EXECUTIVE OF THE YEAR: - Customer Service Institute of Australia

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!!April 2011
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Strengthen your organisation with a CSIA Certified
Complaints Management System
Achieving Australia’s only ‘Complaints Management System - Internal Auditor’ qualification, workshop
attendees will be qualified to develop systems and implement industry standards for complaints handling
professionals within your organisation.
Sydney - Tuesday 7th June
Melbourne - Thursday 9th June
Brisbane - Tuesday 5th July
Perth - Tuesday 19th July
Adelaide - Thursday 21st July
Customer satisfaction - Guidelines for complaints handling in
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For further information about participating in the free one day workshop on complaints management or the

COVER STORY
REGULARS
!"#$%#$&
Letter from the Editor..................................5
News..................................................6
Icebreakers........................................10
Development......................................15
Book Review............................................24
Editor!s Challenge....................................28
Sue Sdregas knows a thing
or two when it comes to
implementing processes
and structures that create a
customer focused culture.
Optus has followed her lead
in becoming an army of “yes.”
Shhhhhhhh!.....................26
Secret shopper Lauren
Matthews is on the prowl.
YES MISS..........................12
PROFILE: MATT SMITH.................................23
He knows the challenges. He takes them in
his stride. Smith talks candidly about his rise to
become Director of HP!s Global Service Desk for
uations and the employee type he values most.
THE HAPPIEST PLACE ON EARTH 18
One man was present when the merriest place on Earth discovered
of Disney inc.
!!April 2011 "#$"%%"&$"!!! 6

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2
”Being fashionable doesn’t mean you have to buy
every passing trend in bulk.”
-Judith Wilson, Helium.com
3
GQ Magazine’s top ten most stylish men include:
Justin Timberlake (Pop Star, Actor, etc)
Mark Ronson (DJ, Producer)
Alexi Lubomirski (Photographer)
André Balazs (Hotelier, Scene Magnet)
Kanye West (Pop Musician, Aspiring Designer)
Sid Mashburn (and staff ) (Haberdasher, Southern Gentleman)
T.I. (World-class MC)
Glenn O’Brien (GQ’s Style Guy)
Jason Schwartzman (Actor, Indie Rocker)
Ed Ruscha (and son, Eddie) (Artist, L.A. Icon)
'9
"#$"%%"&$"!!!!!April 2011

4“Fashion fades, only style remains the same”
-Coco Chanel.
5
$94+"..$)%#$.#')#S/+"..#')#$94+"..^T#=0#()*#5))2#.5)44(A#
4")45"#1$55#-..*9"#'3-'#()*#-%/#()*+#C*.$%"..#-+"#
.5)44(#-.#1"55
Ulusaba Private Game Reserve is Richard Branson’s
über-stylish safari lodge located in the Western sector
of the Sabi Sand Private Game Reserve.
6
7
_$73-+/#Z5-721"55#7)94$5"/#3$.#5-.'#
1)+5/#0-9)*.#S1)+.'#/+".."/#5$.'T#$%#
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$%'".'$%-5#$%0"7'$)%
8
The fiat, an Italian brand stylish small car, is
back after a 27 year hiatus. It’s newest model
is called the Fiat Spa 500.
9
Add a splash of colour and mix clothing
textures to be more stylish.
10
Go to http://www.thelearningweb.net/personalthink.html
To understand your thinking style!
!!April 2011 "#$"%%"&$"!!! ''

&0%!.1')*%1$2(%
-Optus boasts an
Executive of the year,
award winning customer
values, and a wicked
sense of humour-
!"#$%&##'
by Milly Stilinovic
In 2008 Jim Carey graced the
silver screen in Peyton Reed’s
classic; Yes Man.The movie’s
plot sees a regular pessimist,
Los Angeles bank employee
Carl Allen, attend a “Yes”
seminar and alter his principles
by answering “yes!” to every
opportunity life throws at him.
This feature film, based loosely on
a true story, implies that Allen’s
dedication to the affirmative is
only brief. However at Optus
telecommunications the “Yes”
culture is part of their day-to-day
customer service mechanisms
and deeply ingrained in Optus’s
corporate culture.
According to Sue Sdregas, Optus’s
General Manager of Customer
Care Infrastructure, it was the
consensual nature of Optus’s
customer service that was the
secret behind their award-winning
success. “That ‘Yes’ represents an
emotional and personal culture.
We take it home with us. Even
my children are brought up with
the same values!” Sdregas beams
an infectious smile, similar to
the one she wore when holding
the coveted Executive of the year
trophy at CSIA’s Service Excellence
Awards in November 2010. “It is
pretty wonderful isn’t it,” she said.
The prestigious award, that graces
the Optus site in Melbourne, is a
memento that strong customer
values can result in award winning
success and sustainable growth in
the market place.
Optus, from December 2010, have
increased their net profit by an
additional two per cent and have
added 150 000 post-paid mobile
customers to their agenda. Now
in 2011, while competitors are
joining the chase for customers
and depleting their profit margins,
Optus continues to detect
increases to their customer base
and revenue. Research conducted
by Ovum research house indicates
that the outlook for Optus, in the
coming months, is looking quite
rosy. This achievement, according
to Sdregas, was made possible by
“Making sure our customers come
first.”
'8
"#$"%%"&$"!!!!!April 2011

