The A.C.E.S. Model Of Exceptional Customer Service

The A.C.E.S. model of exceptional customer service iswas empowered with wealth of technical resources
a simple pneumonic and diagnostic tool that will helpclose at hand. But he could not fix my problem in a
you evaluate your company's ability to deliver servicetimely manner. In the end, it took 2 hours to solve a
to the customer. Once you have your diagnosis, youproblem that a more competent person could have
then know where to apply corrective measures ifsolved in 20 minutes . I have been a loyal customer
needed.A.C.E.S. helps employees focus on the threeof Dell largely because of their tech support, but their
component parts of customer service. This modelcompetence is deteriorating, and I am beginning to
complements my 4 (and 7) laws of exceptionalre-evaluate this position.If the employee is new, it
customer service.The ACES model is a simple formulamay just be a matter of training. If training has been
Attitude + Competence + Empowerment =supplied and the employee is not becoming more
(exceptional) ServiceThe first component, Attitude,competent, it is most likely a poor fit with the
contains the attitudes and beliefs that are required tojob.Position 3 is common with people who are often
provide excellent customer service. These include thelabeled as having low emotional intelligence. In fiction,
basic imperative of providing service to others (asthis is often the crotchety engineer who can fix
oppose to oneself), of improving the customer'sanything, just keep him away from other people. A
condition, that problems are opportunities to excel,person who is often in this position may not be the
that positive energy and good humor are essential,most appropriate person for customer service. This
and so on. The attitude factor can be assessed attype of person may benefit from personal coaching
macro and micro levels including: the corporateto help shift his or her attitude about the importance
culture, the overall workforce, the general tendencyof Attitude. When someone is stressed and having a
of a given person, or the specific communications"bad day" they are often in position 3 for a brief
during an interaction.The second component isperiod of time.On a macro level, position 3 describes
Competence. A positive attitude is only a consolationa company that values competence and empowers
prize when competence is low. Many decades ago Iits people to succeed, but does not value customer
was a new waiter at an upscale restaurant. A patronservice enough for people to experience Exceptional
asked me if there was mayonnaise in the CaesarCustomer Service. Now many companies talk about
salad dressing. I checked with the chef and was toldthe importance of customer service, but go no
there was no mayonnaise in the dressing. He orderedfurther than platitudes. A colleague of mine worked
it and proceeded to have a tremendous allergicat a major metropolitan hospital. There were many
reaction. I had a great attitude, but I was less thansigns around the building touting the importance of
fully competent. The dressing was made fromthe patient and the how the hospital was committed
scratch. No mayonnaise was added, but it was madeto delivering the highest quality of service.
with the same ingredients, eggs and oil! A competentUnfortunately this was often an empty promise. For
food server would have known better. For thatinstance, on the oncology unit the doctors were
matter the chef should have known better asrarely forthright with patients. Nurses had to go
well.Employee competence is largely derived fromaround doctors' backs to communicate more openly
intimate knowledge with all aspects of the productwith patients and family. There was little teamwork
and/or services being offered. I live in Pennsylvaniaand so on. Hardly the state-of-the-art in care.Finally
where you can only buy wine in state-owned liquoronly at position 4 do we really attain high quality
stores. While it has gotten somewhat better incustomer service. On a personal level, each individual
recent years, most sales people in these stores couldmust empower themselves to cultivate a positive
not describe the difference between a Chardonnayattitude of service and competence. Empowerment
and Ripple! I therefore do most of my wine shoppingalso means being willing to take a few judicious risks.
in another state.In certain jobs, competence in theThe flight attendant I mentioned earlier
job also requires the ability to handle people. I was ondemonstrated a personal use of all three
a USAirways flight that was fully booked. A man adimensions.At the macro level, position 4 describes an
few rows behind was angrily attempting to jam hisorganization with a true cultural attitude of
suitcase into the overhead bin. He was so aggressive,service-to-others. It often requires significant
that it looked like he was going to destroy the door.corporate courage to move into this level. It requires
The other passengers watching him began to look afacing the truth about how the organization is not
little nervous. The flight attendant arrived and, in theimplementing important values. IT requires spending
most perfect tone of voice (combining humor andnear term money for longer term goals. The
boundary setting) said, "Are you trying to break myorganization makes sure its staff and systems have
airplane?" The man immediately stopped and allowedthe competence to act on the attitude, and that
her to take care of his suitcase. Not wanting to misspeople are actually empowered to use their
an opportunity at friendly jousting with such ancompetence. Furthermore, the interaction effect of
obviously talented person, I said, "Excuse me, but arethe convergence of these factors is highly
your planes that easy to break?" She smiled andself-reinforcing. Working in such an environment
retorted, "Don't worry honey. They give us lots ofcultivates an even more positive attitude. Employees
duct tape. You can use duct tape for everything."are motivated from within. Company morale is high.
