In the pursuit of achieving success in service marketing, it is necessary to incorporate the culture of excellent quality assurance in the organizational culture. However, it is very likely to be encountered with resistance within the organization at the verge of introducing a new culture. But it is also necessary that it is done- because in a service organization the contact between the frontline employees and the consumers is obvious and hence the culture of communication plays a vital role in assuring quality service.
It is very natural for people to resist any change- especially in the culture. An organizational culture is something in which every employee has to adapt to. So the change or the introduction of a culture should be injected in the existing system in such a way that- its favorable for the employees to adopt and at the same time it is effective in ensuring quality service marketing.
A popular approach to this objective is called: CARE.
- C: communication:
When communication is absent- rumors and misleading information seem to fill the place. Not surprisingly, in such cases, negative information about the leaders flow from employee to employee. Of course, this cannot be the ideal situation for a leader to enforce imporved organizational culture.
Moreover, a properly designed communication channel is THE tool for bridging employee perception with the organizational culture. A good start can be re-emphasizing the cornerstones of the organization i.e. the mission and vision. It must be remembered that- communication is no one way path. When information should flow towards the employees at the same time their feedbacks of performance, their grievances everything should be taken in concern and they SHOULD reach the authority along the proper channel.
- A: Accountability:
If you are to plant the culture in the organization- every employee needs to stay accountable for their respective behaviors. As the leader has to stick to the mission and vision consistently, so should the employees strive to play their parts. Without consistency- the change can never be enforced.
The basis for accountability has to be created by communication. The mission vision has to be clearly defined to each of the employees along with their respective parts those are to be played, how the long term strategic goal can be broken down into their day to day jobs etc.
Leaders should also coach the employees as per their expectations. Hence, the leader has to play a diplomatic role in hearing out the employees.
- R: Reward and Recognition:
Rewards and recognition will reinforce the duties of the employees. Without these the employees will not have any motivation or will be de-motivated to adapt to the newly enforced culture. Especially for the frontline employees it is necessary to recognize their roles played towards the organization- and their services need to be acknowledged.
- E: Environment of Innovation:
Let your frontline employees explore their creativity. Since they are the most connected team with the end customers- they have the clearest idea of the expectation and the frustration of the customers. Let these employees have a say about the handling of customers- let them come up with an effective plan. Thus they will also have a feeling of belongingness with the organization and its culture.