Woman of the year
Sdregas has worked in the
telecommunications industry
for the past 19 years. She joined
Optus in 1996 as their Financial
Services Representative. “One of
the things that made my career
at Optus so rewarding is the fact
that my personal values and the
values of the company are in
harmony,” she said. Now fronting
the Customer Care Infrastructure
team Sdregas, along with a strong
support network, has managed
to spear-head the customer
focused values which resulted in
one national and six state Service
Excellence awards in 2010. “I have
never thought of it as one person
that has spearheaded this positive
culture. I may front it, but cultures
are always a group dynamic,” she
said.
Optus’s values revolve around
several key processes: Customer
focus simplifies the experience
of the customer and assures they
will be treated with the upmost
respect and dignity. “Our values
start as an ongoing dialogue with
our customers. To do that right
we made sure we understood that
customers weren’t a big bucket of
the same character. Listening to
an individual needs makes all the
difference,” Sdregas said. To bench
mark their customer satisfaction
Optus engages in daily contact
with their client base. “We need
to hear the good news and the
bad. This means we have a frank
and honest relationship with our
customers,” Sdregas said.
Challenger spirit encourages staff
to take calculated risks, stand
up to the status quo and seek
innovative ways to do business
with their customers. “Not only
is this something I allow, it’s
something I encourage. We will
always be a challenger brand and
we must never lose sight of that,”
she said. In the spirit of challenge,
Optus deployed a brand new
satellite for Australia and New
Zealand. The Optus 10, launched
in March, is the largest satellite
in the company’s expanding fleet
and Australia’s history. “Challenge
is part of our process. It leads us
to discovering new and exiting
levels,” Sdregas said.
Team work, Integrity and Personal
Excellence guarantees the Optus
employee will provide the client
with premium customer care
and receive, in return, the same
premium standard of work place
ethic. Optus promises potential
employees an environment “that
appeals to the very best people in
the industry and provides them
with a satisfying workplace.” It
lists several employee benefits
to “encourage our people to
achieve their best – personally and
Award Winner
professionally.” “It is important to
have that team dynamic and that
strive for excellent service, both
external and internal,” Sdregas
said.
Optus No!
Optus detected a five per cent
decrease in customer complaints
in 2010 and is continuing to
maintain a steady decrease in 2011.
However managing the demands
of roughly nine million broadband
internet connections, 11 million
land lines, and the increase of
smart phone and mobile internet
usage, there is bound to be margin
for error. Although the TIO has
audited efforts from Australia’s
larger telco’s and their handling of
customer complaints Optus, even
with it’s affirmative culture is not
free from scrutiny.
!!April 2011 "#$"%%"&$"!!! '6

As recently as April this year
Optus launched a commercial
pilot of femtocell technology,
a small cellular base station
designed for use in a home or
small business, with an aim to
boost its 3G network. The device
will plug into a customer’s fixed
internet connection and will
allow customers to make calls
or access the internet within a
30 metre radius. It is, at a cost
to the customer, an answer to
traditionally weaker indoor
signals. Although femtocell is not
a new technology, it was Optus
that introduced it to Australian
shores. Despite this leap in
innovation Optus fell under the
weight of public opinion. Some
were willing to bury Optus
under a barrage of complaints,
claiming Optus was “profiteering,
overcharging and compensating
for poor coverage.” Others have
called attention to the fact that
the towers are a “saviour and a
positive solution to 3G coverage in
a very real and immediate way, as
opposed to months or years-long
tower rollouts.” Sdregas, aware of
the level of scrutiny innovation
can bring, assures Excellence that
every complaint and compliment
is highly monitored and taken into
account. “We give our customers
a choice and listen to their needs.
With that comes risk. We receive
the news, good or bad. What
differentiates us from the market is
the ability to use the bad to create
good solutions,” Sdregas said.
She is aware of the twitter accounts
dedicated to tarnishing the Brand
and accusations of third world
coverage. She is also aware of
the many groups appointed to
praise the services of Optus. The
telco’s answer to all this was to
open all doors to communication
and embrace the social media
revolution.The ‘Yes’ mentality
at Optus is now branching out
to offer Optus customers even
further channels of communication
which will incorporate social
media platforms. “Social media is
a very dynamic way of having a
different type of dialogue with our
customers. Our customers want
more control and choice and we
believe passionately in giving them
that choice,” Sdregas said.
Quality over Quantity
Optus, as the second largest telco
in Australia, has strong aspirations
to become the leaders in customer
service excellence by increasing
availability and simplifying
information for it’s customers.
“For any large organisation sharing
information is always going to
be the greatest challenge. We
will be focusing on finding the
right information and presenting
it in the right way and, most
importantly, finding the seeds for
opportunity and change,” she said.
As an end note Sdregas ends with
a lesson to Peyton Reed on the ‘yes’
mentality.
“It is about staying true to who
we are as a brand and, more
importantly, what our people
want us to be. It’s in our DNA and
part of our identity. It’s the right
thing to do and something we
are very passionate about.” If only
Carl Allen, that unfortunate bank
employee, knew the dedication
and service excellence required to
say ‘yes.’
'X
"#$"%%"&$"!!!!!April 2011
Ready to answer all. Sue Sdregas during the interview.

