Servicemark
Welcome to Servicemark, the Service theme of Quality at Heart, the Regional Recognition Model for tourism, leisure and hospitality businesses in the Heart of England.
Servicemark aims to boost your business by helping you to deliver exceptional customer service. Organisations which attempt Servicemark recognise the commercial benefits of delivering quality customer service.
Just look at these independent statistics – they make compelling reading:
- Reducing customer defections can boost profits by 25-85%.
- In 73% of cases, organisations made no attempt to persuade dissatisfied customers to stay; even though 35% said that a simple apology would have prevented them from moving to the competition.(Source: NOP)
- 68% of customer defection takes place because customers feel poorly treated. (Source: TARP)
- A 1% cut in customer service problems could generate an extra £16m in profits for a medium-sized company over 5 years. (Source: Henl)
- It can cost five times more to attract new customers than retain existing ones. (Source: TARP)
- Where there is high customer satisfaction, on average, bills are paid at least 14 days earlier than where there is poor customer satisfaction. (Survey of 3,000 businesses By PRice WaterHouse Coopers and University of Bradford)
Clearly, delivering quality customer service is the way forward for any service provider. Participating in Quality at Heart and attempting Servicemark is a sure-fire way to enhance this vital aspect of your business.
Why Servicemark?
Servicemark boosts your profile with your customers and the public - it clearly demonstrates your commitment and gives you a solid framework within which to improve your customer service levels and so increase your bottom line.
What is Servicemark?
Servicemark is the Service theme of the Quality at Heart Regional Recognition Model. It gives you access to training and has formal methods for both recognising success in your company and using your service quality as a marketing tool.
The Servicemark 'smile' logo is a nationally Registered Certification Trademark and it demonstrates your commitment to your customers in a clear and simple way.
Who is Servicemark for?
Servicemark through Quality at Heart is aimed at tourism, leisure and hospitality businesses in the Heart of England, from sole traders right up to those with 249 employees. We also have a special scheme designed for those businesses with 250 or more employees, and multi-sited service orientated organisations. Please contact us for further details.
The Servicemark Levels of Recognition
Servicemark has a unique, formal system for recognising organisations which have achieved the very highest standard in customer service - this is the National Customer Service Standard. Applicants should apply for the level that best reflects the standards within their organisation. The organisation can also use the criteria to plan customer service improvements and reach higher levels at a future date.
Which level of recognition?
Bronze
This level demonstrates a commitment to meeting the needs of customers. Organisations at this level will utilise feedback and monitoring to continually improve the service offered.
Silver
A high level of customer service and structure is evident. Plans are already in place to improve standards and structured training and other activities are already in place.
Gold
This level indicates an organisation that has extremely high levels of customer service, and an organisation that is regarded as an example of best practice. Gold level organisations set a benchmark for other organisations to follow, and are instrumental in raising standards through sharing best practice.
The Process
Detailed information on the step-by-step process of application for Servicemark recognitiopn is available on the How do I achieve recognition page.
In brief, organisations compile a portfolio of evidence to support their application and present it to the Recognition Panel. They are assisted in this by their designated Quality at Heart Executive. A mystery shop also takes place and the findings form part of the application to the Recognition Panel.
How much evidence should there be in the portfolio?
It is the intention that attempting Servicemark recognition should not be bureaucratic or cumbersome. Servicemark does not expect glossy evidence to enhance an application. The focus of the recognition process will be on the content of the evidence and outlook of the organisation.
As a guideline, Servicemark does not expect or require any more than one box file or lever arch folder of evidence, and would certainly accept significantly less, providing the responses are clear and justified. Answers should be typed and clearly numbered. The evidence should be either referenced or indexed so it is easy for the assessors to relate it to the questions. When examples are required, a minimum of two and a maximum of four will suffice.
What sort of information should be provided as evidence?
This will vary from one organisation to another. Guidelines are available, but it must be stressed that these are only prompts and each organisation may have far more or far less information to include in their application.
Servicemark Training
A number of training opportunities are being developed - please contact the Quality at Heart Team for information. The training events and seminars will help members develop skills and practices that will help them to achieve recognition.
Annual Customer Service Conference
Servicemark runs an annual full day Customer Service Conference featuring high profile speakers from major national organisations. It offers insights into how various types of businesses handle their customer service issues. The conference also regularly features presentations from the year's new National Customer Service Standard holders.
News and PR
Servicemark works closely with the Quality at Heart Team to ensure that you receive regular updates and stories through the Quality at Heart newsletter and via the Quality at Heart website - www.qualityatheart.co.uk
Press releases and case studies will be prepared which can help you gain PR and press coverage, thereby helping you to promote your business.
What do we do next?
If you would like to know more about Servicemark, or the other two Quality at Heart marks (Businessmark and Peoplemark) please contact the Quality at Heart Team (see Contact Us page).