Service Excellence in Action

Copyright © 2021 Service Quality Centre Pte Ltd. All Rights Reserved ABS | Service Excellence in Action (Gold Award Training) LG | Date 12072021 1

Service Excellence in Action

GOLD AWARD TRAINING

By The Association of Banks in Singapore (ABS)

Copyright © 2021 Service Quality Centre Pte Ltd. All rights reserved Slide 2

Service Quality Centre

Who We Are

1989 – 2009 2010 – 2014

Mission Statement“We partner organisations to create Service Quality & Innovation solutions for corporate excellence”

About UsService Quality Centre is an integrated training and consultancy provider renowned for its holistic approach towards developing strong capabilities and competencies in people. Backed by a robust heritage of over 30 years experience as a soft skills specialist and a hard skills expert, we offer a total and holistic approach that covers all aspects of the continuous improvement journey, from implementation to evaluation.

Past to Present

2014 to present



Our Products and ServicesBusiness Excellence Consultancy


Our Products and ServicesTraining Programmes



Excellent Service Award

Category Silver Award Gold Award Star Award

Customer ComplimentsThis criterion includes compliments from both internal and external customers.

Received at least 2 compliments during the qualifying period



RecognitionThis criterion includes both internal and external service-related awards conferred.

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Received at least 1 service-related award during the qualifying period

Received at least 2 service-related awards in the last 3 years

Contribution to Service ImprovementNominees would need to indicate the suggestions they have made as this demonstrates that they have service improvement mindset.

- -

Made suggestions that contribute to improvements in service during the qualifying period


Gleam like GoldThe programme for today…

High Tech: The Shift from “Human” to “Machine”

High Touch: Human-to-Human Customer Experience

High Trust: Assurance and The Customer

010203

Q&AReflectionFeedback



01 High Tech: The Shift from “Human” to “AI”

§ 3 areas reshaped by AI technology in businesses

§ Predictive vs. reactive business models§ Reduced Time-to-market§ Continuous cycle of product development and

improvement


High Tech: The Shift from “Human” to “AI”

Some applications of AI in Singapore

Common data platform to optimize truck trips (intelligent routing)

ARTIFICIAL INTELLIGENCE IS IMPROVING YOUR LIVES!

Report issues through AI-powered chatbots; Sensors

detect issues before they occurDetection of diseases like

diabetes and heart disease through eye scans




Convenience store powered by robotics and AI

My notes

https://www.youtube.com/watch?v=NSV6SS81PAE



Predictive vs. reactive business models

Valu

e

Complexity

Prescriptive

Predictive

Diagnostic

Descriptive

What is happening?

Why is it happening?

What’s likely to happen?

What should I do?

Optimisa

tion

•Hindsight

•Insight

• Foresight

Example – The Automated Convenience Store:

• Descriptive: Product X’s sales increased most last month

• Diagnostic: Customers buy Product X to use Product Y

• Predictive: Customers of Product X would likely buy Product Z (Z has similar features but gives better profit margins than Y)

• Prescriptive: Product mix and placement of X, Y, Z, in order to optimize logistics management and maximize profit

https://www.ibm.com/blogs/internet-of-things/iot-how-ai-is-reshaping-the-high-tech-industry/




The Power of AI in banking services

Discuss in your groups (10min)Relate this to an example at your workplace:• Descriptive: E.g. Unacceptable spike in no. of customers

discontinuing a service

• Diagnostic: E.g. Customers that are high-risk of discontinuing tend to exhibit certain behaviours

• Predictive: ???

• Prescriptive: ???




AI in Banking

Process optimisation

Credit Decisions

Fraud & Money

Laundering Detection

Trading & Wealth

Management

Marketing & Customer Service

Security & Compliance





My notes

https://www.youtube.com/watch?v=qpLndYkYVCQ



Veritas Framework for fair use of artificial intelligence

WHY CONSIDER ETHICS?To establish Singapore as a responsible

artificial intelligence hub for financial services



02 High Touch: Human-to-Human Customer Experience

§ High Tech vs. High Touch § Customer journeys: The road to seamless

experiences

§ The relevance of High Touch in a High-Tech world§ Delivering service quality with RATER dimensions



In decades past, a customer would go to a bank branch near their homes and see

familiar faces all year long. While queuing, one sometimes chatted with strangers.

