FEATURE
TALES OF THE UNEXPECTED
Caroline Bullock, former business journalist and current in-house copywriter for ISS Facilities Services, reveals the findings of the service provider’s latest research into what keeps a smile on the faces of their clients.
It may be the Holy Grail for any ambitious business, but excellent service is a rare and elusive quality, which is why those with world- renowned reputations remain such an elite group. From the ever- reliable John Lewis to the institution that is Claridges Hotel, the same few names are firmly lodged in our psyche, synonymous with a customer-centric approach that always delivers – and with a smile.
In trying to reach the same iconic status, the facilities industry undoubtedly faces a challenge. But, as a sector in the business of delivering services, it follows that providers should aspire to join these illustrious ranks.
Great service is a bit like a great teacher, everyone has an example, however long ago, so tapping into this is a natural starting point when defining what elevates the good to great. Only by gathering a wide spectrum of feedback do themes and trends start to emerge that deepen our insight and understanding.
22 | TOMORROW’S FM
To this end, at ISS, we turned to Sheffield Hallam University to explore the subject, asking a cross section of senior customers to consider whether or not excellence is viable in the FM environment, as well as recalling examples of great service they have experienced personally as consumers. On the latter point, it would seem the average person ‘doesn’t expect the Earth’. Perhaps not a huge revelation if the popularity of those meccas of mediocre, quasi- French high street restaurant chains are anything to go by.
“The average person doesn’t expect the Earth.”
When it comes to delivering excellence, an extremely high standard of service defined by timeliness, consistency and attention to detail is a prerequisite. Only from this foundation can that extra magic be added that elevates the overall experience to the spectacular.
And that elusive ingredient, identified in the Hallam research, is the ‘unexpected extra’ from the effective handling of a problem to a surprise box of chocolates. Small and simple gestures with a degree of the personal touch were consistently shown to leave a strong impression and make the ordinary memorable.
Perhaps it is no coincidence that this comes at a time when so much of modern service appears increasingly homogenised and automated. On a daily basis, the human touch seems to be more and more eroded as self-scanners replace checkout staff and bank customers are directed online or to leaflets instead of the face to face meeting.
Even the polite efficiency from the smiling cashier behind the wall of Perspex, apologising for the wait and inquiring about our plans for the afternoon, manages to be totally impersonal because of this one size fits all approach to interaction that follows a script.
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