Cover Story
Down to a science
How The Shamrock Cos. Inc. measures customer service
Smart Business Cleveland | June 2010
Robert Troop, CEO, The Shamrock Cos. Inc.
Robert Troop is gung-ho about customer service. No, really, that’s the name of one of the guiding philosophies at The Shamrock Cos. Inc., where Troop serves as CEO. Gung Ho! is a constant reminder for employees to take charge of achieving goals.
When it comes to customer service at the company, which specializes in marketing communications and project management, that goal is turning every client into a “Raving Fan.” Achieving that means exceeding customers’ expectations — or, in Shamrock’s terms, delivering plus one. That doesn’t just happen through superior day-to-day performance but through efforts to continually improve processes and push the envelope of service.
Shamrock has developed a statistical method for continuous improvement, called the Problem Solving Analytical Technique. Shamrock identifies a problem and the reasons for the problem, measures occurrences against possible causes, determines the root cause, implements corrective actions, and then monitors results to ensure the action is effective. That process is supplemented by “Raving Fan Feedback,” where customers can report anything subpar about the service — from the way the phone is answered to the product they receive.
Shamrock employees use RFF data to monitor, manage and remedy customer service, analyzing weaknesses to improve the overall system. As a result, customer service metrics like on-time performance and quality have improved across the board.
But service goes beyond metrics at Shamrock. It’s also about the little things like personal notes, phone calls and visits from the executive team, showing customers how important they are. That message is echoed through camaraderie-building events like an annual golf outing and other activities.
To top it off, employees in every role work with the customer in mind. With philosophies like Gung Ho! and other training, employees are empowered to assist customers with both routine and unusual requests so every contact delivers plus one.
How to reach: The Shamrock Cos. Inc., (440) 899-9510 or www.shamrockcompanies.net
