The Power of Service: Service Through The Eyes Of Customers

Epilogue

Chapter 1

The Situation

Screw It. Let’s Do it.

Richard Branson—Founder Virgin Group

Joshua and Monica were about to embark upon an unexpected set of experiences that would transform their lives forever. If anyone had told Monica or Josh that a series of events related to customer service was about to change their lives, neither of them would have bet one cent on that prediction. In fact, customer service was the furthest thing from their minds.

Since the ninth grade, Josh and Monica had been good friends. Now at age thirty and thirty-one respectively, they both decided it was time to complete their Bachelor degrees in Business Administration. As they selected their courses, they saw one called ‘Hospitality & Service—Winning Over the Customer’. Viewing this as an easy credit, they both decided to add this course to their syllabus.

You see, at the age of thirty, Josh had been feeling that he was getting nowhere in his professional life. All of the jobs he had worked at, since dropping out of university, were either part-time or term positions. He just couldn’t seem to land a full-time job in his field of business administration or in anything remotely related to business. Josh had dropped out of university when he became a single Dad eight years earlier.

Joshua Victor Johnson was born in the United States. His parents had met in Cuba on separate vacations. Josh’s Mother was of Scottish descent and his Father was African-American. When Josh was six years of age, his parents moved to Canada in hopes of finding better work and more opportunity. The whole family--Josh, his Sister Maureen and his Parents--loved to ski and so they chose the City of New Plateau as their Canadian home.

Josh looked very much like a mixture of both his parents, average height, about 5' 9" with a medium-build. He was fit and attractively toned and muscular, with a chocolate-brown complexion and quite good-looking, in a Terrence Howard kind of way. In fact, people would often say he resembled a young Terrence Howard. He had his Father’s colouring and his Mother’s beautiful eyes and smile.

Josh’s son Bernard, affectionately called ‘Bean’, was eight years old. He lived with Josh and that in itself is a whole other story, which you will learn about later. For now, let’s just say that Josh was a very committed Dad. No one was more precious to him than Bean. More than anything, Josh wanted to create a more promising future for Bean and himself.

Monica Janine Flowers, age thirty-one, was six months older than Josh. She had never been married although she had been involved in two unhappy relationships, the last of which left her especially miserable. She wanted to start fresh and just get on with her life as a single woman. She had suffered enough disappointment with relationships and was now determined to make her education and her future career the focal point of her life. However, she often fought sadness. Monica was trying very hard to create hope, the way that sometimes the sun peers through the clouds, as if it is struggling to turn an overcast day into a sunny one.

Like Josh, Monica had also run the gamut of part-time and term positions. After several conversations with Josh, they both decided it was worth taking out student loans to complete their education. Their goal was to complete their degrees in Business and to renew their outlook on life. They both knew that accomplishing these goals was critical if they had any chance of finding a good career. Although they both seemingly wanted a career which involved business, neither Josh nor Monica really knew exactly what it was they wanted professionally. They agreed that they would learn along the journey, as they discovered new worlds of information. About that fact, they both were very hopeful and optimistic.

Monica’s parents moved to Canada during the Vietnam War. Monica was Canadian born. Like Josh, she came from a diverse multicultural background. In fact, this was the catalyst for their becoming friends in grade nine. Monica’s Mother was of Italian descent and her Father had been born and raised in Boston, a robust Caucasian man who first met Monica’s Mother when she was a personal trainer in a Boston fitness club, which he frequented. They had lived in New Plateau for almost twenty years.

Monica had a natural radiance. Her skin looked as if she had a perfect tan, no doubt the influence of her Italian heritage. Her hair was shoulder-length, thick and mahogany in colour, with some violet-red highlights. Her deep brown eyes were beautiful and her natural long eyelashes added to her alluring and striking appearance. Monica looked very much like her Mother, petite, about 5' 3" and in excellent shape. When sad, her face could look quite ordinary but when she smiled, it was a completely new radiant face that lit up a room and made heads turn.

Registration day had finally arrived. Josh and Monica registered for their classes, including the Hospitality/Service class. They went out to dinner together to celebrate their renewed lives. They both felt nervous but were comforted by the fact that they were entering this new phase together. Their long-term friendship had served them both well in the past.

