CALATA, CYRILEE S.

CBEA-01-901A

● STANDARDIZING A CUSTOMER SERVICE

Standardizing customer service is a strategic approach to delivering a positive and reliable

customer experience, which is crucial for building customer loyalty and maintaining a strong
brand reputation. Standardizing a custom service involves several key steps to ensure
consistency, efficiency, and quality. Here are concise steps to standardize a custom service:

Scenario: Standardizing Customer Service in a McDonald’s Restaurant (Fast Food Chain)

1. Define Your Custom Service: Clearly outline the scope, purpose, and unique value of your
custom service.

Example:

1. Service Description: The fast-food chain offers a menu of burgers, fries, and
drinks with a focus on speed and affordability.

2. Identify Key Processes: Break down your service into essential processes and tasks.

Example:

2. Ordering Process: Standardize the process for taking customer orders,

including menu presentation and order taking.

Ex: There are assigned staff or crew members for taking orders in
McDonald's while customers are in line to ensure efficiency.

3. Food Preparation: Develop a standardized procedure for preparing and

packaging food items.

Ex: McDonald's follows a standardized process for making Big Macs.

This includes assembling ingredients, toasting buns, grilling patties,
applying sauce, careful assembly, and quality checks before serving for
consistency and quality.

4. Payment and Delivery: Create a consistent process for payment collection

and order delivery to customers.
 Ex: McDonald's establishes a consistent process for payment collection
and order delivery by implementing standardized procedures at all
locations. Customers place orders, make payments, and receive their
food with a unique order number for verification. The kitchen staff
prepares and quality checks each order, which is then carefully
packaged. Whether customers dine in, use the drive-thru, or opt for
delivery, McDonald's ensures an efficient and reliable experience,
maintaining consistency across its restaurants.

3. Document Procedures: Create detailed documentation for each process, specifying steps,
resources, and variations.

Example:

5. Ordering Process: Document the step-by-step process for taking orders,

including inputting orders into the point-of-sale system.

McDonald's documents the order-taking process by outlining specific

steps:

1. Customer Interaction: Staff greet and assist customers in placing their

orders.

2. Order Entry: Orders are input into the point-of-sale (POS) system,
specifying items and any customizations.

3. Review: Staff verify order accuracy and address any questions.

4. Pament: Customers make payments, and staff complete transactions

using the POS system.

This documentation ensures consistent and accurate order processing at

McDonald's locations.

6. Food Preparation: Create detailed instructions for cooking and assembling

menu items, ensuring consistency in portion sizes and ingredient quality.
 7. Payment and Delivery: Standardize cash handling and delivery protocols,
including safety measures.

4. Set Quality Standards: Define clear quality standards and performance metrics.

Example:

8. Quality Control: Establish quality control measures for food preparation,

including cooking temperatures, cleanliness, and presentation.

Example:

● For instance, a standard McDonald's hamburger patty is cooked at a

temperature of 350°F (177°C) on a grill. This temperature is closely
monitored using built-in temperature sensors, and a timer is used to
ensure the patty is cooked for the correct duration. When the patty
reaches the required temperature and cooking time, it is considered done
and ready for assembly.
● In addition to cooking temperatures, cleanliness is a critical aspect of
quality control. McDonald's has detailed cleaning procedures for all
cooking equipment and workstations to maintain high hygiene standards.
Employees are trained to follow these cleaning protocols at specific
intervals to ensure a clean and safe food preparation environment.
● Regarding presentation, McDonald's sets specific standards for how each
menu item should be assembled. This includes the arrangement of
ingredients, the use of portion control tools to ensure consistent sizes,
and guidelines for packaging to maintain a uniform and appealing
appearance of the finished product.

9. Customer Service Standards: Define customer service expectations, such

as response times, friendliness, and issue resolution.
5. Implement Technology: Invest in tools and systems to streamline and automate processes.

Example:

10. Point-of-Sale System: Implement a digital ordering system that ensures

accurate order entry and payment processing.

McDonald's implements a digital ordering system through its POS

terminals. Customers can place orders with precision, specifying items and
customizations. The system calculates the order total accurately, processes
various payment methods, and generates receipts. This digital solution reduces
order entry errors and enhances the speed and accuracy of payment processing,
ensuring a smooth customer experience.

