CWLP - Stories

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Read stories of enterprises embarking on workplace learning – their challenges and achievements.

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Far East Flora

Setting the Stage to Enhance Customer Service Quality

Background

As e-commerce customer expectations constantly shift, exceptional service becomes crucial for businesses to flourish. For Far East Flora, delivering an outstanding customer experience isn't merely an aspiration, it's indispensable.

In today's digitally driven landscape, where consumers have myriad options, ensuring a seamless and delightful customer experience is crucial for sustaining loyalty and driving growth. This is especially important in industries where personalised, efficient, and responsive service can significantly impact customer satisfaction and retention.

At a Glance

In the world of lifestyle products and services, providing exceptional service isn't optional, it's essential. This is especially true for businesses like florists and gift-givers, where emotions are often strong, and the quality of service can significantly impact a customer's entire experience.

In pursuit of this, Far East Flora embarked on a workplace learning project as a member of the Learning Enterprise Alliance (LEA) with the IAL’s Centre for Workplace Learning and Performance (CWLP) in 2023, representing the National Centre of Excellence for Workplace Learning (NACE@IAL) aimed at enhancing its service quality. Through strategic interventions and targeted workshops, the company sought to create and deliver a shared, consistent customer service vision and standards across its various business units.

What Are the Key Success Factors in Customer Service Excellence?

Source: Article by Qualtrics, titled “Customer expectations: 7 types all researchers should understand”.

Transforming the workforce through the NACE@IAL consultancy initiative

Far East Flora's participation in LEA with IAL’s CWLP allowed the company to make significant strides in enhancing its service quality. By leveraging strategic interventions and targeted workshops, the company aimed to create and deliver a shared, consistent customer service vision and standards across its various business units.

Read on to find out more about Far East Flora's transformation journey in detail below.

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We chose your kind organisation because of the commitment to innovate aligns with our projects goals. The established reputation will significantly boost our project’s visibility and success.

Mr. Ryan ChiohManaging Director

The journey for our project team has been incredibly rewarding. There were challenges we faced, valuable lessons learnt and successes celebrated together. As we reflected on this journey, we are proud of the dedication and collaboration that brought us to this point.

Looking forward, the team is excited about what lies ahead. We plan to leverage on the knowledge and experience gained from this project to fuel future endeavours.

Ms. Shayner ChiohDivision Head, Operations & Marketing

I feel positive that we are working with other Far East Flora’s entities on a common service goal.

Our team members from my entity also feel encouraged and glad to be a part of this team and project.

We also appreciated the opportunity to be able to work with other teams and other departments and business units.

Ms. Stella LlewellynManager, Customer Service

Identifying existing performance gaps

To address the need for a shared and consistent customer service vision and standards across different business units, the project team at Far East Flora embarked on a comprehensive assessment to pinpoint existing performance gaps within the realm of customer service.

Based on the interventions deployed, the team identified the following gaps:

Opportunity for Establishing a Consistent Customer Service Vision and Standards: Far East Flora has the chance to create and deliver a shared, consistent customer service vision and standards across its different business units. This initiative can unify the company's approach to customer service, ensuring a seamless and positive experience for customers regardless of the touchpoint.

Potential for Empowering Supervisors and Managers in Coaching: There is an opportunity to equip and enable supervisors and managers to coach their staff effectively on service performance improvement. By providing them with the necessary tools and training, Far East Flora can foster a culture of continuous improvement and excellence in customer service.

Potential for Implementing Robust Customer Service Tracking Methods: Far East Flora has the opportunity to develop and implement effective methods for tracking customer service performance in real-time. This initiative can provide valuable insights into customer interactions, enabling the company to identify trends, areas for improvement, and success stories promptly.

Opportunity for Enhancing Recognition for Customer Service Champions: While there is a recognition scheme for customer service champions in place, there is potential to enhance it further. By strengthening the recognition program, Far East Flora can motivate and reward employees consistently for their dedication to delivering exceptional customer service.

These gaps were addressed through the development and implementation of the Customer Service Toolkit and coaching sessions, leading to significant improvements in service performance and customer satisfaction.

Integration of workplace learning interventions

After the identification of gaps above, the project team at Far East Flora, together with IAL’s workplace learning consultant, worked together to co-develop and implement the following:

Diagnosing customer service gaps and opportunities within the organisation.
Conducting workshops to develop a shared customer service vision and standards.
Creating a Customer Service Toolkit comprising vision, standards, performance indicators, tracking methods, and a recognition scheme.
Providing coaching for mid-managers to enhance their coaching skills.
Delivering workshops and coaching sessions to frontline staff and managers.
Implementing a structured framework for tracking customer service performance.

Scaling up on the workplace learning imperative

At the end of the project with IAL CWLP, Far East Flora was able to achieve the following outcomes:

Far East Flora achieved an impressive average score of 4.66 out of 5.0 in service performance since the implementation of the customer service vision and standards.

The organisation received commendation through 2 letters of compliments, indicating a positive response from customers.

Approximately 50 employees were impacted by this project, benefiting from the enhanced customer service initiatives.

The LEA project with Far East Flora aimed to create and deliver a shared consistent customer service vision and standards across different business units while equipping supervisors and managers to coach staff for service performance improvement.

What's next for Far East Flora?

Following the successful implementation of their customer service vision and standards, Far East Flora aims to continue building on their achievements by further refining their coaching processes and expanding the reach of their customer service toolkit workshops. They plan to leverage the knowledge and experience gained from this project to fuel future endeavors, ensuring a continued commitment to innovation and service excellence.

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