Service Strategies

Syed ali esa

 Managing the Service Strategy
Overview:
□ Service models differentiate in compliance with
the company policies. While some companies put
the customers at the heart of all service process,
some might prefer to target them as final
consumers.
Goal:
□ The goal of this lesson is to introduce service
models to learners and make them be able to
compare the benefits of each.
 Objectives
At the end of this lesson, learners will be able to:
□ Define common service model
□ Define guest service model
□ Explain service triangle
□ Explain guest cycle and its relationship with
frequency
The Common Service Model

General
Manager

Exec. Committee

Middle
Management
Front-line Employees

Customer
Guest Service Model
GUESTS
Front-line
Employees
Middle
Management
Exec. Committee

General
Manager
 The Service Triangle
The Service Strategy

Guest

How well these factors integrate will

determine the guest experience of the
organization

People
Service Systems
 The Service Strategy
□ Management must construct a service strategy
statement
□ A formal recognition by management to deliver products
and services desired by their guests
□ Identify what the guest want
□ Market research
□ Customer comments
□ Employee interaction
□ Involvement of employees in the planning process is
crucial
 Guest Cycle

Reservations

Arrival

Check-out
“Moments of Truth”

Roaming guests incurs

Verify Accounts charges

Post guest charges

 Frequency of Complaints and
Compliments
□ Dissatisfiers
□ Complaint of poor performance
□ Satisfiers
□ Unusually good performance will elicit compliments
□ Critical variables
□ Capable of eliciting both positive and negative comments
□ Neutrals
□ Factors that are not salient to guest
 Satisfied Customers Want
Care and concern from service providers

□ Spontaneity
□ People who are authorized to think
□ Problem solving
□ People who can work out intricacies of problems
□ Recovery
□ Will anybody make a special effort to set a problem right?
 Training
□ Product view of service
□ Emphasizes service as a task
□ Control
□ Employee behavior
□ Cost of transaction/process
□ Objective and measurable standards
 Training
□ Process view of service
□ Emphasizes interaction with guest
□ Empowers employees
□ Satisfy guest’s needs
□ Solve guest problems
 The Experienced Hotel
□ Hotel services are a commodity if:
□ If not distinguishable from the competition
□ Sales are based on price
 Economic Distinctions
Economic Commodity Goods Services Experience
Offering
Function Extract Make Deliver Stage

Attribute Natural Standard Intangible Memorable

Supply Bulk Inventoried Delivered Revealed over

on demand duration

Seller/ Trader/ Market Manufact/ Provider/ Stager/ Guest

Buyer User Client
Factors of Characteristic Features Benefits Sensations
Demand
 A Commodity v. Experience
□ Gum ball dispenser
□ Computer service call
□ Buying a toy
□ Hotel services

What are ideas that you do in your

hotel that could be enhanced from a
commodity service to an “Experience?”