The KCRC's 'Go the Extra Mile service excellence programme' has made it a finalist again this year.
Delivered to frontline staff between January and March 2006, the Go the Extra Mile (GEM) programme was developed in-house to meet and exceed the ever-changing and more demanding expectations of customers choosing to use the KCR in an increasingly competitive market.
'We understand that we have to further focus on staff behaviour so as to not only provide excellent service standards but to bring customers a distinctive travelling experience. To achieve this, we launched the corporate-wide GEM programme,' said Katy Lam, general manager, quality and organisational development, at Kowloon-Canton Railway Corporation.
Ms Lam said three best practices were at the core of GEM: a holistic design, service champions and the commendation card programme. Holistic design involves a non-traditional classroom approach that includes pre-workshop learning, a service excellence workshop and individual service enhancement action planning.
Pre-workshop learning involved the issuing of best practice guidebooks to all staff. Staff reviewed the book and completed a pre-course assignment. This enabled staff to re-learn the service standard and understand the background of the campaign.
With awareness, attitude and behavioural change of staff identified as critical issues, service excellence workshops were carried out. In total, four facilitators conducted 100 training workshops for more than 2,300 frontline staff.
At the end of the workshop, each participant had to prepare an individual service enhancement action plan. 'This paved the way for achieving behavioural change at work,' Ms Lam said. Participants were invited to speak about customer service. 'Participants found that by hearing these personal success stories from their peers, they understood more about the GEM spirit and recognised its relevance to their job and duty.'