- Unacceptable – This is bad service at any level. Call it poor, terrible, less than stellar – bottom line is it is unacceptable for any reason.
- OK – Minimum standards are met.
- Good – your customers identify your service as “satisfactory.”
- World Class – Beyond satisfactory. Customers think of your company as great. You create value. Customers compare you with others in your industry.
- Trademark – Others are compared to you. You are the industry benchmark for great service.
So, now take a self-assessment (and be candid):
- What level of service does your company (and you personally) provide for your customers?
- How would you describe yourself based on the above descriptive levels of service?
- What companies in your area could be assigned to each of these levels of service?
- What companies outside of your industry could you assign to each of these levels of service?
- What do the companies who have “World Class” and “Trademark” (both inside and outside of your industry) do that you could emulate?
- If you are not already at the “Trademark” level – and very few companies are – what would it take to get you a step closer, or even all of the way there?
Now, what moves will you make based on what you learned?
Note: I am indebted to RunningRestaurants.com for my matrix above.