Service with a Smile?
Recently, with the numerous conflicts I'd had with one of the local bank, I was suddenly reminded of another part of his speech: "Improving our service culture" (You can find the full transcript of this year's National Day Rally, along with two interesting clips entitled "Tao Gay Not Enough" and "Tao Gay Never Enough", at http://app.sprinter.gov.sg/data/pr/2005082102.htm)
In his speech, he'd remarked that we don't have a natural service culture here in Singapore. This is in contrast to countries like Thailand, Japan, India and Australia, where everywhere you go, the local service personnel would first greet you in their own tongue, before getting onto business. In Singapore, they go straight to the point. “How can I help you?” Or if you're not so lucky, “What you want?”
He believed that in order for our service standard to reach the world class standard, the problem have to be identified at three levels: One, the companies have to have that focus. Two, the service people have to have that focus. Three, we who are served by the people have to have that culture too.
While I hold deep suspicion about his motivation for emphasizing change of service culture in Singapore **cough cough** IR **cough cough**, I think that he'd indeed hit the nail on the head by highlighting the existence of this problem of lacking in service culture in Singapore. And while his solution is identified too ambiguously to make any immediate changes, it have at least reminded companies that there should be improvement somewhat. Or so I thought...
Well, what is service anyway? Is service just as simple as the person standing behind the counter, selling you stuff or rendering whatever services they're offering? Or does service extend beyond just physical contacts?
Look at it another way then. If you were to make a hotline call, how long do you have to wait? And would you still be so delightful when a customer service officer finally connect you after 3 minutes of holding, and in less than 15 seconds ping-pong you to another officer from the "correct" department after another 3 more minutes of holding? What if the hotline is for insurance claim, when you're already feeling down due to accidents or baggage lost? How would you feel then?
See, I do agree with our PM that there is indeed a certain mentality that have to change, in order to render better services. But where do we even begin to adminster that change?
Centralisation of services have removed excess counter staff of bank branches, in order to cut down the operation cost. What replaces that are simply non-personal touches and dial-tone. This, to an average kan-cheong Singaporean is considered most disturbing and even rude. Yet, would the companies ever reverse this trend of centralising, for the sake of services? I doubt so.
In fact, this centralisation have move up one level of facelessness, now that internet is so rampant. More and more banks are "encouraging" people to do internet banking, and numerous organisation establish e-portals, all for the "convenience" of the people. While it does cut cost somewhat when everything is going right for the company and the customer, when things do go right, would there be an easily reached service personnel to render the assistance the customer need?