Business Success Through Service Excellence
Including a series of case studies, as well as a service excellence questionnaire, this guide identifies the key ingredients of service excellence and shows how leading companies have achieved success.
TABLE OF CONTENTS Business Success Through Service Excellence
CragRats
Introduction
On 30 August 2001, the audience gathered at the Savoy for the annual ceremony of the Unisys/Management Today Service Excellence Awards and waited with baited breath to learn who would take the coveted prize for the year s Overall Winner. The name read out to enthusiastic applause was not one of the large national companies or household brands present that day; instead it was CragRats, a business founded 10 years earlier by a pair of former schoolteachers, and specialising in the use of theatre for communication and training. The Yorkshire-based company s submission had been in sharp contrast to many of the other leading contenders: where the others used systems, processes and reams of data to demonstrate the quality of their service, CragRats strengths appeared to be founded in an altogether more natural and intuitive relationship with both customers and staff. But this is just one of the many ways in which CragRats has shirked convention. For this is an arts company that operates without subsidy and is run as a profitable commercial enterprise; it is a business set up without anything recognisable as a business plan, without investors or advisers; and CragRats has also invented its own market without recourse to market research, yet with a surefooted instinct that seems to defy many of the rules in the marketing textbooks. The pressing question for many who have first-hand experience of CragRats is whether the lessons it provides can be readily taken on board in larger organisations.
Starting out
CragRats...
Copyright Moira Clark and Susan Baker 2004 under license agreement with Books24x7
