Professional Documents
Culture Documents
SM
Chapter 12
McGraw-Hill
McGraw-Hill
SM
Illustrate the importance of customers in successful service delivery Enumerate the variety of roles that service customers play Productive resources Contributors to quality and satisfaction Competitors Explain strategies for involving service customers effectively to increase both quality and productivity
McGraw-Hill 2000 The McGraw-Hill Companies
SM
SM
Lack of understanding of their roles Not being willing or able to perform their roles No rewards for good performance Interfering with other customers Incompatible market segments
McGraw-Hill
SM
Competitors
McGraw-Hill
SM
SM
McGraw-Hill
SM
Customers as Competitors
McGraw-Hill
customers may compete with the service provider internal exchange vs. external exchange internal/external decision often based on: expertise resources time economic rewards psychic rewards trust control
2000 The McGraw-Hill Companies
SM
Customer Production
Joint Production
Firm Production
Gas Station Illustration 1. Customer pumps gas and pays at the pump with automation 2. Customer pumps gas and goes inside to pay attendant 3. Customer pumps gas and attendant takes payment at the pump 4. Attendant pumps gas and customer pays at the pump with automation 5. Attendant pumps gas and customer goes inside to pay attendant 6. Attendant pumps gas and attendant takes payment at the pump
McGraw-Hill
10
SM
11
SM
1. Define customers jobs - helping himself - helping others - promoting the company 2. Individual differences: not everyone wants to participate
McGraw-Hill
SM
12
1. Recruit the right customers 2. Educate and train customers to perform effectively 3. Reward customers for their contribution 4. Avoid negative outcomes of inappropriate customer participation