-%3%'"0+%#$
B+I!*+!P1Q"!1!
Y-"1*!A/-)*!>,7-"))/+&
By Nina Jamal and Judith Lindenberger
The Relationship Between
Image and How You Are
Perceived
Since light travels faster than sound,
you are seen before you are heard.
This is why, before even uttering a
word your visual image will say a
multitude about you as an individual;
Your perceived level of intelligence,
Competence,
Affability,
Self-esteem,
Power,
Beliefs and
Success.
you represent; its philosophy,
culture, and standard of service.
You constantly send out silent
messages providing clues to both
existing and potential clients and
colleagues.
Based on these clues they take
their cues to either consider you
for a job or promotion, buying
your organisation’s products and
services...
The National Research Council
of Canada’s Caroline Dunn and
Lucette Charette found that People
are affected by your appearance,
whether or not they realise it,
and whether or not they think
appearance is important.
In short, your visual presentation
has consequences.
assessing people,” states Kathryn
Ricker, 30, Statistician, Educational
Testing Service, Princeton, New
Jersey.
“One of the concepts we talk
about is known as the ‘halo effect.’
That means that if we know certain
positive things about a person,
we tend to have a generally
positive impression of that person,
sometimes even in spite of evidence
to the contrary.
What I’m realising is that the halo
effect also extends to a person’s
appearance. If that is the case, why
not always have your halo looking
its shiniest” she said.
The Relationship Between
Appearance and Interview
Success
Employers are severely irritated
by inappropriate dress, mumbling
and even poor handshakes by job
applicants during interviews.
A recent study, conducted by an
asked businesses in the United
Kingdom what interview habit they
found most annoying and found
that over a quarter were upset by
unsuitable clothing or appearance.
Pamela Monticelli, 50, Senior
Recruiter for Sovereign Bank
in Tom’s River, New Jersey,
industry, which tends to be a more
conservative environment, what
a lot of the younger people don’t
understand is that we are looking
for someone to represent the
company,” she said.
Meghan Meyer, 31, Human
Resources Manager for The
Mercadien Group in Princeton, New
Jersey believes a comprehensive
and well designed resume will
get you to the phone screening
process.
“An articulate person, who speaks
sets, will land an interview. But it is
how you are perceived during the
!!April 2011 "#$"%%"&$"!!! '5

