chp 12 customer roles

8/13/2019 Chp 12 Customer Roles

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Chp. 12 Customers' Roles in Service

Delivery

4/4/2001

MKTG/HTM 386 1

Customer Contributions

and Roles in ServiceDelivery

MKTG/HTM 386

Spring 2001

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Introductionn Customers play roles in service deliveryn Customers contributions influence

service outcomes

n Where can we go wrong?If customers:

n lack understanding of their roles

n are unwilling or unable to perform theirroles

n are not rewarded for good performance

n other customers interfere

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Objectivesn Emphasize the importance of

customers in successful servicedelivery

n Describe the variety of roles thatservice customers play

n Review strategies for involvingservice customers effectively

Result: productivity, quality, andcustomer satisfaction

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Class Exercise

Think about a unique service which you haveconsumed, about which you are quite

satisfied.

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Class Exercise

1. What service have youselected?

2. Describe your role as acustomer.

3. How did you learn your

role?4. How important is the

customer to the servicedelivery process?

5. How would you describeyour level ofparticipation?

6. What influence do othercustomers have on yourservice experience?

7. When might othercustomersenhance/diminish yourexperience?

8. Could you be considereda partial employee ofthis organization? Whyor why not?

9. When might you, as thecustomer, be able toenhance/diminish yourexperience?

10. Is this a service that youmight, at some point, beable to provide foryourself? Why or whynot? 6

The Importance of Customersin Service Delivery

n Participation is inevitable, oftenindispensable

n The needed level of participation

mattersn inputs include information, effort, or

physical possessions

n low, moderate, high


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The Importance of Customersin Service Delivery

n Other customers matter, too

n can affect the nature of the serviceoutcome

n can enhancecan detract examples for each

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Customers Roles

n Customers as Productive Resources

n Customers as Contributors toService Quality, Value, andSatisfaction

n Customers as Competitors

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Customers as ProductiveResourcesn The concept of the partial employee

n part of the service firms human resources

n customers contribute effort, time, andresources (like employees do)

n The logic: design customersparticipative roles to maximize theircontribution to the service creationprocessn new tasks not yet doing

n get better at tasks already doing

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Customers as Contributors to ServiceQuality, Value, and Satisfaction

n With ineffective customer roleperformance, the desired serviceoutcome is not possible

n Effective role performancecontributes to:

n quality of the outcome

n your own (i.e., customers) satisfaction

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Customers as Contributors to ServiceQuality, Value, and Satisfaction

n Meansasking qs, takingresponsibility, even complainingwhen needed

n Customers can create value forthemselves

n e.g., IKEA

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Customers as Competitors

n When customers perform the entireservice alone

n Then dont need the provider at all

n Its a question of:

Internal Exchange (DIY)

vs.

External Exchange (Hire someone)


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Strategies for EnhancingCustomer Participation

Q: Whats at stake?

A: Productivity, Positioning, ServiceQuality, Customers Satisfaction

Potential Strategies:

n Define Customers Jobs

n Recruit, Educate, and RewardCustomers

n Manage the Customer Mix

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Strategies for EnhancingCustomer Participation

EffectiveCustomer

Participation

Recruit, Educate,

and RewardCustomers

Define CustomerJobs

Manage theCustomer

Mix

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Define Customers Jobs

Q: What type of participation do youwant from customers?

Consider: existing level and nature of theservice

n Job 1: Helping Yourself

n Job 2: Helping Others

n Job 3: Promoting the Company

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Technology Spotlight:

Services Production Continuum

1 2 3 4 5 6

Gas Station Illustration

1. Customer pumps gas and pays at the pump with automation2. Customer pumps gas and goes inside to pay attendant

3. Customer pumps gas and attendant takes payment at the pump4. Attendant pumps gas and customer pays at the pump with automation

5. 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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Convenience Store Gas

What role do you want customers to play?

Where do you want to accept payment?What are the pros/cons of eachapproach?

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Recruit, Educate, and RewardCustomers

*Use models of employee behavior

n Recruit the right customersn need customers who will be comfortable

with their roles

n make roles clear in companycommunications

n Educate and train customers to performeffectivelynsocialize customers into the organizat ion

values, expectations, necessary skills


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n Educate and train... (cont.)

n tools orientation programs

written literature

signage

learning from others

n Weight Watchers example w/in chapter

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n Reward customers for their contributions

n possible rewards (from customers view) greater personal control over the service

increased access

time savings

monetary savings

psychological and physical benefits

n make benefits/rewards plain to see!

n tailor benefits/rewards to customer needs

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Managing the Customer Mix

n Compatibility Managementn managing multiple and sometimes conflicting

segments

n numerous examples in the hospitality industry

Attract homogeneous consumers

Physical grouping

Customer codes of conduct

Make employees sensitive to potential conflicts

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Summary

n Focusing here on the role ofcustomers in service delivery

n Reasons exist for these gaps incustomer performance

n Customers serve three primaryparticipative roles

n Can develop strategies to enhanceeffective customer participation

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Questions for Guest Speaker April 11th, 6:30pm

n JoAnn Tripp, Director of Sales, OmniHotel, Richmond

n Develop 2-3 questions, such as:

Nature of sales careers? Tips for initial job in hospitality sales?

Tips for career success?

Structure and function of hotel salesprofessional?

Other items??

chp 12 customer roles

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