By Agenda
The Service Triad
Culture in Service Organizational Control
Contact Personnel
Perceived control
Customer
Note: Perceived control determines if a relationship or encounter is established between contact personnel and customer.
8-2
is an opportunity to:
build trust reinforce quality build brand identity increase loyalty
Billing
Human
Machine
The Customer
Expectations and Attitudes Economizing customer Ethical customer Personalizing customer Convenience customer Customer as Coproducer
8-9
Organizational Control
Control System Objective Employee Challenge Management Challenge Key Issues
Belief
Boundary
Contribute
Compliance
Diagnostic
Achieve
Lack of focus
Interactive
Create
8-11
Contact Personnel
Selection 1. Abstract Questioning 2. Situational Vignette 3. Role Playing Training Unrealistic customer expectations Unexpected service failure
8-12
Promising a nonsmoking room when none is available Using bait-and-switch tactics Creating a false need for service Misrepresenting the credentials of the service provider Exaggerating the benefits of a specific service offering
Giving away a guaranteed reservation Performing unnecessary services Padding a bill with hidden charges Hiding damage to customer possessions Making it difficult to invoke a service guarantee
Treating customers unfairly or rudely Being unresponsive to customer requests Failing to follow stated company policies Stealing customer credit card information Sharing customer information with third parties
8-14
External
Target market
Customers
Satisfaction
Employees
Capability Service quality
Revenue growth
Service value
Satisfaction
Loyalty
Profitability
Customer orientation/quality emphasis Allow decision-making latitude Selection and development Rewards and recognition Information and communication Provide support systems Foster teamwork
Quality & productivity improvements yield higher service quality and lower cost
Attractive Value Service designed & delivered to meet targeted customers needs Solicit customer feedback
8-15
Recovery:
Employee Response to Service Delivery System Failure
Adaptability:
Employee Response to Customer Needs and Requests
Coping:
Employee Response to Problem Customers
Spontaneity:
Unprompted and Unsolicited Employee Actions and Attitudes
8-17
8-18
8-19
THANKS