Overview

Here is an overview of the World Class Excellence™ model:

 

Understanding Customers - The entire model is fully embedded in the customer experience.  Typical businesses focus on knowing about their customers - world-class businesses go beyond that…to understanding them.  Another important distinction is how they define customers: not merely as those who organizations serve externally, but also as those employed by the company internally.  Everything successful organizations do is aligned with the foundational aspects of the customers they serve.  Just as the value of a compass rests on directional points, so does the compass of customers:

Needs - People express a variety of needs for products and services. But beyond this, individuals have more relevant needs that are often hidden, which creates the foundation of what drives their consumer purchasing decisions.

Expectations - When we speak of perspectives and stereotypes, we are not referring to the perspectives we have of customers. We’re speaking of preconceived notions that customers have of your industry, company, role, products and services.

Styles - People respond to your products and services based on their individual styles or preferences. We study the four key styles that impact how the customer interprets the service experience.

Walk - Perhaps the most powerful opportunity to understand the compass of others is to “walk in their shoes”.  Considering the experiences others have had, will direct the business choices towards those that exceed the customer’s expectations – and, ultimately, result in a more profitable bottom line.

The core of the model starts at the center and radiates out, building on each concept and providing alignment and integrity for the entire organization. 

Values - World-class organizations identify and develop a clear, concise and shared meaning of values/beliefs, priorities, and direction so that everyone understands and can contribute effectively.  Once defined and properly integrated, values positively impact every aspect of your organization.

Vision - Much more than a mere collection of words, a legitimate vision is a concise declaration of your organization’s purpose relative to the customers who are served.  It serves to create a brand image of the organization, while communicating a message and priority internally about what matters most in terms of everyone’s role and direction.

Standards - These operational guidelines determine how you accomplish your vision and values.  This tactical tool becomes the structure for consistently applying service in the moment.  Well-crafted Standards reinforce the operational alignment and helps the organization send a clear and consistent branded message.

Once the core has been established, world-class organizations focus on six key facets of implementing business success known as the World Class Benchmarking Six P’s®:

Six P’s - The following concepts are the primary methods that all world-class businesses use to consistently deliver the values, vision and standards of their brands.  Together, these six systems, known as the Six P’s, provide guidance not only for the external customer experience, but also for the internal operations. The Six P’s are summarized in the following chart:

Six P’s	Internally	Externally
Promise	The organizational culture	The brand promise
People	Those serving those on the front line	Those serving on the front line
Product	The employee offerings you provide	The goods you offer to customers
Place	The “backstage” setting for your employees	The “onstage” setting for your services and offerings
Process	Employee guidelines, rules, and policies	The policies, procedures, and rules that govern the delivery of your products and services
Price	Tangible and intangible costs to the employees	Tangible and intangible costs to the customer

The cumulative components of the model directly impact the experience of both the employees and the customers:

External and Internal Experience - Great organizations don’t focus on “moments” of service.  They focus on the entire customer experience - and, as mentioned previously, world-class businesses view the customer both externally and internally.  Every aspect of the customer’s experience either adds to or takes away from the perceived value – and dictates the likelihood of becoming an advocate for the company.

Ultimately, the qualities of all components of the World Class Excellence™ model influence the value of the operation itself.