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Thai companies 'need to evaluate service strategies
While the service industry is growing rapidly in Asia, very few local companies can get recognition due to their service differentiation, tolerant staff and leadership.
George Quek, director of Singapore-based training and consulting firm Distinctions Asia, recently said that many local companies lack differentiation and leadership skill. Many companies imitate each other as they forget what their fundamental service is.
A good example of that is the banking industry because many local banks have copied other's services and got caught up with providing everything for everyone, he said.
"There is no such thing as good service. There is only the right service," Quek said, adding that each firm does not need to provide the same service. It really depends on its target customers and markets.
"At MK Restaurant, you expect service to be fast. However, customers do not want fast service at a French restaurant in the Oriental Hotel. They come to enjoy the French dining experience," he said. To create the right service strategy, companies have to ask themselves three questions: Can they become good at it? Can they make it profitable? And is the market very competitive?
While Thailand has a personal touch quality that is good for the tourism industry, it still lags behind Singapore and Hong Kong in being chosen to become a business partner as its services are less efficient and slow.
"Thai companies have tolerant and patient employees but they need to redesign the work process and start to use high technology if they want to become number one," he said.
Another key to excellent service is leadership. An excellent service leader is hard to find in Asia because the culture has established the class system and seniority. MK Restaurant has learned to employ all service aspects. Its leader goes to work with the floor crew and creates a mindset of being customer-friendly and efficient.
Add hi-tech, such as PDAs to jot down orders, and the wait staff become more alert and the restaurant is able to guarantee good service.
Quek has trained, coached and consulted more than 3,000 executives and leaders from over 80 organisations throughout Asia-Pacific - including Kasikornbank, AIS, Sasin Graduate School, The Pizza Company, and Siam Cement Property Services - in the last five years.
Quek started up a presence in Thailand last April and launched the Thai version of English-language pocketbook called "Borikarn Duay Jai Tee Mai Thammada" (Service Unusual) in Bangkok last month. Providing the right service has a lot to do with culture. And as he has a better understanding of Asian culture, his book will give readers another perspective with its use of Asian examples.
"Service management is both an art and a science. It requires a holistic and comprehensive approach that considers components like people, process and service leadership," he added.
Theeranuch Pusaksrikit
The Nation
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