11. Kitchen Display System: Introduce a digital display system in the kitchen to
improve order tracking and preparation efficiency.

McDonald's has introduced digital Kitchen Display Systems in its

kitchens. Instead of paper tickets, orders are displayed on digital screens for
kitchen staff to see. The system tracks order progress, optimizes cooking times,
and improves coordination in the kitchen. This digital advancement enhances
order accuracy and preparation efficiency, ultimately reducing wait times and
ensuring that customers receive their food promptly.

6. Train Your Team: Educate employees on standardized procedures and quality expectations.

Example:

12. Employee Training: Conduct training sessions to educate staff on

standardized procedures, customer service standards, and technology
usage.

McDonald's conducts comprehensive training sessions for its

staff. These sessions cover standardized procedures for food
preparation, customer service standards like friendliness and efficiency,
and the use of technology such as POS systems and kitchen equipment.
Training ensures that all employees are well-prepared to deliver a
consistent and high-quality customer experience.
 13. Ongoing Training: Provide continuous training and refresher courses to
maintain consistency.

McDonald's goes beyond initial training by providing continuous

learning opportunities and refresher courses. This ongoing training helps
employees stay updated on the latest procedures, technology
advancements, and customer service best practices. It ensures that the
McDonald's team maintains consistency and continually improves their
skills to meet customer expectations.

7. Monitor Performance: Regularly assess service quality using key performance indicators
(KPIs).

Example:

14. Quality Checks: Conduct regular quality checks on food items to ensure
they meet standards.

McDonald's conducts routine quality checks on its food items. For

instance, temperature probes are used to ensure that cooked items like burgers
meet precise standards. Additionally, designated staff members visually inspect
food items to verify their presentation and overall quality. These checks are vital
in maintaining consistency and upholding McDonald's quality standards.

15. Customer Feedback: Collect and analyze customer feedback to identify

areas for improvement.

McDonald's actively collects and analyzes customer feedback through

various channels, including surveys, comment cards, and digital feedback
platforms. This feedback is reviewed regularly to identify areas for improvement.
For instance, if multiple customers provide feedback about longer wait times
during certain hours, McDonald's may adjust staffing or processes to address
this concern. Customer feedback plays a crucial role in enhancing the overall
dining experience and ensuring customer satisfaction.

8. Collect Customer Feedback: Gather input from customers to make improvements.

 Example:

16. Feedback Mechanism: Implement a feedback system, such as online

surveys or comment cards, to gather customer input on service quality.

McDonald's employs a feedback system that includes online surveys and

comment cards. Customers are encouraged to provide input on their dining
experience, including service quality, food quality, and cleanliness. This
feedback helps McDonald's identify areas for improvement and make necessary
adjustments to enhance customer satisfaction.

9. Maintain Flexibility: Balance standardization with the ability to customize as needed.

Example:

17. Customization Options: While standardizing most processes, allow for

limited customization, such as burger toppings or meal choices, to accommodate
customer preferences.

McDonald's offers limited customization to accommodate customer

preferences while maintaining standardized processes. For example, customers
can customize their burgers by adding or omitting toppings like pickles or onions.
They can also choose different meal options, such as selecting the size of their
fries or the type of drink, allowing for a personalized dining experience within the
McDonald's menu framework. This approach strikes a balance between
consistency and meeting individual customer choices.

10. Document Changes: Keep all documentation and training materials up-to-date.

Example:

18. Documentation Updates: Update procedure manuals and training materials

whenever there are changes or improvements in the standardized processes.

McDonald's regularly updates its procedure manuals and training

materials to reflect changes and improvements in standardized processes. For
instance, when introducing a new menu item or enhancing food preparation
techniques, McDonald's updates its training manuals to ensure that all
employees are informed and trained on the latest procedures. This practice
 helps maintain consistency and ensures that employees are always up-to-date
with the company's evolving standards.

11. Audit and Review: Conduct periodic audits to ensure compliance and effectiveness.

Example:

19. Regular Audits: Conduct periodic audits to ensure adherence to

standardized processes and quality standards.

McDonald's conducts routine audits to monitor adherence to standardized

processes and quality standards across its restaurants. Auditors assess factors
like food safety, cleanliness, and compliance with operational procedures. For
example, they may check whether food items are cooked at the correct
temperatures and whether safety protocols are followed in the kitchen.

