Customer Service in a Matrix

Customer Service in a Matrix

When you think about customer service, you probably don’t think of a matrix. However, author Derek Williams suggests that very thing—putting customer services for your building tenants in a matrix.

In the general session of the 2013 Every Building Show, Londoner and author, Derek Williams, shared a matrix from Ron Zemky’s book,  “Tales of Knock Your Socks Off Service: Inspiring Stories of Outstanding Customer Service”.

The matrix defines the “Y” axis as outcomes and the “X” axis as processes.   Outcomes describe the customer’s emotional experience. Processes describe what you did to deliver the services. In creating outcomes, your customer’s expectations are either “NOT MET”, “MET” or at the top, “VALUE ADDED.” In terms of your process, customers will be either “DISSATISFIED,” “SATISFIED” or “DELIGHTED”.


Using the matrix, you can determine what is likely to happen with your tenants or customer base. If you are not meeting their expectations and your customer is dissatisfied with your processes, then your customers will ultimately leave. If you are merely meeting their expectations and they are satisfied with your building services, you might think you are safe. But in actuality, they are looking for a better deal and you are at risk. The only way to realy secure a building tenant is to make sure their outcome is replete with added value and that your processes are delighting them.

So the next time you think about your customer, think about a matrix. Determine if your customer is leaving, at risk or an advocate for your service.

Marc Collings

Senior VP of Sales and Marketing at Varsity Facility Services
Marc Collings is Varsity's Vice President of Marketing for Varsity Facility Services. Marc oversees the company's growth, branding, positioning, customer support and analytics. In this role, he has positioned the company as a customer solutions leader for lowering cost and improving quality. He also led the company-wide rebranding and strategically positioned the company as a sustainability leader, serving on a committee for the EPA, obtaining the Ashkin Group award for sustainable leadership, leading Varsity's CIMS Green Building certification with honors, and developing Varsity's S.H.A.P.E. sustainability strategy, which improves service results along five dimensions: Safety, Health, Asset Preservation, Productivity and the Environment.

In 2011, Marc's team won the large company category, "Best in the Industry" marketing materials from the Building Service Contractor Association International (BSCAI). Marc also directs Varsity's proposal writing, sales process and tools development, marketing campaigns, corporate website SEO performance and customer support center.

Marc has spent his career developing strategic capabilities that enhance value to customers and the company. A Lean Sigma Green belt himself, he developed the company's Lean Sigma offering, providing an innovative solution to customers' need to lower cost while raising quality. He led the development of JanOPS, an industry-leading janitorial operating system, which brings standardization and service consistency to large campus and geographically disperse national accounts.

Prior to this position, Marc was responsible for strategic management at Varsity. He has initiated or directed multiple strategic technology initiatives, ranging from a corporate website, a corporate intranet, a web/smartphone based quality control system, a learning management system, a corporate content manager and knowledge wiki, deployment and customization, and an Android app which facilitates the GROW sales process he has developed.

Marc is the author of several leadership and management training manuals, field guides, marketing collateral and case studies. He speaks Portuguese and Spanish and holds a bachelor degree in English/Technical Writing and a Masters of Business Administration in Finance from Idaho State University. Marc enjoys mountain biking, skiing, fishing and golf. He is happily married, and he and his wife Victoria enjoy raising and spending time with their four children.

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