Little‘Cheryl Fox’ for
a day
Being a
presenter on television has always been some sought of a childhood dream of
mine. I got a taste of the reality of it when I did a Broadcast module in my
polytechnic days and then realized it probably wasn’t for me. However, I still
enjoy the occasional opportunities in which I can grab a mike and interview
someone or present something in front of a camera. And that is exactly what I
got to do in DBS.
As our
new flagship branch had just been launched in our new office at Marina Bay
financial Centre, our team was doing a video for internal communications and to
bring about the importance of the customer journey. As such, part of the
process was interviewing some key people involved in the journey of making the
branch. I then had the opportunity to play the reporter/ interviewer role to
interview the key people. The five key questions asked were
1. Describe how this treasures is different from
Treasures at shenton or other branches - draw out in this questions things
like:
- customer is greeted differently,
pro-actively
- staff kneel when they serve refreshments as a
sign of respect
2. Talk about the Quick serve counters, their
functions and how this has made the customer feel more special
3. You now have dedicated hi counters where your
customers can sit down. This is a different experience than they had before -
how do your customers feel about this and how does the staff feel about this
(draw out here the fact that they are not on their feet crowding around a hi
counter as in the past, that this is a more relaxed, comfortable, respectful
and engaging way for staff to serve customers)
4. Groom, greet, guide were important principles
for your staff training. Can you talk about how you groom yourself, how you
greet differently and what impact his has on the customer? also how does this
make you feel?
5. We hear all the stuff got snazzy but comfy Hush
Puppy shoes - how did this make you feel? (Draw out the fact that this was the
level of detail that the planning went into, how comfortable shoes prevent
staff from getting tired feet so they feel and serve better and they also feel
that the DBS cares for them as well as our "internal" customers.
Even
though we had questions crafted and set, I realized the importance of being
alert and also listening to the interviewee as there are many opportunities to
probe and draw out more in-depth information for the video. I also saw the
importance of good communication and how it helped when I could illustrate my
point or question across clearly to the interviewee. Not only did it make the
process more efficient but also helped us in crafting a video reflecting the
‘Journey of the making of MBFC Flagship branch’.
Kevin, our videographer, filming the real process
Aishah, a real staff of our Treasures getting interviewed
Lisa Loh
15066712
Curtin Singapore