20. Continuous Improvement: Use audit results and customer feedback to

make continuous improvements to service delivery.

McDonald's uses audit results and customer feedback to drive continuous

improvements in service delivery. If audits reveal areas needing enhancement,
such as cleanliness standards or order accuracy, McDonald's takes action by
providing additional training or updating procedures. This commitment to
improvement ensures that McDonald's maintains its high-quality standards and
evolves to meet customer expectations.

By following these steps, you can successfully standardize your custom service and deliver
consistent, high-quality experiences to your customers. In this scenario, the fast-food chain
standardizes its customer service processes to ensure consistent food quality, efficient order
handling, and a uniform customer experience across all its locations. This approach helps
maintain the brand's reputation and customer satisfaction while streamlining operations.

● REDUCING THE PERSONAL ELEMENT IN SERVICE DELIVERY

The five personal elements of service delivery refer to the key components that involve direct
human interaction and influence in the process of delivering a service. These elements are
essential for creating a positive and personalized customer experience. Here are the five
personal elements of service delivery:

Certainly, here's a concise explanation of the five elements of service delivery:

1.Customers: They are the central focus of any service, and their needs and satisfaction are
paramount.

2.Contact Personnel: These are the employees who directly interact with customers,
representing the organization.

3. Physical Support: Tangible elements, like facilities and equipment, enhance the service
experience.

4. Service: It's the core offering, encompassing features, benefits, and quality that meet
customer needs.

5. Internal System or Back Office: Behind-the-scenes operations, such as processes and

technology, support efficient service delivery.

By recognizing and effectively managing these five elements, organizations can optimize their
service delivery, enhance customer satisfaction, and build strong, lasting relationships with their
customers.

Reducing the personal element in service delivery while maintaining customer satisfaction
requires a strategic approach. Here are concise steps to achieve this:

Scenario: Automated Customer Support for a PhilSoft Solutions (Software Company)

PhilSoft Solutions is a software company based in the Philippines that specializes in providing
accounting software for small and medium-sized businesses. They recognize the need to
enhance their customer support capabilities and streamline their operations by implementing an
automated customer support system tailored to their Philippine customer base.

1. Analyze Customer Needs: Understand what aspects of service customers value most and
identify opportunities for automation.
 Example:

1. Software Company: A software company that offers a popular

software product wants to reduce the personal element in customer support to
handle a high volume of inquiries efficiently.

2. Identify Repetitive Tasks: Pinpoint routine, standardized tasks within the service delivery
process.

Example:

2. Common Support Inquiries: Identify common customer inquiries,

such as account activation, password resets, and software installation
troubleshooting.

Certainly, here are specific examples of common customer inquiries that PhilSoft Solutions
might identify and address efficiently:

Common Support Inquiries for PhilSoft Solutions:

1. Account Activation: Customers frequently inquire about how to activate their software
accounts. PhilSoft implements an automated account activation process on its website, guiding
users through the steps. Additionally, a chatbot is available to provide immediate assistance in
case of issues.

2. Password Resets: Many users forget their account passwords. PhilSoft offers an automated
"Forgot Password" feature on its login page, allowing users to reset their passwords through
email verification. This self-service option reduces the need for manual password resets by
support agents.

3. Software Installation Troubleshooting: Customers often face challenges during software

installation. PhilSoft develops a comprehensive installation troubleshooting guide in both
English and Filipino, addressing common installation issues. The chatbot can also assist users
in real-time to resolve installation problems.

4. License Key Retrieval: Users may need to retrieve their license keys for reinstallation or
activation on a new device. PhilSoft provides an automated license key retrieval system through
the user portal, allowing customers to access their keys instantly.

5. Software Compatibility: Customers inquire about software compatibility with various operating
systems and hardware configurations. PhilSoft offers an automated system check tool on its
website that analyzes the user's system and provides compatibility information.
6. Billing and Invoicing: Customers often have billing-related questions. PhilSoft automates
billing inquiries by providing detailed invoices through the user portal and sending automated
email receipts upon payment. A chatbot assists with billing queries, such as invoice
explanations.

7. Update and Patch Installation:Users inquire about how to install software updates and
patches. PhilSoft provides an automated update and patch installation wizard within the
software, ensuring that users can easily keep their software up to date without manual
intervention.