1960; The Great Debate sees Kennedy win due to impeccable appearances.
interview that will leave the lasting
impression,” she said.
The Relationship Between
Clothing and How you Perceive
Yourself
Besides being an external cue
affecting the response of others
toward you, clothing is also an
inner cue affecting your self-image.
Feeling good about how you look
can make you feel good about
yourself, thereby increasing your
personal presence.
At some time or the other we have
all experienced the emotional high
of a successful clothing purchase,
and when met with validating
compliments and supportive
attitudes from colleagues, our
overall energy level is given an even
bigger boost adding to that “feel
good” factor.
Karen Dixon, 42, Supervisor
for the The Mercadien Group in
Princeton New Jersey indicates,
“Dressing in a professional yet
stylish manner can give you a
that is exhibited to others through
your attitude and actions.”
The opposite is true when we just
don’t feel right about how we’re
dressed. The observer meets the
ensuing negative energy in kind,
potentially causing a further drain to
our self-image.
10 Thing Employees Can Do
Dress Appropriately.
In a more conservative environment
(banking, accounting, law,
etc.) dressing “alluringly” can
be perceived as “provocative,”
sabotaging your chances of
attracting the kind of attention that
wins you credibility. Likewise, in a
more artistic industry, dressing in a
dark coloured, boxy suit will cause
people to doubt your creativity.
industry and the situation, goes
a long way toward making you
feel like you belong with the team
and with that particular corporate
culture.
Dress Consistently.
Dressing appropriately one day
and inappropriately the next sends
mixed messages causing confusion
for yourself and the observer. Make
sure that the way you silently
present yourself is consistent with
both your professional goals and
your audience’s expectations.
Dress With Special Attention to
Colour.
Research shows that colour is a
very powerful communicator that
has emotional and physiological
affects on both the wearer and
the observer. These affects can
responses. To best use colour to
your advantage, determine what
your best colours are based on
your unique undertone, eye and
hair colour. You can then use this
knowledge as an invaluable tool in
putting together your professional
wardrobe.
Dress For Your Body Type.
Find out your body type and the
are too big or cut for somebody
else’s silhouette can make you look
disheveled.
Dress in The Best Quality You Can
Afford.
For the discerning wearer, “cheap
chic” can be felt, making you
uncomfortable with itchy fabric
wardrobe with quality rather than
'T
"#$"%%"&$"!!!!!April 2011

-%3%'"0+%#$
a longer life and therefore, work out
cheaper in the long run.
Dress With Finesse.
Never neglect to cultivate and
maintain impeccable grooming
habits. Little is more off-putting than
body and food odours, greasy hair,
overdone makeup, torn pantyhose
or socks etc. Your attention to detail
will show that you care about all the
components that make up the big
picture.
Dress It Up a Notch.
The more client-oriented your
role, the more professional your
appearance needs to be. No one
wants their banker to look like they
just got out of high school or as if
they’re heading out for a day at the
beach.
Dress Into The 21st Century.
Throw away all those neon coloured
clothes, platforms and loud prints.
You don’t have to look like you just
stepped off the pages of Vogue or
GQ, but keeping your wardrobe upto-date
shows that you’re current
rather than dated which can read
‘old fashioned’.
Dress For The Part You Want to
Play.
If you look content with the position
you are at, that’s exactly where you’ll
stay. On the other hand, “looking-
and lend greater credibility to your
intended message of where you
want to go. Try mirroring the image
of the person whose position you
aspire to be at. When you look
the part, you can play it more
convincingly in much the same way
that actors do.
Last but not least …
If You’re Fresh Out Of School Get
Help.
Transitioning from a school
wardrobe to a corporate one can be
a daunting task. Take the initiative
and hire a specialist because when
you look and feel your best, your
heightened energy level will lead
others to take you seriously.
6 Things Employers Can Do
Decide if Casual Dress Is Right For
Your Company.
The start of causal dress days began
on the West Coast to encourage
creativity. However, based on a
survey of 500 companies, Dr.
Jeffrey L. Magee, a consulting
psychologist, found that continually
relaxed dress leads to relaxed
manners, relaxed morals, relaxed
productivity and an increase in
complaints to Human Resources.
Write Policies.
Provide clear dress guidelines
for each professional level in the
organisation and be ready and
willing to provide consequences to
employees who do not follow the
policy.
Provide Professional Appearance
and Etiquette Training.
Offer employees a professional
image seminar if they lack basic
know-how in this area and reinforce
dress code guidelines during new
employee orientation.
Provide Sexual Harassment
Training.
Dressing provocatively can lead to
sexual harassment complaints.
Failure to adopt a proactive and
aggressive stance on sexual
harassment in the workplace can
result not only in costly lawsuits,
but also in loss of employee
morale, decline in productivity, and
an erosion of a company’s public
image.
Provide Global Training Programs.
With the exception of marketing
materials, your employees are the
and clients. Ensure that, irrespective
of geographical location, employees
are on the same page in terms of
expected behaviours and company
image.
Last but not least …
Hold Leaders Accountable to
Model Your Company Image.
When leaders fail to live up to
your company image, employees
become de-motivated and angry.
Provide ongoing training, coaching
and review of company leaders.
The work world demands making a
it. To communicate more intuitively
day-to-day, start by understanding
appearance psychology and
non-verbal communication
techniques. Doing so can lead to
greater professional and personal
success. If you don’t believe us,
then perhaps you will believe Mark
Twain, who said, “Clothes make the
man. Naked people have little or no
Nina Jamal, AICI, is an Image
Communications Consultant,
and can be reached at 908-
902-0366 or colorandstyle@
comcast.net.
Judith Lindenberger, MBA, has
over twenty years experience
as a human resources
consultant, and can be
reached at 609-730-1049 or
info@lindenbergergroup.com.
Visit her web site at www.
lindenbergergroup.com.
!!April 2011
"#$"%%"&$"!!! 'U

