Extended Mix for Managing the Customer

Interface - People

Interactions between customers and contact personnel strongly

influence customer perceptions of service quality
Front line jobs are very important, as that is the first point of
customer interaction
First line job is stressful and difficult
Boundary line workers/spanners as they connect inside
organization to customers
- Roles of servicing speed ( better productivity)
- better quality service and
- selling (cross selling and up-selling)- creates conflict
-

Slide by Lovelock, Wirtz and Chew 2009

Essentials of Services Marketing

Chapter 1 - Page 1

Extended Mix for Managing the Customer

Interface - People
People
Well-managed firms devote special care to selecting, training and
motivating service employees
Other customers can also affect ones satisfaction with a service
Provide balanced Productivity and Quality

Slide by Lovelock, Wirtz and Chew 2009

Essentials of Services Marketing

Chapter 1 - Page 2

Extended Mix for Managing the Customer

Interface - People
Sources of conflict
-

Person and role conflict

Inter Client conflict ( among clients- jump que, smoking, loud voice)
Client conflict Company rules or client demands (form fill in banks)
Emotional Labor
Demanding jobs , Service sweat shops

The cycle of failure and Success

- Failure short term view
- Mediocrity some how do it attitude
- Success long term view of business
Employ>Train>> Perform> Retrain>>Perform better
Client Satisfied>Repeat> Loyal

Slide by Lovelock, Wirtz and Chew 2009

Essentials of Services Marketing

Chapter 1 - Page 3

Extended Mix for Managing the Customer

Interface - People

High performance delivery teams Air line crew, Hotel staff

Hiring the People

Train the employees
-

Product knowledge
Interpersonal skills
Organization culture, purpose and strategy
Quality standards, targets

Slide by Lovelock, Wirtz and Chew 2009

Essentials of Services Marketing

Chapter 1 - Page 4

Extended Mix for Managing the Customer

Interface - People

Empower the front line ( customization and judgement)

Motivation, Job content, Career Path
Feedback, Recognize good performers
Service Leadership and Culture

Internal marketing: Update employees on what is expected of them

Ex: Ritz-Carlton Gold standard- 20 point checklist for the service
and every morning briefing

Slide by Lovelock, Wirtz and Chew 2009

Essentials of Services Marketing

Chapter 1 - Page 5