPEED of Trust: The One Thing that Changes Everything
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And that…
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou quotes (American Poet, Memoirist)
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Common Purpose A Common Purpose: Defines the organization’s global purpose Aligns that purpose with the customers’ expectations Communicates that alignment to the employees 63
Common Purpose Disney’s Common Purpose: We create happiness by providing the finest in entertainment for people of all ages, everywhere.
Our Common Purpose: We create an environment of hope and success by empowering those we serve through respect and care.
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Common Purpose
We create an environment of hope and success by empowering those we serve through Respect and Care.
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Common Purpose How does a Common Purpose enhance Customer Experience? Underlying motivations behind all activities and service performed under the ResCare banner. Provides a higher clearer understanding of WHY (Common Purpose) rather than WHAT (Task) Gives ownership for originality and personalization in delivering each service provided. Developing, maintaining and updating timely, Standard Operating Procedures.
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Using the Common Purpose to Guide Actions
When making decisions keep the Common Purpose in mind: Does this action provide personalized service? Am I making every interaction and service better? Am I acting as the RAYS Agent for our customer who requires our services?
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Quality Standards A Common Purpose is not enough‌ Quality Standards bring the Common Purpose to Life: Set parameters for decision making Prioritize the details of service delivery Allow consistent measurement of quality of service delivery Provide a framework to drive greater customer experience
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Quality Standards
Developing Quality Standards 1. 2. 3. 4.
Identify Define Prioritize Communicate
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Quality Standards
Disney’s Quality Standards • Courtesy
• Safety
• Efficiency
• Courtesy
• Safety
• Show
• Show
• Efficiency
*Not in order
*In Order 70
ResCare’s Quality Standards
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Respect Customer Success Integrity Conduct * Not in Order
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ResCare’s Quality Standards
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Behaviors That Define Integrity Be an advocate Follow regulations, policies and standards Be honest Honor the “ResCare Quality Way�
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Behaviors That Define Respect
Treat me as an individual Be empathetic, particularly in challenging situations Treat me with courtesy Be knowledgeable
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Behaviors That Define Conduct Be accountable Be timely/ Have a sense of urgency Keep your word and commitments Be flexible Appearance
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Behaviors That Define Customer Success Focus on desired outcomes —Set Personal Goals —Display Score Cards
Celebrate success —Employment —Credentialing —Promotion —Alumni Mentoring
Measure what matters —Customer satisfaction
Continuous improvement
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Our Quality Standards
What’s the First One Again? Respect
Customer Success
Conduct
Integrity
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Our Quality Standards
Integrity
Respect
Conduct
Customer Success
Here They Are In Order Remember: Order is Crucial!
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TASK
VS.
Purpose 79
Recognizing World Class Customer Service
Your Experiences
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Recognizing World Class Customer Service The Good and the Bad What was the situation? How was the service? How were you treated? How did it make you feel? What contributed to the good/bad service? Did you tell others/how many people did you tell? Would you return to that location?
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Delivery Systems Methods by which service is implemented Cast: People Setting: Physical and virtual resources Process: Policies, procedures, tasks and events
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Delivery Systems Tactics for Cast (Team Members) Tactic 1: Align all Team Members with a Common Purpose Tactic 2: Treat each Team Member as Customers Tactic 3: Provide clearly defined and measurable behavioral guidelines Tactic 4: Involve Team Members 83
Delivery Systems
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Delivery Systems: Cast/Team Members What do ResCare Cast/Team Members look and behave like?
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Setting the Stage: Appearance and Image We Must Look the Part‌ Women - (Conservative Colors) Style: Business dresses, skirts and jackets, suits, coordinating jackets/sweaters Skirt length: Conservative business length (no shorter than two inches above knee cap) Blouses: Classic blouses/shells Pants: Professional dress pants may be worn with coordinated blazers, vests and/or cardigan type sweaters Accessories: Classic jewelry Shoes: Professional style shoe, classic pumps, open-toe or heel 86
Setting the Stage: Appearance and Image We Must Look the Part‌ Men - (Conservative Colors) Style: Traditional business suits, muted patterns or pinstripes. Traditional sport coat with conservative slacks Shirts: Dress shirts – white, pastel or conservative pinstripes. Shirts may be dark colored If they coordinate with jacket, pants and tie. Ties: Traditional business ties, conservative stripes or muted patterns Personal: Hair clean and well groomed. Well groomed facial hair. Tattoos need to be covered. Shoes: Polished dress shoes, lace-up or loafer. Dress boots. Dark socks.