0("*.'%
Everything Speaks.
!"##$%&'(()(*$+",(-./,$0',1-2$,1)2.1-##-23
!.$4"##.$%1"#"()5"63
From left to right: Bill Shannon today, Shannon circa 1975, Shannon facilitator extraordinaire.
'V
When you meet Bill Shannon
you certainly don’t expect a
lesson in healthcare from a
man that has worked at the
happiest place on earth for almost two
decades. Nor do you expect someone
so revered to take pride in experiencing
every task at Disneyland, from “putting
people on Matterhorn Bobsleds, to
writing training materials.” Therein
lies the crutch with Shannon, expect
the unexpected, as you are about to
embark on a journey with a man who
married Alice in Wonderland and
mastered the art of story telling. “One
of the things Disney teaches you is
that story telling is at the heart of any
business design, movie, attraction, or
any new concept. Once you realise
that, it can lead to the creation of
amazing things,” he said.
Excellence meets with Shannon
on the cusp of his Australian tour.
Administrated by Australian change
management organisation, Change
Champions and Associates, the tour
will take him to all major state capitals
during the month of July. “Australia
is one of my favourite places to visit.
I think Australians have a leg up,
"#$"%%"&$"!!!!!April 2011
culturally, over the United States. The
Australian friendliness and spirit is an
advantage,” he said.
Throughout the procession of
masterclasses Australian businesses will
have an opportunity to learn the key
components of leadership excellence
and internal communication from
an expert facilitator. Shannon
aims to spread his patent service
excellence techniques and tools that
are targeted at creating “feel good
businesses.” “One of the things I try
to teach people is to see through the
eyes of a patient, staff member, or
customer,” he said.“Part of being able
to represent a wonderful brand, like
Disney, is making sure that I present
what I have learnt and teach how that
translates to your world,” he said.
AH!I=J
A photo, taken in 1975, displays a
dapper young Shannon wearing an
It’s a Small World Costume. Beside
him is his best friend, Dan Gray, who
was witness to the moment a mortal
married Alice. “When working on the
Bobsleds I looked over at this Alice
in Wonderland person working on
an attraction right next door. I went
and introduced myself.I ended up
marrying the real woman,” he said.
“That’s the magic Disney adheres to.
People always want to know what it’s
like behind the scenes. Marrying Alice
is the greatest example,” he said.
Shannon had previously spent a
grand total of 18 years at Walt Disney
in various positions. In 1992, revered
for his magnetic oratorical skills and
health expertise, he joined Walt
Disney’s coveted Imagineering, the
design and development arm of the
Disney company. His role included
the task of planning various projects,
among them being one of the four
managers asked to create the Disney
Institute. “I was once shown a copy
of a short and straightforward memo
written by Chairman and CEO,
Michael Eisner, which said ‘What
if we created a place to teach and
improve the quality of life in a Disney
fashion.’ From this the Institute was
born,” he said.
The Disney Institute was founded
in 1996. It now shares best business
practices with companies around the

