? Lemon and Verhoef (2004) once mentioned that "in the digital era, the product is no longer the original product, it becomes more granular, scenario-based, and is disassembled into a collection of micro-interactions; the service is no longer the original service, it is more forward extension, and focus on the maintenance of long-term connection relationship". In this service-oriented society where customer behavior is becoming increasingly complex, good service is more like a kind of "currency", and enterprises "buy" satisfaction and loyalty from customers by providing services that exceed their expectations. Thus, creating a superior service experience has become a trend for more and more companies in the new situation. However, how to understand the customer experience, excellent experience and how, may be every manager, every employee, every customer will have different insights.

? Recently I read Service Excellence, Seven Simple Ways to Take Customer Service from Mediocre to Excellent, and it was quite inspiring. In the book, author Steve Curtin presents three core truths of service excellence: first, that service excellence reflects the nature of the work of all service industry practitioners; second, that service excellence is all about spontaneity; and third, that exceptional service doesn't cost any more than poor service. And based on these truths explains seven simple ways to improve service quality, for the financial services industry, we have quite a lot to learn from.

First, job duties and job nature: can I do a little more than I "should"?

? Steve Curtin put forward the "job duties" and "job nature" concept, that regardless of any industry, the first step to touch the awareness of the staff and promote the quality of service to improve the first step is to throw the following question to the staff: Please describe your work! What does it require of you?

? Many people may answer, "My job is to answer the phone, my job is to serve the dishes. They recognize that it is only the "job duties" - the responsibilities or tasks associated with the job role - and beyond that, expressing passion and care for the customer, paying attention to the details of the service, and providing a solution that meets or even exceeds expectations is the "essence of the job". "The essence of the job is to make the customer feel welcome and belong, to enhance loyalty, and to make the customer a "salesperson" who can bring in a second purchase rate.

? If the "job responsibilities" is written in black and white in the job description "should" do things, then the "essence of the work" is more in line with the corporate strategy and development vision, more from the The "essence of the work" is more in line with the corporate strategy and development vision, more from the heart of the staff spontaneous, active but non-essential content. The standard service is routine, do a little more than "should" do, in order to leave a positive, long-lasting impression for the customer,

Second, the service is a verb: from lackluster to comfortable and thoughtful

? Service is a verb that requires expression and action. The first simple way is to express heartfelt concern. One of the most routine and overlooked is to address the customer by name and provide a personalized greeting. The neat and tidy "Hello, Sir/Madam", although polite, always makes people feel a little cold and detached, just like the New Year's Eve mass text messages and printed birthday cards, which are too focused on efficiency and lose the essence of caring. Everyone wants to be different, wants to be valued, feel their own importance, therefore, should try to avoid the use of generalized labels, through the specific title of "Mr. / Ms. X" can fully express the concern for the customer, to strengthen its uniqueness as an individual and the importance of consolidating the customer in the consumption of purchases, secondary recommendations and customer loyalty and other aspects of the commercial value of the customer. This reinforces the commercial value of the customer in terms of consumer purchases, secondary referrals, and customer loyalty.

? Another impressive way is to take on the role of service hero, which is often referred to as "service remediation". Not long ago to go to a Chaoshan restaurant to eat, because the field is tight, the door is not good parking, the security guards guide us to go in front of the parking lot under the bridge, the parking lot by a garbage collection station, walking back to the restaurant there is also a distance, just after we parked the car is ready to go back, a uniformed driver drove a sticker with the name of the restaurant ferry parked in front of us. On the way back on the ferry, we also noticed that the frequency of the ferry was perfectly aligned with the guests who had stopped to dine, and there was basically no waiting. This is excellent service remedy, remedies the original parking space is not enough, the ride field environment is not good enough, let the customer feel comfortable and thoughtful.

? We interact with all manner of salespeople, couriers, food servers, and bank employees every day, but most of these lackluster experiences are little more than a transaction that doesn't leave much of an impression in the mind. The only service that really pays attention to the details and customer needs is the service that motivates us to want to come back later and even recommend it to others.

Third, the first step to successful behavior change is awareness: believe you are an exceptional employee

? Steve Curtin in the introduction to the story of "assembling dolls" is always impressive, if you do the work is like assembling dolls on the assembly line in the factory, "take it out, bang on it, tighten it .... . until the end of the day." Then your service will never be able to match the word "excellence", dull mechanical, lack of personalized behavior in factories or warehouses may be reasonable, but in the service industry, will only make the customer feel indifferent, mediocre and routine, and such a service, it is impossible for customers to leave a positive impression for a long time.

? Often, exceptional service is not actually generated by any big, earth-shattering event, but by the positive impression that comes from doing a lot of small, subtle things well. And these little things are what make for a great experience, thanks to the initiative, enthusiasm and creativity of the employees.

? I have seen a foreign store training Santa Claus live teaching chart, written on the blackboard how to become a Santa Claus law, three "DON'T": can not kiss the child, can not over-promise, can not have no patience; three "DO": always keep a smile, keep clean, and the most interesting is the third! --Believe that you are the real Santa Claus. This guideline applies to the training of Santa Claus, but also applies to different scenarios in different industries. The first step to successful behavioral change is awareness, and by believing that you are an exceptional employee, you can truly create exceptional service.