8. User Manual Access: Customers seek user manuals and guides for software usage. PhilSoft
maintains an online library of user manuals and provides automated access links through the
software interface.

By identifying and addressing these common support inquiries efficiently, PhilSoft Solutions
reduces the need for personal interactions and empowers users to find solutions independently.
This enhances the overall customer experience and streamlines the support process.

3. Leverage Technology: Invest in automation tools and software to handle repetitive tasks
and processes.

Example:

3. AI-Powered Chatbot: Implement an AI-powered chatbot on the

company's website and within the software itself to handle routine inquiries 24/7.

Seamless Escalation: In cases where the chatbot cannot resolve complex

issues, it seamlessly escalates the inquiry to a human support agent. The
chatbot transfers the conversation and provides relevant context, ensuring a
smooth transition to personalized support.
Account Information: Customers can inquire about their account status,
subscription details, and license key information. The chatbot retrieves this
information from the database and presents it to the user.

4. Implement Self-Service Options: Develop self-service options for customers to access

information and perform tasks independently.
 Example:

4. Knowledge Base: Develop a comprehensive knowledge base with

articles, FAQs, and troubleshooting guides that customers can access online.

Video Tutorials: In addition to written content, PhilSoft Solutions offers video

tutorials within the Knowledge Base. These videos visually demonstrate tasks
such as software setup, configuration, and advanced features, catering to
different learning preferences.

Searchable Database: Users can easily search for specific topics or keywords
within the Knowledge Base. For instance, they can search for articles on
"software installation" or "account activation.

5. Standardize Processes: Establish consistent, automated workflows for back-end

processes.

Example:

5. Automated Ticketing System: Implement an automated ticketing

system that categorizes and prioritizes customer issues based on their
complexity.

For more complex issues, PhilSoft implements an automated ticketing

system. Customers can submit their problems, and the system categorizes and
prioritizes tickets for efficient resolution by support agents. Automation helps
route tickets to the right teams.

6. Educate Customers: Train customers to use self-service options effectively through tutorials
and guides.

Example:

6. Customer Education: Encourage customers to use the knowledge

base and chatbot for quick problem-solving through in-app messages and
emails.

In-App Messages: When users log in to PhilSoft's software, they receive in-app
messages or pop-ups that highlight the availability of the Knowledge Base and
the AI-powered chatbot for quick problem-solving. These messages include
 direct links to relevant articles and the chatbot, encouraging users to explore
self-help resources.

7. Offer Live Assistance When Needed: Ensure easy access to live support for complex
issues or personalized interactions.

Example:

7. Escalation Path: Create a clear escalation path for customers to

contact a human customer support agent when the chatbot cannot resolve their
issues.

Chatbot Escalation Option: Within the chatbot interface, PhilSoft includes

a dedicated "Escalate to Agent" button. When users encounter issues that the
chatbot cannot resolve, they can simply click this option.

Upon selecting this option, the chatbot immediately notifies the customer
support team of the issue and generates an automated support ticket. The ticket
is then assigned to an available human support agent who specializes in the
specific software or issue category. The assigned agent contacts the user
directly to provide personalized assistance, ensuring a smooth transition from
automated support to human support.

8. Monitor and Optimize: Continuously assess the performance of automated systems and
refine them based on data and feedback.

Example:

8. Chatbot Performance: Continuously monitor the chatbot's

performance, collecting data on successful resolutions and areas for
improvement.

Performance Analytics Dashboard: PhilSoft Solutions maintains a performance

analytics dashboard that tracks key metrics related to the chatbot's performance.
This dashboard compiles data on successful resolutions, response times, and
user satisfaction.
 For instance, the dashboard may show that the chatbot successfully resolves
70% of user inquiries, with an average response time of under 30 seconds. It
also displays user feedback and ratings after each chatbot interaction.

PhilSoft's support team regularly reviews this data to identify areas for
improvement. If they notice that certain inquiries consistently result in chatbot
escalations, they may analyze these patterns to enhance the chatbot's
knowledge base or refine its responses. The goal is to continually optimize the
chatbot's performance, leading to higher user satisfaction and fewer escalations
to human agents.

9. Maintain Compliance and Security: Ensure that automation solutions comply with relevant
regulations and maintain data security.

Example:

9. Data Privacy: Ensure that customer data is handled securely and in

compliance with data protection regulations.