world that focus on the experience of
the guest. “There’s a great expression
I learnt from Disney; Everything
Speaks. Everything, from how you
got to a venue to your interactions
with staff members, combines with
other elements to really speak to you
as a customer.” Everything Speaks,
according to Shannon, is at the heart
of the service offering the Disney
Brand adheres to. “This is the place
that people label the happiest place on
earth. You know it sets the bar high,”
he said.
Shannon recalls an anecdote from
1955, when Walt Disney decided to
“People were thinking ‘What is this
place where people live in the movies
and the future Is this guy nuts!” he
said. When the theme park was near
completion it was time for Disney to
outsource those he believed should
work at such a complex. “The only
similar place on Earth were carnivals.
(Walt) didn’t want Disney people to
be associated with the reputation
of carnival people. The stereotype
of a carnival worker is sleazy, scary,
criminal, tattooed, dirty. That just
said. It was up to Disney to create a
work force that was atypical, avoided
the carnival stereotype, and would
assure the Disney Brand promise was
delivered by its people. “What Disney
teaches is that you need to have the
right people in the right place,” he
said. “Many organisations call up
the Disney Institute and ask how to
get their staff to be more like Disney
people.That doesn’t happen because
there’s pixie dust, or a magic elixir in
the water, it happens because there is
a service or culture by design.”
During his time at Imagineering
Shannon was sought after to work
with 40 different American health
and sports assignments. He was also
Chairman of the American Council
for Exercise. “With over 12 years
experience in health care I certainly
know how to create a culture by
design,” he said. These experiences
set him up for the new journey ahead.
A;&KH(;
2005, upon leaving Disney and
spending three years as the Executive
Director of Duke University’s health
system and School of Medicine,
Shannon joined Da Vita, the
world’s largest kidney care business
as their Vice President and Chief
company resulted in the creation of
positive experiences for over 110 000
nationwide dialysis patients. “I try
to teach an organisation to keep the
patient at the centre of their thoughts.
I don’t want people to think about
themselves, the processes they have
to stick to, or how they might look.
One should never lose sight of the
patient, the family, the circle of beings
that surround that patient,” he said.
Fondly known as “coach,” due to his
background as a high school teacher
and basketball coach, Shannon taught
business leaders the importance of
empowering the front line. “I will
always be a coach at heart. I motivate
the end person, or the care giver, to
realise that what they are being taught
the experiences of hundreds and
thousands of patients,” he said.
By the end of his journey with
Da Vita, they were ranked number
one in innovation among medical
facilities. He equates this to creating a
community culture amongst it’s people.
“Da Vita, in terms of hierarchy, places
company second. Each member of
that community will give the company
110 per cent because they feel part of
a family,” he said.
(L=&M=(NMI
In 2011, 40 per cent of all of industries
and organisations that call the Disney
Institute for training will be from the
health care industry. Shannon predicts,
by following trends apparent in the US
and Canada, there will be an increase
of Australian health care institutions
seeking training in patient centred care
and customer service.
Now, as he is called back to consult
and teach for the Disney Brand, while
still remaining a visiting Scholar at
Dukes School of Business, Shannon
hopes to combine the two worlds and
give back to those that taught him to
concentrate on his most prized skill,
facilitating by use of story telling.
“During the masterclass many will
experience the link I create between
storytelling and real life solutions. I tell
a great story, or several stories, inject
humour and interact with the audience
to give them the tools required to build
a solid patient, or customer, centric
business,” he said. “When you make
things personal or, what Disney is good
at, touch people in the heart you can
create an organisation where your
beliefs are the beliefs of your people.”
Shannon will begin his tour in Sydney
on the 19th of July at Circular Quay.
CSIA members who book will
receive a 10 per cent discount, to all
seminars nationwide, by quoting their
membership number. To check for
dates, or to down load a booking form,
please visit:
http://www.changechampions.com.
au/program/Bill_Shannon_Flyer_
D14.pdf
!!April 2011
"#$"%%"&$"!!! 'W

A Great Company: Made Simply. ©
An Introduction & Excerpt from Bill Shannon’s soon-to-be-published book
noteworthy accomplishment is all about
improvement. So, if one begins with a
dream or an assignment to improve an
existing entity, there must an ideal and
then metrics to measure success. To get
there, it is really quite simple.
Three headings across the top of one
slide:
Imagine you walk
into a room
and announce:
“Starting today,
we are going to
change this company.”
As eyes roll, then bug
out and elbows whack
ribs below the table, you
continue, “And, here’s how: It’s all here
on my one slide.”
It’s true. One PowerPoint slide is
simply all you need to create a great
organization, or improve an existing one.
tactics and explanations from which
you can benchmark, borrow and apply
to your company, division, or team.
You, the leader, and a team of leaders
must want to do it. The “It” is to create
something special.
This is your company—or
organization-- whether you carry the
title of founder, lone entrepreneur, team
lead, CEO, COO, Human Resources
leader, or board member. This is your
opportunity to create a special place
for employees, customers, community
and constituents. To build a reputation,
measure and document improvements,
and differentiate your dreams—That’s
the it. All on one slide. A Great
Company. Made Simply.
Consider a family. When a family
is formed, grows and years go by, the
89
"#$"%%"&$"!!!!!April 2011
routines and often, its health and
happiness. A family’s beliefs play out in
decisions are made. The family
atmosphere, its internal and external
relationships are determined based
on commonalities and understanding.
Priorities are established—how to get
along, make decisions, choose friends,
spend money, or vote in elections. Habits
are formed, special moments created and
remembered. Successes are celebrated, as
are milestones. Traditions are shared.
How often have you heard about
an organization with “A family
atmosphere” How often is that taken
negatively Never.
So it can be with your company or team.
Your special organisation.
The One Slide Explained
You only get one chance to begin
from scratch. Whether a targeted
everything after an opening or other
Your Beliefs drive processes that create
success. These words are purposefully
in order. You may go back and revisit a
process or decisions, but your beliefs are
the constant. Your company’s Beliefs are
the ideal, the real ingredients that make
up who you are and what you aspire to
be. The words you choose, even for these
three major headings, may differ, but the
idea is the same. What you believe and
want others to understand, align with,
and follow, is where everything about
your organization begins.
While with Disney, I worked with
DaVita (NYSE:DVA) helping plan
trainings and events. After discussions
and other benchmarking, DaVita’s
leadership team arrived here:
When I joined the company four years
later, this same message was used in
every class and every national meeting to
reinforce aspirations, works in progress,
learnings and visions toward the future.
DaVita’s beliefs, its Core Values, remain
prominent. Only one was added later,
Fun, which did not garner enough
votes to pass during an initial selection
process. Yes, fun in a tough healthcare
environment is a Core Value at DaVita.
And, please note, employees selected
the Values, not an executive team or
branding company.
You must make these three major
steps your own. The beliefs, goals
and structures are yours to create,
enhance and use. Commit to the effort,
communicate relentlessly, and build in
metrics and accountability.
Adapt this thinking lock, stock and
barrel, or Adopt, take an idea, tinker,
adjust your aim. Many solid processes

