Finding the Perfect Fit: The Power of Service Orientation in Building Customer Loyalty

Sandy has been looking for a new pair of running shoes. However, despite the several stores she visited, she just couldn't seem to find the right pair.  

There was this shoe that had a beautiful design and colour. However, upon trying it on, the fit seemed a bit awkward. Some shoes fit her like a Cinderella’s glass slipper; however, the colours do not seem to sit with her. 

She never thought that finding the right pair of shoes could be this hard! 

One day, while browsing through a sports store, Sandy was approached by a salesperson with a warm smile and a friendly greeting. 

The salesperson, named Dave, took the time to ask Sandy about her needs and what she was looking for in a pair of running shoes. He patiently listened to her concerns and provided her with detailed information about the various options available. He even took the time to measure her feet and provide her with a personalised fit. 

And viola, Dave was able to help Sandy find the perfect pair! 

Despite the shoes at this store being slightly more expensive than in other stores, Sandy was so impressed by the level of service that she decided to go back the next day to make the purchase. 

Before going home, Sandy decided to visit another sports store near the area. In the store, she found the same pair of shoes at a lower price. But when she approached the salesperson for assistance, she was met with a disinterested attitude and a lack of knowledge about the product. The salesperson seemed to be more focused on pushing a sale rather than helping her find the right shoe for her needs. 

Remembering the excellent service she had received at the previous store, Sandy decided to stick with the higher-priced store and purchased the shoes from Dave.  

From then on, Sandy became a loyal customer of that store. She even told her friends about her experience and they decided to try out the store too.  

And it did not disappoint.  

Because of their experience, Sandy's friends also became loyal customers of the store as well.  

So, what made Dave's store stand out from its competition?  

It was its Service Orientation.  

Sandy's experience highlights the importance of service orientation in every industry. Despite the store having slightly higher prices, the exceptional service provided by the salesperson was enough to secure Sandy and her friends' loyalty.  

This shows that customers are willing to pay more for a product when they receive a higher level of service and attention.
 

What is Service Orientation, and why is it important?

Service orientation is the ability to understand and anticipate the needs of others, including customers and clients, and to provide them with high-quality services or products that meet or exceed their expectations. It is a crucial emotional intelligence competency that enables individuals and organisations to build strong relationships with their customers and create a positive reputation in the marketplace. 

Service orientation is especially important in today's business world, where customers have more choices than ever before and are more likely to switch to a competitor if they are not satisfied with the service they receive.  

When you prioritise service orientation, you will be able to differentiate yourself from your competitor, build greater customer loyalty, and enhance your reputation in the marketplace.
 

Why you and your team need to develop Service Orientation

People with strong service orientation demonstrate a number of key characteristics that enable them to anticipate, recognise, and meet the needs of others. These characteristics include: 

• Understanding the needs of customers and clients: People with strong service orientation take the time to understand the needs and preferences of their customers and clients and use this information to provide high-quality services or products that meet their expectations. 
• Being available to offer appropriate assistance: People with strong service orientation are always willing to offer assistance and provide support to their customers and clients, whether through answering questions, offering guidance, or resolving issues. 

• Anticipating and meeting the needs of others: People with strong service orientation are proactive in anticipating the needs of others and take steps to meet those needs before they become problems. 
• Fostering a healthy emotional climate within their organisation: People with strong service orientation create an emotional climate within their organisation that encourages others to be empathetic, caring, and responsive to the needs of customers and clients. 
• Grasping others' perspectives and acting appropriately: People with strong service orientation can understand and appreciate the perspectives of others and use this understanding to act in ways that are appropriate and effective in meeting their needs. 

These characteristics are evident in the leadership and staff of one of the most successful giants in the hospitality industry. Let us read their story.
 

Service Orientation in Action

Have you heard of the Ritz-Carlton hotel? I bet most of you have.  

The Ritz-Carlton is a luxury hotel chain. The famous hospitality giant has been known for providing exceptional service to its guests. The Ritz-Carlton has a strong culture of service, which is reflected in its motto: "We are ladies and gentlemen serving ladies and gentlemen."  

