Processes … the only way to consistency?

Processes are mocked… but it’s the only way to consistency….

To be brutally honest this has been my rant for the longest time.

Okay, I’m a firm believer of the potential of processes to build a consistent brand identity; a point well proven in industries such as manufacturing .

In the services industry however, now that’s another story. I’m of the strong opinion that customer satisfaction is the prime most reason we are in business anyway.  Consistency in service being the key driver. It’s a no brainier that consistency begets loyalty and loyalty begets profits.

So there, it’s been established that consistency as an outcome of process then is the key to your customers coming back right? That’s what I thought too.

But no, not entirely, customers are not just returning for consistent delivery of the exact previous service alone. Customers return for the consistent ability to be ‘delighted’ experience after experience regardless of whether the “Process” was followed.

Customer service has huge grey areas. Huge.

I dare not say I followed the same rules with each customer while I was with the hospitality industry. No way. Every customer profile is different and every customer’s need had to be personalised to be assured of his or her loyalty. We must make way to create and enhance special experiences for our customers.

Having said that in no way am I deriding the value of processes. Well defined processes make way for a cohesive consistent brand identity and makes way for a unified experience for both existing and potential customers.

So while I’m all for adaptive approaches to service delivery. I have to say I have had much more success with structure and process than without.

If the honest ultimate objective then is to enhance customer experience, we must make way for process and personalization to meet halfway. Go for it then strike that fine balance and earn a special place in your customers hearts.

Undeniably, you’ll be in business … for a long long time.