Ch. 5

1
Ch. 5

• Communication

2
Introduction

• (p. 68) The Leadership Action, Communication,
  appears about midway in this book. The fact is,
  however, that communication is an ongoing part of
  the service improvement process. It never
  endsThis chapter outlines a communication and
  awareness plan that helps to ensure that the
  right message is communicated to the right
  audience at the right time.

3
Stages of Understanding

• Awareness People gain an understanding that
  something new is happening.
• Awkwardness People try to figure out and apply
  the new principles/ideas to their own situation.
  Confusion and frustration are common.
• Assimilation The new principles/ideas are
  incorporated into day-to-day life.

4
1. Awareness

• (p. 71) There will be widespread skepticism.
  Most employees will think, Here we go again.
• Organizational cynicism
• (p. 72) People need to understand why the
  organization is focusing on customer service at
  this particular point in time and why such a
  focus is important to the organizations future.
  Effective communication at this point doesnt
  focus on hows it focuses on the whys.
• Q Why is it so important to focus on why??

5
2. Awkwardness

• (p. 74) The second stage, Awkwardness, occurs at
  about the same time that the service training
  discussed in Ch. 6 starts to roll out During
  this time, the Service Improvement Team is
  ensuring that training is executed effectively.
  They are also developing recognition,
  measurement, and accountability processes.
• Figure 5.2 (p. 75)
• (p. 76) Employees must know that the
  organization is committed to the effort in the
  long-term. If they see communication beginning to
  drop off, or worse yet, stop, credibility will be
  lost very quickly.

6
3. Assimilation

• (p. 76) The Assimilation stage is characterized
  by a feeling that there is a consistent
  understanding of the service initiative and that
  the service excellence behaviors are becoming
  inculturated. During this stage, the service
  improvement tools have become part of the normal
  operation, everyone has attended the appropriate
  training, and accountability processes have been
  implemented You can expect to reach this point
  12 to 18 months into the effort.
• (p. 79) Keep in mind that radically new service
  ideas (introduced in this stage) will travel
  through the Awareness and Awkwardness stages
  again before being assimilated into the
  day-to-day behaviors.
• Figure 5.3 (p. 79)

7
Action Steps (p. 80)

• Be creative in your use of all forms of
  communication media? Q Which why?
• Prepare typical agenda items for management
  meetings to ensure there is ongoing discussion
  regarding the process.
• Assign this Leadership Action (Communication) to
  a Service Improvement Team member who is familiar
  with your organizations formal communication
  processes.

8
Pitfalls to Avoid (p. 80)

• Dont rely on the company newsletter as the only
  communication medium.
• Dont wait until the service improvement
  initiative is fully planned before beginning the
  improvement process. Prepare people for what is
  coming.
• Dont just communicate facts. Tell stories!