儘管提供一流的服務是必要的，但光是要求員工隨時隨地盡力提供卓越的服務並且希望做到最好，是不夠的。反之，你得從組織的各個方面做好設計，使其卓越。或換句話說，你一定要設計出一種商業模式，讓一般員工――不只是特別有才幹的人――在每天的例行工作上都能提供卓越的服務。優秀的組織打造產品或服務、籌資策略、制度和文化，讓員工表現卓越。

那麼，你如何透過設計提供顧客最在乎的關鍵服務呢？你必須回答下面 4 個問題：

想清楚這 4 個問題的答案，並做好基礎工作，你就有了讓所有員工持續提供關鍵服務的基石，而不用一直依賴表現特出的員工救援。

Service Excellence = Design x Culture Despite the fact delivering great service is an imperative, it’s not enough simply to demand that your employees deliver service excellence whenever and wherever they can and then hope for the best. Instead, you’ve got to design excellence into the very fabric of your organization. Or put another way, you’ve got to design your business model so average employees – not just your exceptional people – deliver excellent service as an everyday occurrence. Outstanding organizations create offerings, funding strategies, systems and cultures which set their people up to excel.

So how do you deliver uncommon service by design? There are four questions you have to answer:

Figure out the answers to these four questions and put the building blocks in place and you have the cornerstones for delivering uncommon service on an ongoing basis using the people you have rather than forever relying on service heroes.

「服務業讓人抓狂的地方是他們讓你自我欺騙，你變得自以為無所不能，變得開始以為員工是問題，或是顧客不會注意到你沒做到你對他們的承諾。代價不在於失敗，至少不是第一個――而是頑強、不夠好的平庸。誠實是解藥。通往關鍵的服務之路是坦誠面對自我，雖然這麼做有時很痛苦。我們寫這本書的目的是為了幫你拿起鏡子看清自己與公司。故事說到這裡，如果你沒有轉過頭去，我們就很看好你能脫穎而出。常有人問我們，他們應該從何處開始。我們的建議是先相信一個可能的現實，那就是一般人也能替顧客打造不凡價值的未來即將到來。你必須相信這個可能，並且無懼地注視你離這個現實有多遠。」――法蘭希絲．法瑞與安妮．摩理斯

“A maddening thing about service organizations is that they permit you to lie to yourself. You get to believe you can be great at everything. You get to pretend that your employees are your problem, or that your customers won’t notice when your commitment to them falters. And the cost is not failure, at least not at first—just an insistent, unsatisfying mediocrity. The antidote is honesty. The path to uncommon service goes directly, and sometimes painfully, through the mirror. Our goal in writing this book is to help you hold that mirror up to yourself and to your own organization. If you haven’t averted your eyes at this point in the story, then we’re optimistic about your capacity to excel. People ask us all the time where they should begin. Our advice is to first believe in an alternate reality, where ordinary people create extraordinary value for customers ready to take on the world. You mustbelieve in the possibility, and then look fearlessly at your distance from it.– Frances Frei and Anne Morriss

【完整內容請見《大師輕鬆讀》No.437】