already exist at your company. You
may have strong selection and onboarding
methodology in place, or
continuous product improvement may
be deeply ingrained. You might provide
customer service training or measure
employee satisfaction. In cases like
these, your effort will be more around
alignment, consistent delivery across the
organization, and likely a focus on front
line managers so they model your Beliefs
and engage deeper commitment. Stay
positive. Persevere. Rely on the creativity
of your most committed people. Have
fun with this; so little time is dedicated to
this very important work. Gather ideas
and enjoy the outcome. Beliefs matter.
At Disney, I worked with Improv
troupe actors. The same approach to
rules of Improv, works incredibly well
in business, especially in brainstorming.
You will need to collect ideas in the
best possible atmosphere as you select
beliefs, values or statements of company
direction. Accept ideas and contributions
as gifts. This is what Improv actors do.
Every idea will not be brilliant; some
will be awful. Create and guarantee an
atmosphere and process where all ideas
are welcome and evaluated. You will
receive some great and unexpected gifts.
It may be time to begin new thinking,
improve the workplace, or you may be
starting from scratch. An acquisition
or merger provides a new opportunity,
or here you are with an idea for a new
company, division or department on your
hands.
Beliefs.
I.Beliefs
No other word, section, or idea found in
this book is more important. What you
Your beliefs are paramount. Decisions,
allocate funds, it all begins here. Do not
Leader, Ask yourself and others
questions like these:
What does your company stand for
What do we aspire to be
What makes it unique
What is important above all else
What is the sum of its parts
How you answer these questions means
everything. This is where Beliefs, Values,
a philosophy for doing business, then
mission and vision begin. You can hire
a thousand consultants, send every HR
person to a hundred seminars, and
you can create a vision statement and
mission. Companies do it all the time. If
you, and they, don’t begin with beliefs,
the process is just a process. Something is
missing. Before these sorts of investments,
everyone must be clear on what the
company is about, stands for and believes
in. They need to know what makes this
company unique, among the best in its
here.
We must make some assumptions:
You are looking for
differentiationand have a bigger
purpose or at least philosophical
statement in mind for your
organisation.
Your company wants to make a
difference in the lives of human
beings.
You want your team or teams to feel
connected to something special, and
feel pride in what they do.
You are looking for ways to align
everyone and everything.
You are willing to make the effort.
And so are the big boss and other
big bosses. (If you are the big boss,
then you and others get to leave
a legacy, and touch the lives of…
thousands, maybe millions.)
If these assumptions are correct
organisation-wide, say “Let’s go!” You
can also emulate a great organisation
at your own, local level. The ideas are
scalable. If you want to create a special
department, region, facility or division,
read on and plan accordingly.
Disney Institute often asks participant
learners to choose the most important of
these four statements when considering a
Successful Corporate Culture:
The best answer, according to Disney
is “By Design.” That design, like Disney’s
or other admired, strong cultures and
brands begins with a core philosophy
and set of beliefs that guide decisions,
employees, marketing, and just about
everything else.
Identify options and choose your
beliefs. Your work may arrive at a list of
core values, and/or a single statement.
There is no right or wrong answer, there
is only what your company wants to
say, and how you want your employees
and your constituents to hear, see
and understand it. Great cultures,
organisations and teams start right here.
What you stand for means everything.
Take the time to choose wisely, involve
others democratically and communicate
and reinforce relentlessly. Processes and
Successes evolve from here.
!!April 2011 "#$"%%"&$"!!!
8'