They talked about how great it would be if both of them could graduate. They discussed their course selection. They were excited and apprehensive but both were very focused. They felt certain they were going down the right road and that it would lead to a better future. In the meantime, they were determined to enjoy the process of education. The academic world was a welcome change for both of them and they talked about how they each wanted to learn and grow and how their attitudes had changed over the last eight years. They had always had the brains but now they also had the hunger.

Josh and Monica were taking four courses each. Both registered for Effective Advertising & Marketing plus an advanced Computer Science Course; then there was the Service and Hospitality Course. Monica also registered for a course called ‘Women in Business’ while Josh registered for Accounting III, a course that Monica had already completed.

Chapter 2

Introducing Professor Sydney

Welcome to Hospitality & Service -Winning Over the Customer, bellowed Professor Sydney.

Josh & Monica looked around the classroom and were surprised at the number of students who had signed up for this course. Maybe they too were looking for an easy credit.

The Professor continued, If you are looking for an easy credit, you have come to the wrong place.

Josh and Monica glanced at each other with an embarrassed smile, as if to say Oh-oh.

However, stated the Professor, If you want to work in a business or government department which caters to the public, or if you have a dream of owning your own business, then I will tell you this: if you do not understand the importance of service or if you do not care to know the importance of outstanding service, and, if you do not wish to work diligently to learn what all that is, then now would be a good time for you to leave this room. However, If you do want to learn how splendid service and hospitality can change your life and the lives of others, then stick around and prepare yourself to learn and be the better for it. That is the power of outstanding service.

And there it was…Josh and Monica felt surprisingly motivated and inspired. They looked at each other with raised eyebrows, as Josh mouthed the word Wow.

One of the other students, Tori Desjardins, raised her hand and the professor acknowledged her. Tori stood up.

I understand that hospitality and service are really important, she started, but I don’t see how they could change my life. She paused for a moment to think as Josh looked around the room with many students nodding in agreement … Isn’t that a little dramatic Professor? she asked, and then softened her criticism with If you don’t mind me saying so? And then she sat down to murmurs going around the room.

Professor Sydney paused thoughtfully, placing his hands on his desk. He chuckled softly. It was obvious he was restraining himself. He then replied to Tori, choosing his words carefully.

If you do the Assignment the way it is intended, you will find that what you are about to experience in the field Assignment will open your eyes and give you new insights. That is what could change your life. He smiled at the Student as she bit on her pen, trying to hide her scepticism.

You see, he continued with a patient tone in his voice that said he had heard this before, I could stand here all semester, he continued, listing for you all the criteria for excellent service or I could have you read countless case studies and books on the subject. However, I have learned that the best teaching on this subject comes from the student experiencing various levels of service and subsequently analyzing those experiences.

That is why, Miss Desjardins, the majority of your time in the first semester will be spent in the field. It is all explained in the Assignment, which I will be handing out to you shortly. If you have any questions or would like to discuss anything with me during the field work portion of your work, I will be in my office during your class hours.

Monica felt goose-bumps coming on ... maybe this wasn’t going to work for her. After all, she came to school to learn, not to go out ‘in the field’. She felt nervous. She looked over at Josh who appeared to be eager.

Think of it as an eye-opening experience, Josh grinned.

You, always the optimist. Before Monica could say any more, the Professor was ready to distribute the Assignment.

Note that you will work in pairs. Your teammate will be the person sitting to your right.

Monica felt total relief. She and Josh would be working on the project together.

Josh elbowed her You, always the worrier. See, it’s going to be fine.

Before you leave today, added the Professor, I want you to remember this. I actually do not like the word ‘Service’. It can evoke too many one-dimensional thoughts, so I call it ‘Hospitality’. Actually, that word does not do this broad, in-depth subject any justice either. Service, hospitality, whatever you want to call it, is a multi-dimensional subject that has far greater importance than most people imagine. It is my hope that by the end of this course, the majority of you will have learned to see the true depth of this subject. I think you will find certain parts of this Assignment surprising.

The Professor snickered, Yes, I think you are going to learn a great deal from this Assignment, as have many others before you.

With that, the class was over.

Josh was pensive for a moment--That guy either really knows what he’s doing or he’s burst a few brain cells.

Off they went to get some lunch and read the Assignment.

Chapter 3

The Assignment

Field Assignment for Course:

Hospitality & Service—Winning Over the Customer

Monica read the Assignment aloud to Josh.

