DCCCII 7 Component1b Documentation

Philippines-Australia Human Resource Davao City Chamber ofDevelopment Facility Commerce and Industry, Inc.

Documentation Report

Capacity Building in Effective Customer Service (Component 1B)

February 4 to 5, 2008 • Eden Nature Park, Toril, Davao City

Introduction

The Davao City Chamber of Commerce and Industry, Inc., realizing the value of increasing the capability of the business environment has partnered with the Philippines-Australia Human Resource Development Facility, a program which envisions to achieve a sharper focus of Human Resources Management and Development (assistance) in the Philippines. In its endeavor to better serve its clientele, the DCCCII has seen the need to conduct a series of trainings on Capacity Building in Effective Customer Service. The training program has four major components with the first component being subdivided into three: Component 1A (7 Habits of Highly Effective People), Component 1B (The Culture and Techniques Customer Service Orientation in a VBSO), and Component 1C(The Culture and Techniques Customer Service Orientation in a VBSO).

This report is a documentation of the highlights of the seminar on Component 1B - The Culture and Techniques Customer Service Orientation in a VBSO.

The Participants

There were thirty (30) participants coming from the Board of Trustees, the Program Management Team, SMERN Consultants, Nominated Committee Chairs, and representatives from the Partner Agencies. The list of participants can be found in the table below:

Table 1. List of Participants

1 John Y. Gaisano, Jr. Chairman of the Board, BOT

2 Simeon P. Marfori, II President

3 Leny V. Castillo BOT - Executive Vice President

4 Antonio T. Dela Cruz BOT - VP for Trade and Commerce

5 Atty. Domingo T. Duerme BOT – Trustee

6 Myrna P. Valdez BOT - Corporate Treasurer

7 Sofronio M. Jucutan BOT – Trustee

8 Evelyn G. Lavina BOT – Trustee

9 Andre Joseph Fournier BOT – Trustee

1 Conrado T. Hernaez, Jr. DCCCII - Executive Director


011

Leah Fe P. Villasfer DCCCII - Finance and Admin Asst.

12

Jennifer B. Erazo DCCCII - Membership Devt Officer

13

Ana Theresa E. Jalipa DCCCII - DATE Asst. Project Officer

14

Herma Joy M. HerreraDCCCII - DATE PO/BDA Trade and Investment Promotions

15

Mary Anne L. Abundo DCCCII - Advocacy Officer

16

Rudy D. Lange, Jr. DCCCII - EEA Project Coordinator

17

Maharlika Filipina Cossid DCCCII - KM Officer

18

Ma. Asuncion N. Asuncion DCCCII - PAHRDF Project Staff

19

Manny O. De Luna DCCCII - SMERN Consultant

20

Ma. Christina B. Ramos DCCCII - SMERN Consultant

21

Vincent Rodriguez Nominated Committee Chair

22

Guillermo Prat Nominated Committee Chair

23

Edwin Marañon Nominated Committee Chair

24

Yvonne Cabada Nominated Committee Chair

25

Antonio Ajero Nominated Committee Chair

26

Dominador Dizo DA - Agricultural Center Chief III

27

Glorijen LlaveInternet Café Assn of Davao (ICAD) - Trustee of Govt Affairs

28

Mirasol Domingo DOST - Admin Asst III

29

Nelly Esperanza DTI - Chief, Trade and Industry Specialist

30

Delia Ayano DTI - Chief, Trade and Industry Specialist

Highlights of the Proceedings

Most of the participants arrived the previous day since the venue was quite a distance from the city proper. Board and lodging accommodations were provided to the participants.

Day 1


Registration and Opening Program (9:00am – 9:30am)

Registration of participants started at 8:30am. Thle opening program started at 9:00am with the Opening Remarks given by DCCCII Chairman of the Board Mr. John Y. Gaisano III. He emphasized the importance of knowing the vision of the Chamber and of knowing what the customers really want. He also said that the purpose of said training is to build the Chamber’s capacity in order to better serve their customers. The Resource Speaker for this training is Ms. Lai Raymundo, Training Director for Impact SCS whose expertise is in Customer Service.

Expectations Setting (9:30am – 10:00am)

The participants were asked to group themselves and share what they expect to learn from the training. Questions to be answered are the following:

• What I want from this course is . . .• One thing I hope will happens is . . .• One thing I hope will not happen is . . .• I will know the course has been successful is . .

Answers of the participants were:

1. How concepts on Customer service as a science2. Create a special culture of Cust Service within the chamber3. Clarification of standards4. Effective delivery of CS5. Share experiences6. Integrate ideas on effective CS7. Develop a system to develop/retain members8. Bring knowledge to own organizations9. Learn techniques and skills10. Practical and economical application of CS11. How to say YES12. One common definition of CS13. Customer delight14. Create a Credo within the industry in Davao15. Way of life – CS16. experiential learning (SLEs)

It is the objective that by the end of the training the Chamber will have established a culture of excellent customer service and professionalism.

