P.S Training- Mr. Frederick Forde, Director Office of Public Sector Reform- Mr. Michael Archer, Mrs. Patricia Taylor- Service management Consultant, Mr. Winfield Cummins - Chief Security Officer (Defence & Security), Staff of the Office of Public Sector Reform and the Prime Minister’s Office, Members of the media, Participants, Ladies and Gentlemen:

I welcome this opportunity to give an introductory address at this very timely workshop in which members of the Security Guard Service are being exposed to Customer Service Awareness Training from a security perspective. I say timely, since it comes at a time when new emphasis is being placed on the critical importance of effective interaction between those giving and receiving service, bearing in mind the vision for Public Sector Reform, i.e. “To transform the Public Sector into a dynamic organisation providing high quality service at minimum cost, building the capability of public servants, promoting the competitive development of Barbados and improving the living standards of its people.”

This workshop is also coming at a time, when much discussion is taking place on the creation of a Caribbean Single Market and Economy, which will challenge both the private and public sectors to raise their level of efficiency and place greater emphasis on customer service within and across national boundaries. It must be said that it will not be business as usual.

My comments are equally relevant for every area within the public and private sectors.

The Office of Public Sector Reform realises that employee loyalty, teamwork and customer service are essential ingredients for continued growth, and the officers are therefore relentless in their efforts to increase focus in these areas. Excellence in customer service is the single most important factor in determining the future sustainability of public sector reform.

To emphasize the importance of Excellent Customer Service – An interesting statistic which you participants should bear in mind is that 80% of loyal customers when interviewed during a Survey in the USA said that they remained loyal because of how they were treated and not because of the product or service they were buying.

Conversely 68% of customers who defected said it was because of an attitude of indifference on the part of the particular service provider.

Therefore in this context, security must take on a new and more challenging dimension.

The concern that citizens are also customers, who must be served well, has become a matter for debate in all contemporary public sector reform movements. To this end, the Office of Public Sector Reform has introduced the Customer Charter programme within various service-driven Government Departments as a mechanism for creating a customer-oriented focus within the Public Sector. This programme comprises several components including the establishment of service standards, convenient and timely service delivery, improved waiting facilities, a complaints and redress system and means of gathering feedback from customers for the purpose of service review and improvement.

Greater public demand for efficiency, friendliness and accountability, has forced public sector service providers to change their approach to the whole notion of quality customer service. When a customer enters a government establishment, the Security Guard invariably becomes the point of first contact and he or she needs to be reminded that their central role is a facilitatory one. Consequently, no opportunity should be spared in extending a friendly greeting and a helpful guiding hand – whilst at the same time remaining alert to any threat to security.

Gone will be the days when persons believe that conducting business in government departments is too burdensome and that the officers are unapproachable and unfriendly. In this customer service-driven age Security Guards must demonstrate the kind of integrity and resilience which is so vital if the present trend is to be reversed. The Guard must now be seen, not as a mere “para-legal or law enforcer” in uniform, who is there to scare off would be offenders, but rather one who is able to recognise customers’ needs, desires, and expectations, and move with dispatch to accommodate them.

This therefore raises the question. What are the basic qualities that should make the Security Guard standout? Permit me to identify a few of these which I am sure the guest presenters will treat in greater depth during this two-day workshop.

In the first place, the security officer should be pleasant without compromising the serious nature which his job entails and greet the customer with a “Good morning” or whatever greeting is appropriate for the time of day. A courteous greeting immediately establishes a relationship with a customer, and demonstrates that their needs are considered as being important. This attitude ought to be apparent throughout the entire interaction. As the customer leaves, they should be thanked so they know that their business is appreciated by all levels of the organisation, with whom they come into contact.

As security officers, personal appearance is extremely important in determining the way others see you. Customers judge organisations by the appearance of its staff and first impressions are invariably lasting ones! Appearance refers to such things as the manner of dress, posture, facial expression and body language, the ability to maintain eye contact and other attributes, which contribute to overall image.

Security personnel must be dependable: These individuals must come to work on time and be willing to accept new challenges, and if necessary go the extra mile.

They must develop a caring attitude: It is about putting yourself in someone else's shoes. Remember that at some time or another you yourselves will become customers as well, so simply think customer. It is about focusing on people and not merely systems, procedures, rules and regulations. More than anything, caring is not about introducing bureaucratic procedures when all you really need is someone who cares and is willing to assist. Care enough and you could discover a sense of inner fulfillment from having a job well done. Caring is a core competence which leads to improved customer responsiveness. If you care, then it will surprise some people and astound others. Simply put, you should be forward thinking enough to care!

It is indeed a very sad commentary that there is in contemporary society embarrassing evidence of mediocre customer service delivery. Hence when any person makes a genuine effort to demonstrate a high degree of excellence, it augurs well for the sustainability of the organisation and gives it the necessary competitive edge in its particular business environment. Serving the customer well is the absolute key to on-going success in public sector reform and gives meaning to the notion of “Making Barbados Work Better.”

The effectiveness of our Customer Service Performance depends on people and processes. Our staff must be enthusiastic about their work, be seen to be involved, must listen to the customer and must be empowered to act to make it all happen.

The processes we have in place must be capable of recognizing points of tension within the system, any friction that is highlighted, and which will certainly arise from time to time, must be removed. Department must work together, information must be shared quickly, and service levels must be agreed.

Staff training is a key and essential ingredient, and the Office of Public Sector Reform must be congratulated for organizing this workshop to ensure that our security guards are seized with knowledge that will allow them to do their jobs better.

I therefore wish to leave with you what are considered the Nine Ways to build customer loyalty, as well as excellent customer service:
1. Care about your customers as people
2. Understand their points of view
3. Service their human and business needs
4. Thank and appreciate them for their business
5. Offer helpful information
6. Manage their business queries efficiently and in a timely manner
7. Emphasize and genuinely listen to their concerns
8. Respond and help resolve their problems, and finally
9. See customers – which in your case as Security Guards represent the public you serve – as the reason for the existence of your job.

Finally offering excellent customer service starts with each and every one of us. We individually make a difference, therefore let us commit ourselves to accepting our respective responsibility to offering the customer the very best service possible.

Ladies and Gentlemen again I thank the organisers for the kind invitation to address you this morning, it now gives me great pleasure in declaring this workshop officially open.

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