!"#$%&'()*'(+,-')
./-'00'1-'
Full day Master Class
with Expert Storyteller and Presenter
!"##$%&'(()(
27 July 2011
Sydney, NSW Australia
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MASTER CLASS OBJECTIVES
&
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0("*.'%
WILL THE REAL MATT SMITH PLEASE
STAND UP
A lesson in the importance of measured risk.
By Milly Stilinovic
WITH A NAME LIKE MATT SMITH
it may be forgiven to mistake Hewlett-
Packards Director of Global Service Desk
Management Information Systems
Data Systems (now Hewlett-Packard
begins.
!!April 2011 "#$"%%"&$"!!! 86

4""5)(%3.%/
The importance of appearance, a book review;
Ronald B. Adler, Lawrence B. Rosenfeld, Russell F. Proctor II
Interplay: The Process of Interpersonal Communication
####
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7)94*'"+$."/#'".'#C-%2
Reader Reviews
the concepts in this book.
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68$('+2/%+0/5%1$1+6"+0/445"60(#6/"7+1&$$0-+0/445"60(#6/"7+("8+
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understanding what type(s) of communication styles people you interact with have. Also
has effective methods to communicate better. I sold my seventh edition back to the
make points are especially helpful and often humorous. It is a fun and easy read and
would make a great gift.
This book will be useful not only in the classroom but with all your relationships you encounter
throughout your life.
source: amazon.com
!!April 2011 "#$"%%"&$"!!! 85

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THE BENEFITS OF
MYSTERY SHOPPING
By Lauren Mathews
Client Service Manager
Market Pulse International
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“
Lauren’s extensive experience in customer service,
management, and administration has prepared
her well for her current role as Client Services
Manager - Australia for the Customer
”
Experience
Improvement company - Market Pulse International.
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!!April 2011
"#$"%%"&$"!!! 8U

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source: getty images
the attention of a retail assistant.
“I’m after the Clinique Cream
cleanser, thank you,” I said.
“Oh I don’t do Clinique, I only work
Yves Saint Laurent, but if you come
back Tuesday the Clinique girl will
be in,” she said.
I stared at her in disbelief.
I know the Federal Government
want to impose a carbon tax, but
I’ve never heard of the “Shop only
on Tuesday Law”
DUMP THEM, LOVE.
I head on a 45-minute train ride to
the heart of Sydney’s West.
Surely you can shop there on a
Thursday
“I’m so over it. If he wants to call her
season’s dresses.
“Can I try this on” I ask the sales
assistant.
She continues with her conversation,
tsking and sputtering, as she
snatches the dress out of my hands
and takes it to the change rooms.
“Just dump him. He’s not worth it,
love. All sweet,” I can hear the voice
of the not-so-vibrant sales assistant
boom through the change rooms.
“May you help me with the zipper
please” I ask.
They continue, fully engrossed in
their conversation, making me feel
as though I am rudely listening in on
their private gossip.
“You look fabulous,” vibrant sales
assistant said, not even looking up
to realise that my zipper was still
undone.
I quickly change and leave the
dress in the changing room.
“Thank you,” I said, walking
past, as they burst out into cackling
laughter.
The ‘Shop only on a Tuesday
rule,” seems to be state-imposed
after all.
ARE YOU BEING SERVED
Back to the city, still very retail-
an upmarket boutique.
I am greeted at the door by a
friendly doorman who bids me a
warm “Good evening.”
I languidly walk through the neat,
well-lit, rows of designer shoes,
bags, and accessories.
“May I help you” A well dressed
and polished sales assistant greets
me.
“Thank you. I’m just looking,” I
said.
“For anything in particular The
new fall collections have just
arrived,” she said.
I follow her lead as she removes
the infamous Versace from its
hanger and leads me to the dressing
rooms.
After a few minutes the sales
you need a hand at all”
I step out of the dressing room.
She adjusts the straps and zipper
and talks about the garment.
I feel terrible declining the
purchase, but if they can impose
“Only shop on Tuesday” laws, who
knows what other levy they may
approve to chomp into my savings
COST OF BAD SERVICE.
As I stare at the Versace, which
can only be described as pure
architectural mastery, I once again
feel the sensation of terror I felt
when the mystery shopping brief
landed on my desk.
Shopping. Sydney. In decline.
A Tragedy.
I think back on the good service I
had just received.
It is lovely to know that you receive
good service when you are paying
the right price.
However, such levels of customer
service should be uniform, across
the board.
Brett Whitford, Executive Director
of CSIA believes that the expense
of bad service is costing companies
30% of their sales.
“A reduction of this expense can
transform marginally successful
Most executives believe that their
company’s cost of bad service is
know what it is,” he said.
Australia is facing a retail crisis,
however, there is always a margin
for improvement.
As we have seen, that improvement
can add thousands, even millions,
!!April 2011
"#$"%%"&$"!!! 8W

69 "#$"%%"&$"!!!!!April 2011