SESSION PROPER

Ms. Raymundo shared to the participants that Quality Service is no longer a competitive advantage but a means for survival. The evolution of Customer Service has now gone from internally defined in the early 70s to turning customers into raving fans in the 21st century. (see Powerpoint Presentation)

Activity: Sharing of SLEs - What Constitutes Excellent Service


The participants were asked to divide themselves into groups of 5 and elect a secretary/reporter. Each member was asked to share an experience exhibiting Customer Delight and one experience that disappointed them as a customer. From the experiences shared identify what were the service disappointers and the service enhancers. They were to identify 2 to 3 factors that constitute excellent customer service.

Identified factors by the participants are the following:1. pre-emptive approach2. Seamless service 3. whole package of CS (personality, smile, asking people what they need)4. service recovery5. speedy service6. courteous service7. human factors8. system9. initiative

Activity: Exercise on Quality

The participants, in their respective groups, were given popsicle sticks and a bottle of rugby. They are tasked to make as many quality boxes as they can in the time given them.

Presentation of outputs:

The ones who stood as judges were the Resource Speakers: Ms. Lai Raymundo and Cheryl Alcantara. Judging was based on the quality of the boxes made. Both judges stepped on all the boxes. Reactions of the participants were mostly of shock.

Ms. Raymundo emphasized the importance of giving customer delight, that the customers should be turned into raving fans with the quality of service they give to the customers. The Chamber should put importance on the view of the customer even though there are times that customers don’t know what they want.

End Start

Moment of Truth

Moment of Truth


Ms. Raymundo introduced the Dimensions of Service Quality:1. Access2. Communication3. Competence4. Courtesy5. Credibility6. Reliability7. Responsiveness8. Security9. Tangibles10. Understanding/Knowing the Customer

Definition of Moments of Truth: Any episode where a customer comes into contact with any aspect of your business, no matter how distant, and by this contact, has an opportunity to form an opinion about your business, and eventually about the quality of your product or service.

The Cycle of Service:

Workshop: Cycle of Service

The participants were assigned the following transactions: Inquiry on Membership, Trainings, Consultancy, Business Information, and Events/Activities.

They were tasked to plot out the cycle of service of their chosen transaction, and the Moments of Truth the customer experience with the chamber.

1. TEL INQUIRY/ PERSONAL VISIT

Benefits, fees

Programs

Requirements/ Qualifications

Processes

Achievements/ History

OfficersMembership Profile

2, DECISION NO - Feedback

YES3. REQUEST APPLICATIONDeliver/Fax/ Online Application

Visit to Chamber Office4. (FILL-UP)APPLICATION FORM- Friendly?- Cumbersome?- Intimidating

5. SUBMISSION

Waiting time for approvalSTATUS

6. APPROVAL

7. PAYMENT

ConvenienceCollection

8. ORIENTATION

WelcomeTour

OfficeStaffINDUCTION


Outputs:

Group I: Cycle of Inquiry - Membership

Group II: Cycle of Inquiry - Trainings

# OF RINGS ANSWERED

GREETINGS

REFERRAL

CHANGE OF INFORMATION (Quality & Reliability)- schedule & list of trainings- resource speakers- assessment- brief

FOLLOW-UP- confirmation on what training to attend to- submission of requirements

REMINDER(arrangement and details)

TRAINING PROPER


Group III – Cycle of Inquiry - Consultancy

Group IV – Cycle of Inquiry – Business Information

LOCATING DCCCII-OFFICE- signages- parking- lobby

INITIAL INQUIRY FROM THE GUARD- directory- ID- logbook- intercom- grooming

ENVIRONMENT (ambience of DCCCII)- cleanliness- grooming- meeting room- lighting- furniture- noise

ACCOMODATION OF INQUIRY BYTHE DCCCII PMT- FIO- initial interview using standard questionnaires- determine if expertise is available

REFER TO THE CONSULTANT/EXPERT- set meeting- provide contact details- provide copy of CVs- copy of interview for Consultant

MEET WITH CONSULTANT

FEEDBACK (promptness)

Visit, call or email Chamber Office

QUERIES

SPECIFICATION OF INFORMATION- updated/current- complete/accurate

INVOLVEMENT- incentives/tax/BOI- business permit registration process- capitalization- documentation; financial, technical, legal- labor market- Raw materials- FS- Policies

PROVISION/ REQUEST FOR ASSISTANCE- business box- consultancy- logistics

START OF BUSINESS

PROGRESS MONITORING- feedback

START END

PROMOTIONS- brochures- invitations- confirmation- queries to the office

IMPLEMENTATION- secretariat assistance- organization- response to the exhibitor needs

EVALUATION (feedback from the exhibitors)

START END


Group V – Cycle of Inquiry – Events/Activities


Is DCCCI willing to do all these?• Willingness is there but there is a problem on the resources• We could tap business establishments who could possibly donate construction

materials

Any change that one implements in the company, there will be reactions We should all agree what we could do right away, in a few years time, etc. See what is

doable and achievable

Session Ended: 6:15pm.

