Most organisations suffer from a wariness of creativity stemming from the myths that I outlined last week. As a consequence, organisations typically don’t set out in an intentional and systematic way to build and maintain their creativity – and this is a wasted opportunity.
The UK launch of the Apple iPhone last Friday seems a good time to launch a series on innovation. Each week I will post on the topic of business innovation and, specifically, how it relates to the delivery of superior customer service.
Superior customer service is largely about knowing what the basic elements of good service are – and delivering them consistently and well. A couple of examples from last week’s family holiday in Yorkshire illustrate how making people feel welcome sets the right tone for a good customer experience.
Making a positive choice to deliver a Wow! service is a different strategy from avoiding an “Oww!” service. Unfortunately many organisations implicitly choose the latter by failing to positively choose the former.