(short pause) They even use it at the Miss AmericaCompanies that inculcate and empower their
Pageant." Now THAT is competence in handlingemployees usually raise the bar of competence to
people.On a more macro level, it is important that thehigher and higher levels. Companies that would be
systems and procedures of a company areexamples of this are Disney World Theme Parks,
competently designed to provide the exceptionalCostco, and Enterprise rental car (see my article on
service. Netflix is an example of an incrediblycomparing and contrasting recent experiences with
competent system for renting DVDs. You do notEnterprise and Sears)If customer service levels are
have to leave your house. They come in the mailnot at the desired goals, the A.C.E.S. analysis provides
they are returned in the mail. If there is any problem,a rapid way to zero in on the problem. You can ask
you simply contact Netflix on-line and it is taken careyourself, "Where am I on this chart most of the
of (at their expense). The system is designed sotime?" Do I need to update my competence in
that the incentive to get the most for your moneysomething? Have i gotten so focused on making the
actually supports the efficient returning of thesale to make money that I am no longer focusing on
DVDs.The final component of A.C.E.S. isthe customer relationship? Do I feel dis-empowered
Empowerment. Generally this is a structural issueto provide great service. The manager or leader can
within the company. Employees must be empoweredask, "Where is my sales force most of the time?"
in terms of proper training as well as actual power toWhat has changed in the ACES model that accounts
solve problems. The main question to answer here is,for the drop in customer service in the XYZ
in what ways are employees able to resolvedepartment? Is there a change in the market place
problems on the spot so that the customer feels likeso that people are no longer competent? Is there a
his or her needs come first (Dr Bob's 2nd law ofnew manager that is dis-empowering people? Did we
exceptional customer service). Any employee at thehave a huge turnover of people so that now 34% of
Ritz Carlton is empowered to spend up to $2500 tothe department has not had the company training?
solve a guest's problems. The result is that a guestDo we talk about an attitude of taking excellent care
feels like he or she is a queen.As shown in theof our customers, but fail to take excellent care of
diagram on the right, there three possible situationsour employees so the corporate attitude of
where a person or company has only one quality.excellence of customer service is not manifested in
There are three possible intersections of twoits employment practices? Customer Service is not
qualities, and one point where all three qualitiesrocket science. But, it is not necessarily easy to
intersect. The single quality points areexecute at high levels. It takes courage and honesty
self-explanatory. So, I will not describe them here. Atto look at where you are. And, once you know
intersection 1 we have a good attitude pluswhere the problem is you are halfway to a
competence, but not empowerment. Here ansolution.Dr Robert Schwarz is a consultant coach and
employee knows how to do something and has aspeaker. He is passionate about improving the
great attitude, but somehow is not empowered toperformance of individuals and companies. His mission
do it. This situation can exist when there is a pooris to sponsor and promote the creative potential and
manager in charge of competent, motivated people.generative powers of individuals and organizations to
It is often depicted in movies of the hero who wantsmaximize sustainable performance and well-being.
to do it, can do it, but is prevented from doing it byCEOs, managers, business owners and line workers
the system. In real life, this is the situation we havewho are inspired perform better. Organizations and
all faced when a service person says, "You areindividuals that perform up to their true potential in
completely right, this is not fair, but the computerproviding value and service to others are more
system will not let me fix your problem for you." If itfulfilled and more profitable.With 24 years of
is a chronic problem, people in position 1 generallyexperience as a businessman, psychologist, consultant
become demoralized. Another scenario is moreand coach working with thousands of people, Bob
personal. An employee may not be assertivebrings a wealth of experience in improving human
(self-empowered) enough or willing to take anperformance. His trainings are full of energy, humor
appropriate risk, even if he or she really does haveand thought provoking content for immediate use
the competence and authority to do so.Position 2 is aand long-term sustainable growth. He presents
situation where an employee has a great attitude andtrainings internationally on topics including, leadership,
the system actually does empower him or her, butcreativity and gender communication differences,
the employee is not sufficiently competent. Mycustomer service, advanced approaches to stress
recent tech support call to Dell is a good example.management and work life balance to government
The tech had a wonderfully pleasant attitude andagencies, businesses, and associations.