Course Outline

Module 1: Foundations of a Service-Oriented Culture

• What culture is and why it matters in service delivery

• The role of leadership in shaping and sustaining culture

• Case study: How Ritz-Carlton’s “Gold Standards” create consistent luxury service

Module 2: Defining and Communicating Service Values

• Identifying core service values aligned to brand promise

• Techniques for cascading values through storytelling and rituals

• Workshop: Draft a one-page service credo for your team

Module 3: Hiring and Onboarding for Culture Fit

• Behavioral interviewing for service attitude and empathy

• Designing onboarding that immerses new hires in culture

• Role play: Conduct a 15-minute values-based interview

Module 4: Embedding Culture Through Daily Practices

• Recognition systems that reinforce desired behaviors

• Team huddles and rituals that sustain culture

• Group project: Design a peer recognition program for service excellence

Module 5: Measuring and Nurturing Cultural Health

• Key metrics: eNPS, cultural surveys, observation checklists

• Feedback loops for continuous cultural improvement

• Case study: How Southwest Airlines measures and maintains its unique culture