European Service

Expectations
Session 11

Service Culture
Introduction

This module was designed for students to realize

the value of customer service from a culturally
sensitive perspective.

It sets out to discuss the service expectations of

customers located in the European region. It
takes on cultural diversity and competence as
opportunities and expects to build cultural
sensitivity.
Objectives

• Understand the service

expectations of customers
located in the European
region

• Discuss best practices when

dealing with European
customers
What is Diversity?

Respect of different cultures and inter-cultural

realities.

Traits to which an individual has little or no

control.
Factors of Diversity

• Processes and areas in everyday operations within

a service organization that may enable or hinder
positive changes resulting from our support of a
diverse workforce.

• Factors that apply across geographical and

political markers.

• Play a role when it comes to creating a business

strategy or a customer service strategy.
Factors of Diversity

Enablers
• Factors that support diversity. They require the
involvement and commitment of EVERYONE
from every level of the organization.

Barriers
• Factors that hinder the development of mature
interactions in a highly diverse environment
Factors of Diversity

Enablers (The “DO” List)

•Commitment by board and top management

•Prior experience
•Needs assessment and planning
•Assigned staff member
•Diversity committee
•Broad involvement
•Consultants
Factors of Diversity

Enablers (The “DO” List)

•Resources
•Training
•Focus on cultural competence
•Changes in attitude
•Effective communication
•Efforts to recruit and retain a diverse workforce,
volunteers, vendors
•Changes in policy
•Change in the community
Factors of Diversity

Barriers (The “DO NOT” List)

•Organizational culture and inertia
•Staffing
•Definition of diversity
•Unsuitable consultants
•Over dependence on consultants
•Organizational complexity
•Difficulty getting staff involved
Factors of Diversity

Barriers (The “DO NOT” List)

•Resistance
•Turnover
•Funding
•Poorly planned training
•Oppression model
•Language and cultural difference
•Unions
•Burnout
•Success
Benefits of Diversity

• Full utilization of the organization’s human

resources

• Reduced interpersonal conflict among employees

of all backgrounds as cultural competence
increases

• Enhanced work relationships based on mutual

respect and along with increased knowledge of
multicultural issues
Benefits of Diversity

• Shared organizational vision and increased

commitment

• Greater innovation and flexibility as more

employees participate in decision-making and
problem-solving teams

• Better and more creative problem-solving

• Improved productivity as less energy is spent

managing interpersonal conflict/cultural clashes
Business Culture

Business environments require an advanced level

of professionalism.

With cultural awareness also in place, it will help

countries and organizations look at perceived
cultural divides as opportunities for growth.
And, where conditions appear supportive,
leveraging diversity can only work for the
greater good.
Customer Relations Management (CRM)

• CRM is a model for managing a company’s

interactions with current and future customers.

• It entails all aspects of interaction that a

company has with its customer, whether it is
sales- or service-related

• It is an information industry term for

methodologies, software, and usually Internet
capabilities that help an enterprise manage
customer relationships in an organized way
Benefits of CRM

• Centralization and sharing of data

• Better customer service

• Higher customer satisfaction

• Improved marketing efforts

• More profit
Equality and Diversity Statements

• Equality and diversity can go hand in hand to

define how a culturally competent workplace or
organization demonstrates conscientious
leadership.

• It is living out the commitment to empower

everyone who is part of the organization.
Commitment to Equality and Diversity

We believe that excellence will be achieved through

recognizing the value of every individual.

We aim to create an environment that respects the

diversity of staff and students, enabling them to
achieve their full potential, contribute fully and
derive maximum benefit and enjoyment from their
involvement in the life of the University.

Source: http://www.southampton.ac.uk/diversity/policies/equal_opportunities.page
Commitment to Equality and Diversity

To this end, we acknowledge the following basic

rights for all members and prospective members
of our community:

• to be treated with respect and dignity

• to be treated fairly with regard to all procedures,
assessments and choices
• to be encouraged to reach one’s full potential

Source: http://www.southampton.ac.uk/diversity/policies/equal_opportunities.page
Commitment to Equality and Diversity

“These rights carry responsibilities and we require

all members of our community to recognize these
rights and act in accordance with them. In addition,
we will comply with all relevant legislation and good
practice.

No individual will be unjustly discriminated against.

This includes, but is not limited to, discrimination
because of age, disability, gender reassignment,
marriage and civil partnership, pregnancy and
maternity, race, religion and belief, sex and sexual
orientation.”
Commitment to Equality and Diversity

No individual will be unjustly discriminated against. This

includes, but is not limited to;

•discrimination because of age

•Disability
•Gender
Europe – The Region
Europe – The Region

Source: Wikipedia
The Consumer Market

It is listed in the recent Household Final

Consumption Expenditure (HFCE) that the
region’s actual final household consumption—
among member states of the EU—usually varies
between 70% and 90%.

The rest were determined to be goods and services

that are consumed free of charge or at reduced
prices, as transferred by governments and non-
profit institutions serving from household to
household.
Service Standards

• Rules of engagement for providing customer

service.

• Provide a generic behavioral template that leads

to consistent service which, as a matter of
principle, helps employees at the moment of
truth—when they have to make a service
decision.
Service Standards

Benefits

• Drive continuous improvement

• Provide insight into the service organization
• Give an improved understanding of customer
issues (based on customer insight)
• Improve relationships and customer satisfaction
• Serve as development tools for building real
team spirit and morale
• Are an independent validation of achievement in
customer service
European CEN

The European Committee for Standardization

(CEN) recently released a report containing
results from a survey conducted by the
Technopolis Group.

• 93% stated that they are aware of European

and/or national standards relevant to the
sector in which they are active
European CEN

•84% are making use of these standards

•95% of the respondents agreed that “improved

service quality” and an “improved ability to
demonstrate service quality to customers” are
among the benefits of using standards.
Excellent Customer Experience

DESIGN

3 D’s
Of
Excellent DELIVER
Customer
Experience

DEVELOP
Summary

Congratulations!

You should now be able to:

• Understand the service expectations of
customers located in the European region

• Discuss best practices when dealing with

European customers