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Setting the Stage: Appearance and Image We must ACT the Part… Specific standards have been built: a roadmap for interactions with our job seekers, employers, and funding customers Qualified RAYS Agents will: – Appear warm and smile during customer interactions – Answer all customer questions or locate someone who could – Be aware of, and be able to uncover underlying wants and works to address those wants or questions – Thank the customer at the end of the customer interaction – Treat every individual with respect – Be flexible in providing service options – Follow regulations, policies and standards – Demonstrate knowledge of all center services – Advocate for the needs of his/her customer
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Delivery Systems Tactics for Setting Tactic 1: Send the right message Tactic 2: Guide the Customer Experience Tactic 3: Employ visual and non-visual details Tactic 4: Separate on stage from backstage Tactic 5: Maintain the setting
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Delivery Systems - Setting
Reception Area
Case Management
Resource Room
Orientation Assessment
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Setting the Stage: Appearance and Image … And so MUST our Equipment and Work Areas! Reception Area —Clean/Organized —Welcoming —Visible posters neat and tear free Resource Room/Computer Lab — Up-to-date equipment — Up-to-date job-seeking materials, — Community resource materials — Customer garbage — Cleanliness of computers, carpets, walls, 91
Setting the Stage: Appearance and Image Training Rooms/Conference Rooms — Training aids up to date and professional — If training aids remain in the room for more than one class, they should be professionally printed and/or laminated with proper customer or ResCare logo Offices/Cubicles/Desks Break areas – On Stage Vs. Off Stage
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Delivery Systems Tactics for Process Tactic 1: Align processes with Customer Expectations Tactic 2: Ensure processes support and enable Team Members, Customers, and expected results Tactic 3: Encourage Team Member flexibility, depending on circumstances Tactic 4: Continuously improve processes 93
Tasks Infused with Common Purpose What are some of our Tasks? (Brainstorm) Case Management — — — —
Intake/Assessment Determine Eligibility Writing ISS/ISP/Goal Setting Follow-Up
Training and Job Development — Facilitating Job Clubs and Active Job Search
Employer Services — Recruiting — Screening/Job Matching — Interviewing Services 94
Tasks Infused with Common Purpose How it looks when we create an environment of hope and success by empowering those we serve through respect and care.
Case Management —Remember to use names —Focus on customer not the paperwork —Establish rapport and relationship —Use positive language and attitude —Use empathy not sympathy —Establish a climate of hope and success —Use strength detectors and not barriers detectors 95
Tasks Infused with Common Purpose Training and Job Development —Prepare, prepare, prepare… know your material —Active interaction between Facilitator and Group —No talking heads —Use 80/20 Rule —Engage participants using a variety of learning styles —Be energetic and enthusiastic
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Tasks Infused with Common Purpose How it looks when we create an environment of hope and success by empowering those we serve through respect and care.
Employer Services —Matching skill workers to job orders —Understanding employers’ business: how they make money, how the hiring manager is evaluated —Knowledgeable on tax credit —Having office/room set-up (for onsite recruitment) —Offer refreshments, i.e. coffee, water —Follow up on placements: Did we do it right? 97
Service Recovery: When We Fail to Deliver Service Recovery: Have HEART
Top 3 Service Failures: 1. Customer’s wait was too long 2. ResCare Team Member was not attentive or was rude 3. Customer was displeased with service
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Service Recovery: When We Fail to Deliver Service Recovery: Have HEART
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Service Recovery: When We Fail to Deliver
Hear them out Focus attention on the Customer. Do not interrupt. Let them finish their story. Cue them to slow down, if necessary. Don’t put words in their mouth. Avoid personal feelings. 100
Service Recovery: When We Fail to Deliver
Empathize What does it mean to empathize? What is the difference between empathy and sympathy? “You sound concerned about…” “It is frustrating to not be able to…” “This sounds like it has been an upsetting experience for you.” “It must be disappointing to not be able to …” “I can see why you are upset.” 101
Service Recovery: When We Fail to Deliver
Apologize Does an apology contain an excuse? Does this mean you have to take the blame? “I apologize for your inconvenience.” “I’m sorry this has happened.” “I apologize.” “I’m sorry for the confusion.”
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Service Recovery: When We Fail to Deliver
Respond and Resolve the Situation Know what the customer wants: Confirm your understanding of the customer complaint. Ask, “What can we do to fix the situation?” Work together toward a satisfactory solution; let the customer know that you are in this together. Commit the necessary resources to achieve the desired outcome. Good information is good service – make sure you provide accurate information.
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Service Recovery: When We Fail to Deliver Respond and Resolve the Situation (continued): Don’t do lip service. Making promises that you can’t keep will only make the situation worse. Always promise low and deliver high.
Follow up. If you hand-off the customer to someone else, make sure you follow up with both parties (the customer and your team member) to make sure the situation was resolved. Source: Craig Harrison/NACE Newsletter 104
Service Recovery: When We Fail to Deliver Service Recovery: Have HEART
When We Fail:
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Customer Recovery Process………. …Role Play with HEART! Divide into teams of 3: 1. Tallest Person Role Plays RAYS Agent Role 2. Shortest Person Role Plays Customer Role 3. 3rd Person Plays Observer Role 4. Role Play Scenario Using HEART Technique/Observer Record and Give Feedback
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Task Vs. Purpose Revisited You might be thinking ,“What am I going to do different tomorrow?” The answer lies in the difference between Task and Purpose Our Customers are telling us that ResCare already executes the tasks well We are elevating our standard of service by embedding our common purpose in all of our tasks
ResCare’s *At-Your-Service* Program Common Purpose: We create an environment of hope and success by empowering those we serve through Respect and Care
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Training Summary and Review Lessons learned from Disney Similarities between Disney and ResCare Chain of Excellence Power of Story Defining Quality Services Knowing and Understanding your Customer ResCare Workforce Services Compass —Needs —Wants —Stereotypes —Emotions
3:00 Parade Questions – Underlying Wants Magical Moments and Take 5s Common Purpose Quality Standards Delivery Systems – Cast, Setting, Process Tactics for: —Cast —Setting —Process Service Recovery Process: HAVE HEART!
What A Difference A Day Makes!
RAYS Certification Process 108
Questions?
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Conclusion
Customer service does not come from a manual, it comes from the heart. When it comes to taking care of the customer, you can never do too much and there is NO wrong way if it comes from the heart. ―Debra J. Fields, Mrs. Fields, Inc.
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