I did 1,000 customer service audits and learned only one thing matters
My last corporate job was with a parking management company.
One of my teams' responsibilities was conducting customer service audits
These unannounced inspections were based on a 26-item checklist. It covered a range of operating standards, including facility maintenance
We had nearly 500 locations. Each was audited at least once per year. I personally did over 1,000. They generated a lot of data.
The data revealed that only one thing on the 26-item checklist mattered.
This one thing consistently predicted whether the location would score well on the audit, had happy clients, and was meeting its financial targets.
Do employees know the mission?
Unlike a mystery shop, auditors identified themselves to employees. Part of the audit included asking employees a few questions about their customer service knowledge
One question was whether employees they knew the mission statement and could explain it. Their answer instantly told me whether or not it was a well-run location.
Employees knowing the mission strongly correlated with a good overall audit, happier clients, and strong financial results.
The audit rarely went well when employees didn't know the mission.
A failed audit was a sign of other problems. Clients typically were unhappy and the financial results were usually poor. Incidents of employee theft, harassment, and safety violations also increased.
Why is it important to know the mission?
Managers knew their location would be audited at least once per year. The audit reflected our operating standards and the results were part of each manager's performance review.
The type of manager who made sure every employee knew the mission did a lot of things really well.
First, they trained their employees.
Managers were required to train their employees on our customer service standards and procedures. This included the mission.
But they didn't stop there.
Successful managers used the entire audit checklist as a guide for running their operation. They made sure each of the 26 items were up to standard.
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They also modeled the mission.
In the parking business, clients own the garages and other parking facilities that we were hired to manage. The mission focused on our clients.
Specifically, it was our goal to lead the industry in service and financial results. Mission-focused managers:
It was a formula that worked really well. Mission-focused managers increased revenue by an average of 30 percent without raising parking rates.
What about managers whose employees didn't know the mission?
It was a sign they weren't doing other things well, either:
Those managers were much less successful than their mission-focused counterparts.
Take Action
A customer-focused mission is a high-level guide for running a successful business.
You do need other standards and processes to follow. Heck, our audit had 25 other items on the list.
But the mission is the foundation.
Think of it as a compass that always points you in the right direction. Here are some tools to help you if you're ready to write your own:
Guide --> Write your own mission statement
Book --> The Service Culture Handbook is an entire culture-building system
Video --> My culture-building system is also a LinkedIn Learning course
Stay Connected
WSJ Best Selling author & founder of QCard, a platform designed to empower professionals to showcase their expertise, grow their reach, and lead their markets.
1 年Insightful post, Jeff! It further highlights the importance of knowing what the mission is, the intent behind it, and alignment across the board. When managers are successful at helping their people understand the company mission, they are more likely to cultivate customer relationships and deliver excellent service experiences.
Financial Consultant I at Fidelity Investments
1 年Fabulous article and story! First things first. The mission defines the vision, and without vision, people perish.
Customer Experience Keynote Speaker | Host of the 'SIMPLE brand' podcast | Helping you create loyal customers and loyal employees - all through the power of simplicity.
1 年Wow! That's fascinating but makes so much sense. And I firmly believe that leaders modeling the mission to employees is key.
Frontliner-Teraco - A Digital Realty Company
1 年I am always in awe of your passion for your craft Jeff Toister as I am always in awe and Gratitude for the passion that I have for mine. Building a great customer experience does not happen by accident, it happens by design. The customer's perception is our reality. May we continue to serve with vigour, patience, understanding & the greatest love in our hearts. Winning is inevitable.
Project Management Professional
1 年I’d say mission & the organisations core values. Customer service values or mission really do help. To me the most interesting part of your audit analysis is only one thing: If the mission statement was a part of the 26 item list why were some managers least bothered to begin with. Having this on the list shows that the org is deeply invested in incorporating the mission into their day to day activities. Another example of leaders missing out on the important pieces of a puzzle and focusing on something else