DAY 2

Preliminaries/Management of Learning (8:30 to 9:00am)

The second day’s activities were started with a prayer. Ms. Cheryl Alcantara then facilitated the Management of Learning using the Snowball activity. Several sheets of paper were layered and formed into a ball. The participant who is unable to catch the ball will be asked to share what he or she has learned from the previous day’s lecture.

The 5-Step Process• Stage 1: Understand your Customer and Set your Service Strategy• Stage 2: Set Superior Service Standards• Stage 3: Build a Winning Team• Stage 4: Check-up Regularly• Stage 5: Provide Proactive Problem Solving

What is a Service Strategy?• A distinctive formula for delivering service• Your operating plan for how you deliver service to your customers

Workshop - Writing your Service Strategy• A description of your customers• Describe what you offer to your customers and how these answer your customers’ needs• Describe the differentiating factors you will employ while serving these customers• A brief description of what you as an organization believes in.

Output:

Group I. A description of your customers

“The DCCCII is an organization for people in the business sector. We provide quality services to corporate and individual members, affiliate members, partner agencies and general public interested in business. These quality services are complemented by service-oriented staff and management”


Comments:• Mr. Tony Ajero – customers are segmented, so we should define it one by one. We need

to further define who the customers are; the general public – are prospective members Ms. Raymuno said that maybe it would be better to segmentize the members into the

different sectors• Mr. John Gaisano – our client is the businessman. That is why it is called Davao City

Chamber of Commerce and Industry. We partner with the government to help us serve our members and so the partner agencies are not members.

• Mr. Tony Ajero - As a service organization, we should treat everybody as a customer – both internal and external. The government agencies are our partners. And since this is human relations, and so it needs a lot of customer service.

• Mr. John Gaisano – our primary customers are the businessmen

Ms. Raymundo: the human factor side that sir tony is mentioning can be placed in the differentiating factor or the final statement like “we treat everybody as our customers”

Ms. Raymundo – the question here is who do we serve? Do we exist to serve the partner agencies? No. that is why the partner agencies are not our customers.

• Ms. Delia Ayano – as a prospective customer, for me to be able to know that I am qualified to be a member, I will need details on the type of customers; suggest to incorporate a description of customers

Ms. Raymundo: one strategy is collaborating partnering/networking with line agencies (can be placed in II or III)

Group II. Describe what you offer to your customers and how these answer your customers’ needs

We act as a one-stop-shop for the1. Players of the business community the main mandate of the chamber is the advocacy

through this, we provide our stakeholders an avenue to voice-out their concerns. We serve as catalyst.

2. We serve as a channel for linkages, partnerships, agenda for any business entity3. We offer a set of value-added system or standard such as trainings, improvement and

consultancies.

Comments:• Mr. John Gaisano – the professional staff are the conduit to our members; the value-

added system is okay, although training is not a priority.- what do we want to achieve? To accomplish?

• Ms. Myrna Valdez – trainings and seminars are part and parcel of sharpening the saw. If there is a passive and intangible result of trainings which we radiate to everyone of the members. It is a factor which is needed to think well. It is imperative that trainings should be included.

• Ms. Delia Ayano – Item 3 is important because it can somehow make the organization become sustainable

• Mr. Tony dela cruz – training is important; the consultancy business should be improved. The chamber should be the one to go into consultancy with the business establishment. DCCCII should run the whole show and the consultants be given the honorarium and not the other way around.

• Ms. Lenny Castillo – the trainings are for the businessmen.


• Mr. Jun Evangelio –the trainings and consultancies are for the businessmen but part III still should be put there even if its not a priority

Group III. Describe the differentiating factors you will employ while serving these customers

Our effective and proven advocacy program has helped address the concerns of the local businessmen on the local and national level through a strong partnership with concerned agencies (private and government)

We help improved the businesses of various sectors that we serve through capacity building trainings and seminars, consultancy and SME services.

We enable our PMT’s for them to provide excellent service to our clients.

