Questions for reflection: What kind of customer service does our organization provide? Is it a series of transactions that get the job done? Or is our customer service an uplifting, transcendental experience that leaves the customer transformed?
A transaction is an exchange of goods, services, or money. Transactions happen across the world everyday in business. The customer gets what they ask/pay to receive. Sometimes the customer does not get what they ask for, but they get what the service provider is willing to provide.
The procedures are all outlined in the policy manual. The service providing team knows the steps that must be taken in order to complete the transaction. Mr. Big wants to fly from Point A to Point B by the designated time in order to make his meeting. The plane is fueled. The logs are complete. The crew is ready. It is time for departure. But will this be a memorable, transforming flight for Mr. Big?
A transformation is a complete uplifting change-like the ugly caterpillar disappearing into his cocoon and emerging as a beautiful butterfly. There is no doubt that a wonderful metamorphosis has occurred. The customer leaves feeling that the service provided went over and above the call of duty, and it left him feeling so good that he wants to return for more. In the book, “Teach Your Team to Fish”, author Laurie Beth Jones says “successful teams are those that understand that the desired end product is a transformation, not transactions.” Transformation in service cannot be seen or touched, but it can be felt. It is not a one-time transaction, but it is the desired outcome of one or many ongoing transactions.
John F. Kennedy’s call in the early ‘60s for America to put a man on the moon is a good example. There were many transactions that had to occur-technical, political, financial before this could come to fruition. President Kennedy did not list a step-by-step policy manual of how it was to get done. He created the vision and left it up to those under his command to work out how it was going to be done. That vision along with many transactions lead to a transforming experience for the World when Neil Armstrong took his “giant leap for mankind” before the decade was over.
If the whole team understands the vision and the mission of the organization, and they are empowered to carry it forward. Then everyone can work toward achieving transformation in service, not just a series of transactions.
