delivering performing service
TRANSCRIPT
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DELIVERING AND PERFORMING SERVICE
By: Sagar Dembani Mba,Dimat
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CUSTOMER
COMPANYService Delivery
Service Performance
Gap
Customer-Driven Service Designs and
Standards
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Employees’ Roles in Service Delivery
Service Culture The Critical Importance of Service
Employees Boundary-Spanning Roles Strategies for Delivering Service Quality
Through People Customer-Oriented Service Delivery
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“A culture where an appreciation for good service exists, and where giving good service to internal as well as ultimate, external customers, is considered a natural way of life and one of the most important norms by everyone in the organization.”
- Christian Gronroos (1990)
Integrity, joy, respect In front of the public – behind the scenes Hundreds of details
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They are the service.
They are the organization in the customer’s eyes.
They are the brand.
They are marketers.
Their importance is evident in:◦ the services marketing mix (people)◦ the service-profit chain◦ the services triangle
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The critical importance of service employees in creating customer satisfaction and service quality
Demonstrating the challenges inherent in boundary-spanning roles
Examples of strategies for creating customer-oriented service delivery
How the strategies can support a service culture where providing excellent service is a way of life
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Internal Marketing
Interactive Marketing
External Marketing
Company(Management)
CustomersEmployees
“Enabling the promise”
“Delivering the promise”
“Making the promise”
Source: Adapted from Mary Jo Bitner, Christian Gronroos, and Philip Kotler
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Focus on a service organization. In the context you are focusing on, who occupies each of the three points of the triangle?
How is each type of marketing being carried out currently?
Are the three sides of the triangle well aligned?
Are there specific challenges or barriers in any of the three areas?
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Overall Strategic Assessment◦ How is the service
organization doing on all three sides of the triangle?
◦ Where are the weaknesses?
◦ What are the strengths?
Specific Service Implementation◦ What is being promoted
and by whom?◦ How will it be delivered
and by whom?◦ Are the supporting
systems in place to deliver the promised service?
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Reliability Responsiveness Assurance Empathy Tangibles
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They are the service. They are the organization in the customer’s
eyes. They are the brand. They are marketers. Their importance is evident in:
◦ The Services Marketing Mix (People)◦ The Service-Profit Chain◦ The Services Triangle
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Who are they?◦ “boundary spanners”
What are these jobs like?◦ emotional labor◦ many sources of potential conflict
person/role organization/client interclient
◦ quality/productivity tradeoffs
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Internal Environment
External Environment
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Person versus role
Organization versus client
Client versus client
Quality vs. Productivity
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Provideneeded support
systems
Hire theright people
Retain thebest
people
Developpeople to
deliverservicequality
Hire for servicecompetencies and
serviceinclinationCompete for
the bestpeople
Measure andreward strong
serviceperformers
Treatemployees
ascustomers
Includeemployees in
the company’s
visionDevelop
service-orientedinternal
processes
Providesupportivetechnology
andequipment
Measureinternal service
quality
Promoteteamwork
Empower employees
Train fortechnical and
interactiveskills
Be the preferredemployer
Customer-OrientedServiceDelivery
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Benefits:◦ quicker responses to
customer needs during service delivery
◦ quicker responses to dissatisfied customers during service recovery
◦ employees feel better about their jobs and themselves
◦ employees tend to interact with warmth/enthusiasm
◦ empowered employees are a great source of ideas
◦ great word-of-mouth advertising from customers
Drawbacks:◦ potentially greater dollar
investment in selection and training
◦ higher labor costs◦ potentially slower or
inconsistent service delivery
◦ may violate customers’ perceptions of fair play
◦ employees may “give away the store” or make bad decisions
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Manager
Supervisor
Front-lineEmployee
Customers
Front-lineEmployee
Front-lineEmployee
Front-lineEmployee
Supervisor
Front-lineEmployee
Front-lineEmployee
Front-lineEmployee
Front-lineEmployee
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Manager
Supervisor
Front-lineEmployee
Customers
Front-lineEmployee
Front-lineEmployee
Front-lineEmployee
Supervisor
Front-lineEmployee
Front-lineEmployee
Front-lineEmployee
Front-lineEmployee