customer’s role in service delivery. creating value by participating in the service delivery...
TRANSCRIPT
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Customer’s Role in Service Delivery
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Creating Value
By participating in the service delivery process, customers create value for themselves
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How Customers Widen the Service Performance Gap
Lack of understanding of their roles
Not being willing or able to perform their roles
No rewards for “good performance”
Interfering with other customers
Incompatible market segments
12-3
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Importance of Other Customers in Service
Delivery
Other customers can detract from satisfaction
disruptive behaviors excessive crowding incompatible needs
Other customers can enhance satisfaction
mere presence socialization/friendships roles: assistants, teachers, supporters
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Customer Roles in Service Delivery
Productive Resources
Contributors to Quality and Satisfaction
Competitors
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Customers as Productive Resources
“partial employees”• contributing effort, time, or other
resources to the production process customer inputs can affect
organization’s productivity key issue:
• should customers’ roles be expanded? reduced?
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Customers as Contributors to Service Quality and Satisfaction
Customers can contribute to
• their own satisfaction with the service by performing their role effectively by working with the service provider
• the quality of the service they receive by asking questions by taking responsibility for their own satisfaction by complaining when there is a service failure
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Customers as Competitors
customers may “compete” with the service provider
“internal exchange” vs. “external exchange”
internal/external decision often based on: • expertise• resources• time• economic rewards• psychic rewards• trust• control
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Customer Participation across Different Services
12-9
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Technology Spotlight:Services Production Continuum
1 2 3 4 5 6
Gas Station Illustration1. Customer pumps gas and pays at the pump with automation2. Customer pumps gas and goes inside to pay attendant3. Customer pumps gas and attendant takes payment at the pump4. Attendant pumps gas and customer pays at the pump with automation5. Attendant pumps gas and customer goes inside to pay attendant6. Attendant pumps gas and attendant takes payment at the pump
Customer Production Joint Production Firm Production
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A Proliferation of Self-Service Technologies
ATMs Pay at the pump Airline check-in Hotel check-in, out Automated car
rental Blood pressure
machines Tax prep software Self-checkout
Online banking Online vehicle
registration Online auctions Home and car
buying online Package tracking Internet shopping IVR phone systems Distance education
12-11
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Strategies for Enhancing Customer Participation
12-12
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Strategies for Enhancing Customer Participation
Define customers’ roles• Helping oneself• Helping others• Promoting the company
Recruit, educate, and reward customers• Recruit the right customers• Educate and train customers to perform
effectively• Reward customers for their contributions• Avoid negative outcomes of inappropriate
customer participation
Manage the customer mix12-13
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Characteristics of Service that Increase the Importance of Compatible Segments
12-14