Professional Documents
Culture Documents
Each customer contact is called a moment of truth. You have the ability to either satisfy or dissatisfy them when you contact them. A service recovery is satisfying a previously dissatisfied customer and making them a loyal customer.
The discrepancy between company perceptions of customer expectation and the standards they set to deliver to these expectation Firstly to set service quality standards and goals for the organization.
FACTORS NECESSARY FOR APPROPRIATE SERVICE STANDARDS Standardization of Service Behaviour and Actions
A nonvarying sequential process similar to the mass production of goods in which each step is laid out in order and all outcomes are uniform, whereas customization usually refers to some level of adaptation or tailoring of the process to the individual customer.
The goal of standardization is for the service firm to produce a consistent service product from one transaction to the next. The goal of customization for the service firm is to develop services that meet each customers individual needs.
How long it takes to conduct transactions, how frequently service fails, how quickly they settle customer compaints. Formal goal setting that is relevant in service business involves specific targets for individual behaviors or actions. Consider the behaviour calls the customer back quickly an action that signals responsiveness in contact employees. Different employees will interpret this vague objective in their own ways, leading to inconsistent service .
Service Standards
Standards are based on the most important customer expectations and reflect the customers view of these expectations.
SOURCES Customer Expectations Customer Process Blueprint Customer Experience Observations SOURCES Productivity Implications Cost Implications Company Process Blueprint Company View of Quality
Knowing customer requirements, priorities and expectation levels can be both effective and efficient. Anchoring service standards on customers can save money by identifying what the customer value, thus eliminating activities and features that the customer either does not notice or will not pay for
As Einstein said, Not everything that counts can be counted, and not everything that can be counted, counts.
Standards
HARD STANDARDS AND MEASURES
Things that can be counted, timed, or observed through audits (time, numbers of events) On-time delivery, not making mistakes.
Hard
Soft
6. Establish Measures and Target Levels 7. Track Measures Against Standards 8. Update Target Levels and Measures
Step 2: Translate customer expectation into behaviours and actions for each service encounter Abstract requirements can call for a different behaviour or action in each service encounter, and these differences must be probed. Information on behaviours and actions must be gathered and interpreted by an objective source such as a research firm or an inside department