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Transforming Service Employees Through 3S: Self-Efficacy for Superior Service

Introduction

Companies are competing strategically through service quality for greater differentiation in today's competitive marketplace. Successful companies investment in people because service employees’ attitudes and behaviours significantly influence the quality of service. Indeed, service employees represent the “face and voice” of their organizations to customers. Self-efficacy has been shown to be a reliable factor in determining levels of motivation with specific applications to employee’s service delivery. Self-efficacy of service employee refers to beliefs in their capabilities to do what is required to successfully perform the service. Unless employees believe they can gather necessary behavioral, cognitive and motivational resources to successfully execute the task, they will likely dwell on it, exert insufficient effort, and as a result, fail in delivering the results. As self-efficacy increases, employees exert more effort, take initiatives and choose the desirable actions when faced with challenges in service delivery. When customers are served by employees who believe strongly in their own abilities, they are likely to receive higher quality service.

This program recognises that the human facet has a synergistic effect when combined with the physical aspect in any quality implementation or organizational review effort. It aims to enable the service employee to bring the mind, heart and soul to his daily service tasks so that his service delivery will not be routine, tiring, boring and without energy which may lead to irritability and difficult interpersonal relations. A structured series of experiential activities and reflections will enable service employees to discover and pursue the joy in service delivery.

Course Objectives

By the end of the workshop, you will be able to:
• Recognise the importance to transform YOU in delighting customers to create the competitive advantage
• Identify the cues involved in the formation of your self-efficacy to increase your motivation in service performance
• Develop a commitment to go the extra mile for customers to provide that ‘W.O.W’ experience.
• Gain confidence and acquire a positive mindset towards service excellence
• Exercise self-empowerment to resolve customers’ issues

Course Outline

• The Key to Superior Service - Increase Your Self-Efficacy
- What's In It For Me? - Getting into the heart of the matter
- Dispelling customer service myths
- Understanding the information cues that influence your self-efficacy: personal and situational resources (constraints), task requirements and attributional analysis of past experience
- Managing perception

• How to convert undesirable to 'W.O.W!' - It’s your choice
- Releasing your M.A.G.I.C. - "Make A Great Impression on the Customers"
- Exercising self-empowering strategies to seek out service opportunities
- Acquiring competencies to enhance your self-efficacy and manage the customer experience
- Using desirable behaviour to breed behaviour

• Moving Forward - Transfer Activity
- Appreciating your roles as a Service Superstar and committing to develop the customer first mindset
- Formulating of action plan for an enjoyable journey in superior service delivery at the workplace – 'Happy employees create happy customers'

Trainer(s)

Ms Seow, Bee Leng

Seow Bee Leng has accumulated over 10 years of experience in the field of learning and performance, and has effectively delivered training programs to organizations from private, public and social service sectors, facilitating key knowledge transfer and delivering leading edge training methodologies to support the business objectives. She has trained in many countries, including China, Hong Kong, Singapore and Malaysia.

Bee Leng has received training certification in 'Go-the-Extra-Mile for Service' (GEMS) national customer service, EXSA-Excellent Service Award, Advanced Certificate in Training and Assessment (ACTA) within the Workforce Skills Qualifications (WSQ) system developed for the training industry, Rob Parsons 'The Heart of Success' workshop, certified EQ trainer with Six Seconds Emotional Intelligence and certified coach of LifeForming Leadership Coaching.

In her previous appointment with Singapore Airlines (SIA), Bee Leng was responsible for developing a team of 200 trainers committed to SIA Cabin Crew Training Vision of developing service professionals of distinction within a learning culture. She was involved in the full spectrum of training and development initiatives such as developing the program into learning units, selecting effective delivery methods and conducting the programs geared towards SIA’s business needs. Bee Leng also teaches in Nanyang Technological University as an Adjunct Lecturer, teaching topics ranging from Services Marketing, Organizational Behavior to Human Resource Management.

Bee Leng graduated with a Master of Business Administration (MBA) with Dean’s Honor List for Outstanding Achievements, Nanyang Business School - Nanyang Technological University. She is currently pursuing her Doctorate in Customer Service Research with the University of Western Australia. Bee Leng’s research interests include service providers’ self-efficacy, service behaviours, service recovery and complaint management.

Who Should Attend

Customer service personnel who interface with the external and internal customers, and others who desire to upgrade their level of service quality.

Course Details

Date:

26 October 2009

Time:

9:00am to 5:00pm

Venue:

NTU@one-north campus, Executive Centre

Closing Date:

12 October 2009

Fee:

Standard: SGD$350 Alumni: SGD$280 Group (3 & Above): SGD$315

Registration fees inclusive of:

Course materials
Light refreshments
Lunch
Complimentary parking (1 entry/day) - applicable at NTU@one-north campus only.
Prevailing GST

Online Registration

>> CLICK HERE to Register Online

Methods of Payment

1. Credit Card (Visa and Mastercard only)

2. Cheque made payable to Nanyang Technological University

3. Invoice to Company (for Company Sponsored Participants)

4. E-invoice (for Government Organizations)

Cancellation & Refund Policy

Written notification to cce@ntu.edu.sg or fax: (+65) 6774 2911 at least 10 days before course commencement	No cancellation charges (Full refund)
Written notification within 4 – 9 days before course commencement	50% of course fees (50% refund)
Written notification within 3 days before course commencement	100% of course fees (No refund)