The organisation places a strong emphasis on training its employees to provide the highest level of service. It has developed a set of service values called "The Gold Standards" that guide its employees' interactions with guests.  

The Gold Standards include things like "anticipating and fulfilling guests' needs," "creating a warm and welcoming environment," and "taking ownership of guest problems."  

These values are reinforced through regular training and recognition programs, such as emotional intelligence training and coaching. Doing so has helped to create a culture where service is a top priority.  

The organisation's commitment to service orientation has paid off in a big way. It has consistently been ranked as one of the top hotel chains in the world, and it has won numerous awards for its service.  

In addition, the Ritz-Carlton has a loyal base of customers who return to its properties time and time again.  

The success of the Ritz-Carlton demonstrates that service orientation is not just for retail or online businesses but can also be a key driver of success in the hospitality industry. By creating a culture of service and investing in training and recognition programs such as emotional intelligence training, organisations can differentiate themselves and build strong relationships with their clients. 

Developing Service Orientation

How about you? Do you want you and your team to develop service orientation? 

If you do, here are some ways to do so: 

1) Always look for opportunities to be helpful and of service. Look for opportunities to help both internal and external customers. It doesn't matter if it's outside your job description; sometimes, a small gesture can make a significant impact. 

2) Adopt a servant leader approach. Adopt a servant leader approach when managing employees. Instead of telling employees what to do, ask them how you can help them do their job better. 

3) Plan ahead to meet people's needs. Anticipate and be aware of the needs of others. For example, if you're organising an event, consider what your guests might need and make sure that those needs are met before they even have to ask. 

4) Create a culture of service by modelling the behaviour. Leaders can set the tone for a culture of service by modelling the behaviour they want to see in their employees. By showing that service orientation is valued and rewarded, it becomes ingrained in the company's culture. 

5) Ask questions to understand another's needs. Ask questions to understand another's needs, and then act on or agree to a course of action. By showing that you understand their needs and are willing to act on them, you build trust and strengthen relationships. 

6) Under-promise and over-deliver. Set realistic expectations and then exceed them. By under-promising and over-delivering, you show that you're committed to providing excellent service. 

7) Follow through and check for satisfaction. Follow through on promises and commitments, and check to ensure satisfaction. This shows that you take your service seriously and are committed to providing the best possible experience. 

8) Conduct customer satisfaction surveys and needs assessments. Conduct regular surveys to gather feedback from customers and employees. This feedback can be used to improve service and identify areas for growth. 

9) Invest in Emotional Intelligence Training and Coaching. Emotional intelligence training and coaching can help individuals develop their service orientation by enhancing their ability to understand and manage their own emotions, as well as their ability to empathise with and respond to the emotions of others. This can lead to more effective communication and problem-solving and a greater focus on meeting the needs of customers or clients.  

Investing in these trainings may cost you money, but this is the greatest investment you could ever make for your business or organisation as the returns are quite high. 

Organisations like the Ritz-Carlton Group have utilised emotional intelligence training and coaching to build a culture of service and develop their employees' service orientation, resulting in exceptional customer experiences and a strong reputation in the hospitality industry.
 

Rise Higher with Service Orientation

As you can see, service orientation is a must-have for any individual or organisation that has the desire to reach greater heights. Prioritising service orientation can help differentiate a business from its competitors, build customer loyalty, and enhance its reputation in the marketplace. The success of the Ritz-Carlton demonstrates that service orientation is not limited to retail or online businesses but can also be a key driver of success in the hospitality industry. By prioritising service orientation, you can create a positive impact and thrive in the marketplace. 

As the great Maya Angelou once said, "People will forget what you said, people will forget what you did, but people will never forget how you made them feel." 

Invest in Emotional Intelligence training and coaching to develop the competency of service orientation so that you too can become stronger in the marketplace.
 

We Are Here to Help  

At   People Builders, we have a team of expert trainers and coaches who can help you and your team develop Emotional Intelligence, service orientation and many other competencies.  

Contact us today for a quick chat to see how we can partner with you to train and coach you and your team.   

If you want to become a certified trainer and coach in Social and Emotional Intelligence or Extended DISC Behavioural Profiling, find out how by visiting the People Builders Institute website.