customer service chapter 1
TRANSCRIPT
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Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserve.Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserve.
After reading this chapter, you should be able to:
Ienti!y "n escribe the history, "ges o! ch"nge, "n
c#rrent st"t#s o! g#est service in the $.S.
Ienti!y the #ses o! v"rio#s re"sons %hy g#ests "y not
o#t%"rly copl"in. Ienti!y "n e'pl"in the re"soning behin %hy g#ests sh"re
their poor e'periences %ith others.
(escribe the e'pect"tions o! g#ests "s they rel"te to
hospit"lity. )'pl"in "n "pply the concept o! #sing *#"lity service "s "
copetitive "v"nt"ge.
(escribe et"ils reg"ring the legens o! g#est service.
CHAPTER 1+) -ASICS / $)S+ S)RIC)
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#est Service is "
Science "n "n Art
Both a science and an art
It is #ch ore th"n #st being nice to people.
-#sinesses !"il "t it "ll o! the tie.
It oesnt #st h"ppen by itsel!. It re*#ires " speci"l blen o!4
5roce#re
+echni*#e
S6ill +he h#"n eleent
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#est Service is Integr"te
Integr"te into the over"ll b#siness oel
It is p"rt o! the cop"nys ientity, or br"n "n #st
be t"ilore to the inivi#"l oper"tion
C#stoi7e, pl"nne, "n e'ec#te Incl#ing systes th"t s#pport it
)ployees #st be 6no%lege"ble "bo#t4 -r"n
5ro#cts per"tions
C#stoers #st be properly g"#ge or "ssesse to
ens#re proper "lignent %ith the br"n i"ge.
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#est Service is Integr"te
(contd) It is4
5"rt o! the core o! the b#siness.
Integr"te into ne"rly every ecision.
C"lc#l"te "n pl"nne. )vient in "ll o! the oper"tions, the people, "n the
pl"n.
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#est Service is
8eeting )'pect"tions
Definition
#est Service4 8eeting g#ests e'pect"tions
+here "re " v"riety o! siil"r e!initions.
Anytie p"trons, or even prospective p"trons,inter"ct %ith " !"cet o! the org"ni7"tion9 c#stoer
service is renere. :#"lity c#stoer service is eeting "n e'ceeing
the inivi#"l c#stoers e'pect"tions.
I! service eets or s#rp"sses c#stoers
e'pect"tions, in "ny sit#"tion, it is s"i to be *#"lity
c#stoer service.
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)'"ples o! -" Service
Staffing:
+hey "re #nerst"!!e.
+hey "rent p"i eno#gh.
+hey "rent properly tr"ine. +hey "re #st h"ving " b" "y.
;o person or syste is present to onitor. +hey "re in tr"ining.
+hey "re over%or6e "n tire.
It isnt their responsibility.
+he boss isnt present or oesnt c"re.
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)'"ples o! -" Service
(contd) Systems:
+he cop#ter is slo%.
+he 6itchen is slo%.
+he
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)'"ples o! -" Service
(contd) Capacity/Customers:
+here "re too "ny c#stoers.
+hey int e'pect this "ny c#stoers.
+he c#stoer is r#e. +he c#stoers "re too e"ning.
+he c#stoers ont 6no% %h"t they %"nt.
+he c#stoers ont p"y "ttention.
+he c#stoer oesnt see to in. ;o one h"s copl"ine tocorpor"te.
+he p"rty ne't to #s or in the other roo is too lo#.
;one o! the "re tr#ly "ccept"ble.
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In the #ests 8ins
hen they recei!e poor ser!ice:
I ont thin6 its %orth it.
I trie be!ore "n no one listene.
I " in " h#rry. I ont %"nt to "6e " scene.
I !eel b" !or the st"!!.
It isnt the st"!!s !"#lt.
I ont %"nt to get "nyone in
tro#ble.
+here sees to be no sol#tion in
sight.
I "!r"i th"t theyll ess %iththe !oo.
I ont thin6 th"t it %ill "6e "
i!!erence.
I ont thin6 "nyone c"res.
I #st h"te this pl"ce "n I %"nt tole"ve.
=o# "y not "l%"ys 6no% the re"son %hy " c#stoer oesnt
copl"in.