Comments:• Mr. John Gaisano – we have proven advocacy on the local and national level (local –

councilor; national – congressman); only invite people who are relevant to the issue at hand; address the problem that is important and urgent or important but not urgent

Ms. Lai said, the statements should be in the present tense

Mr. Boy Jucutan – going to right govt agencies (local and govt) but with regards to the bridge in Maa..we go not only to the lawmaking agencies but also to the executive branch of the government

Mr. Tony dela cruz – enabling the PMTs is very important so as to achieve excellent customer service

Group IV. A brief description of what you as an organization believes in

We are a chamber effectively responsive to the needs of our members and guided by the spirit of CAMARADERIE, OBJECTIVITY, HONESTY, FAIRNESS, FREE ENTERPRISE and QUALITY SERVICE.

Premises:- we believe that the chamber exists to provide advocacy services- promotion service- exist for the business- to advocate for business to grow- we help to create and environment wehre business can grow- we don’t exist as an independent entity in the goal of shaping the industry- we are not an island, we are a lynchpin- business is the engine of growth, it is the single most import activity in the economy- we are a quality service-driven business org, and we pride ourselves on our ability to

lead the business community


We are a quality-service driven organization that believes in our collective strength as key to providing unity and direction to the stakeholders of the business community of Davao and its environs, with the objective of furthering its socio-economic development in a strategic manner.

Our business is your business

Comments:

Change to: Your business is our business; this can be a tagline for Davao Chamber will need some tweaking/finalization of the statements

Ms. Raymundo emphasized the importance of setting quality service standards. The following are the Guidelines for developing quality service standards:

• If the standard is not working or becomes outdated, it should be changed.• They should be created and met with care.• They must be communicated effectively and continually.• Standards should be planned and agreed upon by all affected employees, including customers

when possible.• They should come as close to zero defects as is humanly possible for your service.• They should be stated clearly and completely in writing.• Deviation from standard must be corrected at once.

Workshop: Setting Quality Service Standards

Group 1: Signage- wall –DCCCII signage with the tagline “your business is our business”- lighted signages (100m away)- parking signage- lobby signage (with directory)

Group 2: Ambience- with directory- receiving area where the customer can see the DCCCII awards, officers, and the history (2nd

floor)- general cleaning once a month- reception area: replace furnishings with something bigger- should be well-lighted; louvre lights- clean blinds- grooming of PMT: no more slippers; no more flipflops; 2 days for skirt; 2 days for pants; 1 wash

day; min 1inch heels; stockings, light makeup- meeting rooms: 2 sets of swivel chairs; - sound system- tea table for every meeting room; well-lighted- fresh flowers in the receiving area- initial questionnaire

Group 3: Cycle of inquiry: consultancy


- number of consultants: 3- standards for trainings, application, consultancy, membership, etc..

Ms. Raymundo said that for the coaching, the first step should be to identify all cycles of service as first step. We need to think about the procedures first before making up the standards.

- Include procedures on opening up a business which are included in the business directory of the chamber we publish every year

- Also for the meetings, the unfinished business should be discussed for the next meeting;- DCCCII should organize the time of the consultant, that the two to four hours he or she spends in

the Chamber will be maximized meeting the member-businesses

Ms. Raymundo shared on how to Build a Winning Team• Identify Service Excellence Competencies

What is a COMPETENCY• Design Quality Service Specifications into jobs• Recruit, train, reward, promote for excellent customer service abilities• Integrate service excellence into Performance Management and Performance Appraisals

Incorporate Positive reinforcement; reward the behavior that you want to see- we need to look at the whole spectrum and check the events and our capability to

handle such event- unfair for us to ask the staff about doing the performance management and

performance appraisals - we have to assess ourselves correctly

as an organization, there is a need to visit your culture

revisit mission, vision and values..culture is unmanaged if what you are doing is far from the your mission, vision and values. In an unmanaged culture, the one with the strongest personality wins.

culture is a group’s common behavior. Behavior is a manifestation of attitudes. Attitudes are the product of our own beliefs and values.

if you want to have a culture that is supportive of the mission of the chamber, the management must know that; the leaders must know it first

the role of the PMT is to design how it is systematized, what should be prioritized

review how we are structured and see how what structure is more effective for us e.g. review the assignment of projects to the staff


create a customer-oriented and customer-centric culture

Culture Management Model

the top management play a very important role in molding the culture of Davao Chamber

Session ended: 5:30pm

TOP MANAGEMENTDetermine

STRATEGIC DIRECTION

Supported byCOMPANY VALUES AND PHILOSOPHY

Reinforced throughROLES AND ACTIVITIES OF LEADERS

THE PERVASIVE MANAGEMENT STYLE

Directly affectingTHE WAY THE BUSINESS IS RUN

Resulting inCORPORATE CULTURE

DCCCII 7 Component1b Documentation

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