Dear Students:

Because of funds from my educational trust, I have allotted $525.00 to each Pairing. You may spend this money on purchasing items of your choice. You will sign for $175.00 at each of three intervals. You are to come to my office to receive the funds. I will explain this further when you visit me for your first installment. Please do so between tomorrow and next Wednesday.

You will perform each visit together and there will be a minimum of six (6) visits, that is, three purchases each. However, If you visit a Restaurant together, that will be considered one visit each, leaving each of you with two further visits. I strongly recommend that one of your visits be to an eating establishment, since Service and Hospitality are essential factors in the Food & Beverage industry.

During and after each visit, you should assess the Service & Hospitality you have received, taking into consideration EVERYTHING that turned you on and turned you off about your Service experience. In other words, reflect upon what you thought was good or excellent and what was mediocre or average about each visit, always bearing in mind that your primary focus should be on Service and Hospitality and all relevant factors. It is up to you to determine what those factors are.

A visit does not have to be for a purchase. For example, you may visit a place to acquire information.

In such a case, you would assess the Service and Hospitality experience just as you would for a purchase. Or you may inquire about something using the phone, email or a letter, provided the experience is substantial and significant. If you are unsure if an idea is relevant, you may ask me.

You will take notes and together discuss the experience surrounding each purchase. For every extra visit and assessment over six, you will receive a $25.00 bonus up to a maximum of $75.00 extra per couple. However, your marks will be measured on the quality of your perceptions, not on the number of visits.

You will be writing a joint report on all of your Service & Hospitality Experiences, explaining what you have learned, referencing all visits. You will present this written report orally together. Some of you will present your reports to me while others will be chosen to present theirs to the class as a whole. I will be giving you instructions that are more detailed on this in a private meeting, after you have completed all of your visits. Do not begin writing the report until you have met with me.

You have ten weeks to complete this Assignment.

My schedule is posted on the door to my office. You must come to my office to get your first installment of funds. I will then answer any further questions you may have. However, I will not serve you up any information on service and hospitality.

You should each draw on and learn from your Partner’s insights during this field Assignment. I too hope to learn something new from your experiences.

This Assignment will be worth at least 50 of your final grade in May.

NOTE—Cheating of any type will be considered grounds for a failing grade and could lead to the expulsion of the culprit from this university or, at the very least, recording of the offence on your school record. For example, documentation of a visit that never occurred would be considered gross cheating. Consider me a relentless hound for such breaches of trust.

Secondly, I expect you to bring me your receipts at the three intervals mentioned earlier. At the end of your sojourn, you should also return any remaining funds with a record of your expenditures.

I suggest you review these instructions periodically to stay on track.

All the best to each of you in this endeavour. I encourage you to work hard and intelligently on this project.

It will serve you well.

Julius E. Sydney—Ph.D.

Professor & Dept. Head

School of Business

New Horizons University

Monica gulped. I have to reread this. Holy Mother of Mary!

Josh stared out the window, wondering how he was going to cope. He knew that he and Monica were capable of producing great results, if they could get it together.

Chapter 4

Fighting Fear

"Perfection is not attainable but if we

chase perfection we can catch excellence."

Vince Lombardi

After Monica quietly reread the instructions for the Assignment, she placed her head between her hands. Josh, I don’t know if I can do this! It’s going to be way harder than I thought.

Josh hadn’t seen Monica this rattled in some time. He knew what he had to do. Hey there, where’s that competitive spirit….c’mon Monns. You love challenges. Assignments always sound worse than they are; you know that. We just need to break it down into manageable steps and then it won’t seem so overpowering. And besides, I need you! We’re in this whole thing together.

Monica managed an awkward, lopsided smile. She didn’t want to let Josh down. She knew he was right about breaking down the Assignment into manageable steps.

Mind you, Josh said pensively, It seems to me that we should be reading some books before we venture into the field of service.

That comment caught Monica’s attention.

I see where the Professor is coming from on that point, Monica felt herself regaining her inner strength. She had written down some of the Professor’s words and now paused to read them:--If you want to learn how splendid service and hospitality can change your life and the lives of others, then stick around and prepare yourself to learn and be the better for it. That is the power of outstanding service.

Monica knew at that moment that she wanted to learn what the Professor meant.

"Think about it JJ. Sure, if you’re in the service business, a good book on the subject can be really helpful--you know, books by experts, by successful business people--they can teach people how they can improve their operation. But we’re supposed to be Customers and you can’t teach a Customer how they are supposed to feel when they’re being served. You can’t teach a Customer