Certainly, here's an example of how PhilSoft Solutions ensures data

privacy:

Secure Data Encryption: PhilSoft Solutions implements robust data

encryption protocols to protect customer data. All customer interactions with the
chatbot, including personal information and support inquiries, are encrypted
during transmission and while stored in the company's databases.

For example, when a user provides their name, email address, or any
sensitive information while interacting with the chatbot, this data is encrypted
using industry-standard encryption algorithms. This ensures that even if there
were a security breach, the data would remain unreadable to unauthorized
parties.

Furthermore, PhilSoft complies with relevant data protection regulations

such as the Philippines' Data Privacy Act and GDPR (if applicable), and they
regularly update their security measures to stay in compliance with evolving data
protection standards. This commitment to data security and privacy ensures that
customer information is handled securely and in accordance with legal
requirements.
10. Adapt to Changing Needs: Stay flexible and adapt to evolving customer preferences and
technological advancements.

Example:

10. Feedback Loop: Establish a feedback loop with customers to gather

input on the chatbot's effectiveness and areas where human support may still be
necessary.

Automated Feedback Surveys: After a support interaction with the chatbot,

PhilSoft's system sends an automated feedback survey to the user. The survey
includes questions about the user's experience with the chatbot, such as its
helpfulness, responsiveness, and accuracy.

For instance, the survey may ask the user to rate their satisfaction with the
chatbot's assistance on a scale from 1 to 5, with 5 being highly satisfied. It also
includes an open-text field for users to provide specific comments or
suggestions.

PhilSoft reviews the feedback regularly to gauge the chatbot's effectiveness and
areas where human support may still be necessary. If users consistently report
challenges with certain types of inquiries, the company can use this input to
improve the chatbot's capabilities or direct users to human support agents when
appropriate. This feedback loop ensures that the chatbot continually evolves to
meet user needs.

11. Customer Notifications: Customer Notifications is a feature that allows you to

automatically notify your customers about the status of their delivery, either by email, or by SMS
(text message).

Example:
 11. Automated Updates: Implement automated email notifications to
inform customers of software updates, new features, and security
patches.

Certainly, here's an example of how PhilSoft Solutions implements

automated email notifications for software updates:

Automated Update Notifications: PhilSoft Solutions maintains a system

that automatically sends email notifications to its customers whenever a
new software update, feature enhancement, or security patch is available.

For instance, when a significant software update is released, the system

sends an email to all registered users, informing them of the update's
availability. The email includes details about the new features or
improvements, instructions for downloading and installing the update, and
a link to the download page.

These automated notifications ensure that customers are promptly

informed about important software developments and can take
advantage of the latest features and security enhancements. It also
contributes to a seamless and proactive user experience.

In this scenario, the software company reduces the personal element in customer support by
leveraging technology, primarily through an AI-powered chatbot and a comprehensive
knowledge base. Customers can get quick answers to common questions and resolve routine
issues independently, freeing up human support agents to handle more complex inquiries. The
company maintains customer satisfaction by offering an escalation path to human support when
necessary and by actively seeking customer feedback for continuous improvement.
MULTIPLE CHOICE QUESTIONS

1. What elements are excluded from the concept of service delivery?

a. Customer
b. Physical support
c. Moral support
d. Back office

2. What is not part of the steps involved in standardizing customer service?

a. Define Your Customer Service
b. Identify key process
c. Document procedures
d. Customer Notifications

3. Great service delivery will help you:

a. build trust
b. enhance brand awareness
c. earn the loyalty of customers
d. entice new competitors

REFERENCES:

Sydle. (2023, September 4). Process standardization: How it’s done and the best tools for
it. Blog SYDLE. https://www.sydle.com/blog/process-standardization-
60f723cfb2503757979bb13b

Souza, I. de. (2023, January 4). Why it’s important to standardize customer service in
2023. ZapSign Blog. https://blog.zapsign.com.br/en/por-que-e-importante-padronizar-o-
atendimento-ao-cliente/

Bharati, S. (2023, April 25). 5 ways to improve service delivery in your organization.
Replicon. https://www.replicon.com/blog/5-ways-improve-service-delivery-organization/

Service delivery system - researchgate. (n.d.).

https://www.researchgate.net/figure/Service-delivery-system_fig3_224123751