Service Orientation

as a Core Competence
Diosdado M. San Antonio
DepEd-CALABARZON

9/21/21 SLIDE1
 Our Agenda Today
• Clarify SERVICE ORIENTATION as a core
management/leadership competence
• Suggest ways of deepening service orientation
• Discuss approaches in gathering feedback
from clients
• Share DepEd Region IV-A CALABARZON’s
strategies in fostering client-focused team

9/21/21 SLIDE2
 Service Orientation???

9/21/21 SLIDE3
 Customer orientation is a mandate
Public Office is a public trust. Public officers and
employees must at all times be accountable to
the people, serve them with utmost
responsibility, integrity, loyalty, and efficiency,
act with patriotism and justice, and lead modest
lives.

• Section 1, Art XI, 1987 Philippine Constitution

9/21/21 SLIDE4
 CESPES Core Competences
• Strategic and Critical Thinking
• Leading in a Continuously Changing Environment
• Empowering/Developing Others to Establish
Collective Accountability for Results
• Linkaging and Networking for Productive
Partnerships
• Planning/Organizing for Greater Impact
• Driving Performance for Integrity and Service

9/21/21 SLIDE5
 Customer Service Orientation
• a “set of basic individual predispositions and
an inclination to provide service, to be
courteous and helpful in dealing with
customers and associates.”

Cran, 1994 p.36 cited by Alge et al (2002). Measuring Customer Service Orientation… Journal of Business and Psychology 16(3):467-476.

9/21/21 SLIDE6
 Customer Service Orientation
• Display of positive attitudes and behaviors,
which demonstrate an awareness and
willingness to respond to customers in order
to respond to and meet their needs,
requirements and expectations.

http://www.csu.edu/humanresources/empdev/documents/CustomerServiceOrientation.pdf
Chicago State University
9/21/21 SLIDE7
 Highest CS Proficiency
• Proactively engages with customers.
• Is frequently in contact with customers and knows how they
evaluate the quality of services that they receive.
• Deals promptly with customer’s problems to their satisfaction.
• Identifies how services can be changed or improved that will
better satisfy the customer’s expectations.
• Addresses conflicts or difficulties with customers before
problems escalate.
• Goes out of their way to help customers, the public and others
with their difficulties or in carrying out their daily duties.

http://www.csu.edu/humanresources/empdev/documents/CustomerServiceOrientation.pdf
Chicago State University
9/21/21 SLIDE8
 Dimensions of Service Quality

“Delivering Quality Service “ by Valerie Zeithaml,

A. Parasuraman and Leonard Berry (1990).
9/21/21 SLIDE9
 EQ refers to the
ability to

Recognize, Recognize,
understand and understand and
manage our own influence the
emotions emotions of others

9/21/21 Dan Goleman, 1996 SLIDE10

 Emotional Intelligence Has 12 Elements. Which Do You Need to Work On?
Daniel Goleman & Richard E. Boyatzis, 2017. Harvard Business Review
9/21/21 SLIDE11
 Listening to Customers

Feedback Market Research

Customer
Satisfaction
Indices

Frontline Personnel Strategic Activities

Jones & Sasser (1995). Why Satisfied Customer Defect. Harvard Business Review

9/21/21 SLIDE12
 TEA Governance Advocacy

• An advocacy that calls for basic education

governance in DepEd Calabarzon that
is…..
Transparent
Ethical &
Accountable

9/21/21 SLIDE13
 SCOUTERS ROCK
Strengthen the merit system and support open ranking procedures.***
Create and nurture productive partnerships with all stakeholders in implementing various
education programs, projects and activities.
Open all channels of communication (suggestion boxes, on-line and other media) to keep
everybody updated on all policies and opportunities for professional growth and to gather
constructive comments and feedback for enhanced delivery of services.***
Uphold the norms of conduct for public servants (commitment to public interest,
professionalism, justness and sincerity, political neutrality, responsiveness to the public,
nationalism and patriotism, commitment to democracy, and simple living)
Take active part in monitoring and supervising teaching-learning activities as well as in
providing technical assistance towards better outcomes.
Enable every school-aged child and youth to benefit from high quality basic education services.
Recognize and scale up research-enabled best practices of exemplary performance to sustain a
culture of excellence.
Sustain systematic push for higher levels of practice in School-Based Management.

9/21/21 SLIDE14
 SCOUTERS ROCK
Render regular and accurate financial reports on MOOE and
other funds generated from other sources and keep an updated
and reliable e-BEIS.***
Optimize the utilization of ICT in improving access to and quality
of basic education services.
Conserve water, energy and other resources while performing
tasks.
Keep schools and offices safe and eco-friendly.

9/21/21 SLIDE15
 Why are some staff not so service oriented?

• Negative personal mindset

• Resistance to change
• Power/position syndrome (boss mentality)
• Lack of commitment/motivation
• Unsupportive superiors

9/21/21 SLIDE16
 Suggestions for heightening
service orientation
• Establish QMS
• Be role models
• Appreciate/recognize exemplars
• One-on-one chats with
staff/Mentoring/Coaching
• Values re-orientation
• Share positive quotes during flag ceremonies

9/21/21 SLIDE17
 Peterson’s Behavioral Drift Model

Reliability
I Say I Do
Aut r
hen cte
tici
ty a ra
I Value Ch

9/21/21 SLIDE18
 Final words
• High service orientation creates satisfied clients
and yields higher performance
• Nurturing EQ translates to deeper service
orientation
• Implementing TEA (Transparent, Ethical &
Accountable) Governance has been
instrumental in heightening service-orientation
in DepEd Region IV-A CALABARZON

9/21/21 SLIDE19
 Final words
• There is a need to understand reasons for lack
of service orientation among teams so that
leaders/managers can try appropriate ways of
inspiring them.
• Paying attention to our words, actions and
values will strengthen our reliability,
authenticity and character for high service
orientation.

9/21/21 SLIDE20
 Thank you and Mabuhay!!!
• diosdado.sanantonio@deped.gov.ph
• 09176271163

9/21/21 SLIDE21