Over the counter, the officer greets one by name and one confides about financial

matters like to a friend – and everything was done for one. That was a high-touch service.

Now, we open a banking app on the mobile phone and scan our fingerprints. The

interface shows our account balances and with a tap we get analytics on our income

and expenses. Amongst other notifications, it flags potential fraudulent payments we

may have made to merchants. We make secure bill payments without stepping out of

the house. This is high-tech service.

Customer Experience Journeys

High Tech vs. High Touch

Banking Past & Present




Which do your clients prefer:high-touch or high-tech banking?

Is there any differences experienced across generations?

Discuss in your groups (10min)




Reasons for High Tech


My notes




Reasons for High Touch


My notes



SeamlessCustomer

Experiences

Customer journeys: The road to seamless experiences

Can we have both?




Point-to-point

Customer journeys: The road to seamless experiences

My notes

https://www.youtube.com/watch?v=SRmREJT6olQ


High Touch: Human-to-Human Customer ExperienceCustomer journeys: The road to seamless experiences

I researchI have questions

I sign up I renew I discontinue

Typical Customer Journey

I enjoy




RATER – 5 Service Dimensions

Delivering service quality with RATER dimensions

The most IMPORTANT

dimension as it impacts outcomes



Watch the video and evaluate using RATER


My notes

https://www.youtube.com/watch?v=4OfyI6W6G-8




Your say: What RATER dimensions were done well?



03 High Trust: Assurance and The Customer

§ What assurance means to the customer

§ Anticipating their unspoken needs§ Communicating the assurance




What assurance means to the customer




Banking is built on the bedrock of trust… We will continue to work with MAS to ensure that this trust will never be misplaced.”

Mr Samuel Tsien, Chairman (2019-2021), The Association of Banks in Singapore

My notes



Banks’ ability to offer a variety of products and services, use reliable and innovative technologies and stay financially resilient, had a positive influence on respondents’ trust in banks. Respondents also trusted banks to handle customers’ data with integrity, and their leadership and employees to operate with professionalism and ethics.

The report also suggested areas for improvement. Respondents felt that banks could be more forthcoming in acknowledging mistakes, take accountability for the conduct of their employees and adopt measures to ensure that mistakes do not recur. Respondents would trust banks even more, if they could continue to demonstrate that customers’ interests are of the utmost importance. Lastly, respondents expect banks to serve a higher purpose by making a societal impact, beyond the provision of banking products and services.

Extract from the report




Question:How to anticipate needs that are not expressed or

articulated?

Activity: Unexpressed Needs

1. Split into 4 groups and focus on:

• Team A: Facial Expressions

• Team B: Body Language

• Team C: Tone

• Team D: Customer type / profile

2. Discuss how to anticipate unexpressed

needs arising from area of focus.



Signs to take note:



I want you to acknowledge your mistake.”

The Client

• Hesitant pauses

• Long s _ _ _ _ _ _

• Frowning

• Looking away

• Crossing of a _ _ _

• Cutting conversation short

• Leaning back

• Cold or unfriendly t _ _ _

I do not want this to happen again.”

I wish you would take responsibility.”

Being able to read unspoken needs would help you adjust your response


Tips for you


Communicating the assurance

Helpful phrases for a customer facing a problem or

inconvenience due to bank’s fault:

• “I am ___ , I am here to assist you.”

• “Thanks for giving me an opportunity to help you...”

• “I will ensure this is followed-up ...”

• “Please let me know if it is okay to call you back

tomorrow to give an update on the progress.”

• “I will raise your feedback so that we can … and

improve our processes.”

Customers cannot see our good intentions.

We need to communicate it!



I promise this is going to be easy if you’ve been attentive!

Quiz Time!


things I learnt from this course:

1. “ I learnt that….

2. “ I discovered that….

3. “ I was surprised to learn that….

My Commitments

things I will apply at my workplace:

1. “ I will….

2. “ I will….

3. “ I will….

03 03



Please complete the evaluation.

Thank you!

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Service Excellence in Action