Employees Role in Service Delivery

Team: Nandini Perumal Senthil Kumar T.Vijay Manikanda Rama Narayanan

Examples
 Singapore Airlines  Universal card Services  Fairmont Hotel

Gap Model of Service Quality

Expected Service

Perceived service External communications To customers

Gap 1

Service Delivery Gap 3 Customer-driven Service designs & standards Gap 2 Company perception of Customer expectation Gap 4

The Service Triangle

Company

Internal marketing (Enabling Promises)

External marketing (Making Promises)

Providers Interactive marketing (Keeping Promises)

Customers

The service profit chain

Employee retention Internal service quality Employee satisfaction Employee productivity External Value chain Customer satisfaction Customer loyalty

Revenue growth

Profitability

5 Dimension of Service Quality

    
Reliability Responsiveness Assurance Empathy Tangibles

Boundary Spanning Roles

 Who are Boundary Spanners?  Spectrum of skills  High Stress and trade Off

Emotional Labour
 What is Emotional Labour beyond Physical and Mental e.g. Airlines Industry

Souces Of Conflict
 Person/Role Conflicts  Organisation/Client Conflict  Interclient Conflict

Quality/Productivity Trade Offs e.g. grocery Store, Arch Draftsman

Strategies Closing Gap 3

   
Hire the right People Develop people to deliver Service Quality Provide the needed Support System Retain the best People

Hire the Right People

 Compete for the best People  Hire for Service Competencies and Service Inclinations  Be the Preferred employer  Train For technical and Interactive Skills

Develop People to deliver Service Quality.



To ensure service performance organization must train and work with the individuals.

Train for technical and interactive skills.  Eg. Working with accounting systems in hotels , cash machine procedures in a retail store.  Training through formal education , on the job training. ICICI bank , e-learning or internship training.  Training should fit their business goals and strategies.  Service staff training Interactive skills to be caring , responsible and emphathetic.

 Empower Employees :
 Give employees the desire , skills , tools and authority to make decisions on customers behalf.  Provide knowledge and tools to them to take decisions.  Reduces job related stress . Improved job satisfaction and better outcomes for customers.  Bowen and Lawler suggest : empowerment suits organizations business strategy is differentiation and customization , long term relation ship with customers , complex technology , unpredictable business environment , managers and employees have high growth , social needs and strong interpersonal skills.  Eg :

 Promote Team Work :

 Alleviates stresses and strains.  People become enthusiastic , do quality service.  They should know their internal customers and how they contribute to the end product .this enhances team work.  Provide Needed Support Systems : Customer focused internal support and customer oriented systems are required for employees to deliver quality service. Eg. Bank teller needs easy access to up to date customer records. - Measure and reward internal service. Viz. Internal customer service audits. - Provide Supportive Technology and equipment.

Retain the Best People

 Include employees in the companys vision. They should know how their daily activity fits in the organization and its goals. eg. SW Airlines. This motivates them.  Treat employees as customers.  Measure employee satisfaction and improve the work place environment.  Measure and Reward Strong Service Performers. Viz. Sales people , service people , engineers , marketers . Reward to retain good performers.  e.g.. Package Performance based incentive.

Service Culture.
 Behavior of employees is proportional to the organizations culture (pattern of shared values).  Appreciation for good service  Ensure quality service in internal and external customers.  Develop a service culture in the organization.  Transport a service culture : globalization requires overcoming legal , cultural and language barriers e.g. McDonalds maintains its American identity at the same time makes sure certain products cater to the local needs.