Print The Idea in Brief All successful firms must design a compelling offering and manage the workforce to deliver it at an attractive price. But service firms must do even more: deal with the frustrating fact that their customers can wreak havoc on service quality and costs. For example, a customer dithering at a fast-food counter slows things down for everyone else waiting in line. To tackle this challenge, Frei advises aligning four key elements of your business: What your service offering consists of How you fund the excellence you want to provide How you manage employees to deliver quality service What you do to help customers enhance—not erode—service Get these elements pulling together, and none of them can pull your business apart—as service stars like Wal-Mart, Commerce Bank, and Cleveland Clinic have discovered firsthand. Flexible choices? Example: Commerce Bank decided to serve customers who prized pleasant, face-to-face service and convenience. It offers evening and weekend hours, buildings with high ceilings and natural light, and a fun contraption for redeeming loose change. Despite its relatively unattractive interest rates and narrow product range, its retail customer base has expanded dramatically. Possibilities include: Charging the customer.
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