ISS 2020 Vision Future of Service Management | Page 66

manage a multi-generational workforce with different work styles and take into account
demographic variations when it comes to employee expectations of the work experience.
For example, expert interviews revealed that younger generations are attracted to work that
contains three factors: 86
1. The first factor is purpose. Employees will have to see a purpose in what the
organization is doing and in the value the value created for clients and other
companies. Importantly, employees must be able to identify with, acknowledge,
and agree to that purpose.
2. The second factor is autonomy. While several organizations are moving towards
standardized processes to reduce costs, it is important for service providers to
give employees a framework in which they should operate. Autonomy means
that they should be empowered to use their individual judgment to best service
end-users.
3. The third factor in attracting employees is mastery. Mastery is about excelling
at something and awarding employees the opportunity to evolve as a service
professional and grow as an individual through learning mechanisms or other
paths of progression.
Driving purpose is an essential first step because it empowers employees with the knowledge
of what they do and why they do it. Purpose establishes a common cause that unites the
organisation. It is the job of the organisation and its leaders to provide the employees with
meaning and in this context purpose can be a driving force to achieve the intended results. 87
Creating alignment on the purpose of work and being committed to fulfil the mission
probably some of the most effective ways to engage both end-user and employees. As Bruce
Jones, Programming Director at Disney Institute states:
Common purpose – a succinct explanation of the customer experience you are
trying to create at an emotional level – motivates employees and gives their work
meaning. They choose to go that extra mile through personal passion, not passive
compliance… When people are trusted to do their job and given clear expectations
rather than an instruction manual, they feel more valued and empowered – qualities
that can’t help but show in the customer experience they provide. 88
86 Coenen, C., ISS 2020 Vision: Future of Service Management, 2016.
87 ISS World Services, Traits of Effective Leadership? It’s Driven by Purpose, Service Futures Blog, 2016.
88 ISS World Services, Disney’s secret to delighting customers: putting employees first. Service Futures Blog, 2015.
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