While they %ont tell yo#, they %ill be s#re to tell "ny o! their
!riens.
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oo Service
A common phrase is:
>oo service c"n "6e #p !or " b" !oo, b#t goo
!oo c"nnot "6e #p !or poor service.?
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Copetitive Av"nt"ge
o! Service )veryone @essenti"lly o!!ers " generic pro#ct4
/oo
-e
S"e setting
Rit7 C"rlton >We "re B"ies "n entle"n serving B"ies "n
entle"n.?
>/#l!ill even the #ne'presse %ishes o! o#r g#ests.?
+hree Steps o! Service4 A %"r "n sincere greeting. $se the g#ests n"e.
Anticip"tion "n !#l!illent o! the g#ests nees.
/on !"re%ell. ive " %"r goobye "n #se the g#ests
n"e.
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-" ;e%s +r"vels /"st
+he c#stoer still neee to vent.
C#stoers nee to be "!!ore the ch"nce to e'press theselves.
enting is " nor"l p"rt o! the c#stoer service process.
C#stoers "y see6 revenge.
I! c#stoers believe they h"ve been %ronge, they %"nt to get even.
C#stoers reeber #n#s#"l events.
C#stoers contin#"lly t"6e in in!or"tion "n !ilter "ll b#t the ost
#n#s#"l, eotion"l, or iport"nt o! in!or"tion.
5eople love to repe"t e'tree events.
Re"lly gre"t "n re"lly b" events "re ore interesting to sh"re.
5eople c"n rel"te to these inciences. )veryone h"s been %ronge "t soe tie.
Service org"ni7"tions "n eployees "ppe"r iperson"l.
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"l#e o!
Ret#rning C#stoers Boy"l, ret#rn c#stoers "re highly so#ght"!ter pri7es.
-#sinesses spen in!inite "o#nts o! oney "ttr"cting
c#stoers "n then #nerv"l#e the "s they "rrive "n
e'perience the pro#ct. +hey "re o!ten tre"te "s i! it is the !irst "n l"st tie they
%ill ever be seen.
It costs !"r less to 6eep " ret#rn c#stoer th"n to obt"in "
ne% one. -#sinesses sho#l spen less oney "ttr"cting c#stoers
"n ore e!!ort ret"ining the ones they h"ve.
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Ages o! Service in $.S.
Age of Ser!ice4 +he c#rrent "ge in the $nite St"tes. As the $nite St"tes lost its
"n#!"ct#ring obs, they %ere repl"ce %ith servicerel"te obs.
Age of manufacturing4
rigin"lly, the $nite St"tes %"s l"rgely "n "gric#lt#r"l n"tion. Itevolve into " thriving "n#!"ct#ring n"tion b#t then *#ic6ly lost.
Age of communication4 While service contin#es to oin"te the econoy "n eployent o!
the $nite St"tes, the "v"nces "n proli!er"tion o! technology sp#rre
" ne% phenoenon o! co#nic"tion. ;ever be!ore co#l so #chin!or"tion be so re"ily "v"il"ble so che"ply "n e"sily. S#ppliers,
b#sinesses, "n c#stoers c"n no% "ll co#nic"te in re"ltie "n
h"ve the "bility to "ccess e"ch others recors.
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Ages o! Service in $.S.
(contd) Age of techno"ogy4
Co#ple %ith service, the $nite St"tes "lso s"% " boo in
"n"log, then igit"l technology in the 1DE0s "n 1DD0s.
+his he"vily in!l#ence the %"y th"t b#sinesses oper"te.
-#siness !#nctions %ere e'peite by cop#teri7"tion. As the $nite St"tes lost "ny o! its "n#!"ct#ring obs to
other co#ntries, it beg"n repl"cing the %ith servicerel"te
obs.
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-"c6gro#n o! Service
$ntil recently4
A "ority o! people live in rel"tively s"ll neighborhoos
%here everyone 6ne% e"ch other.
Wor6ers h" " cr"!t or tr"e.
As ore people beg"n %or6ing !or "n ho#rly %"ge !or bigb#sinesses, cr"!ts"n beg"n to lose their sense o! neighborhoo
"n cr"!t.
+his !orever ch"nge the ie" "n tr"ition o! service.
8"n"geent "lso ch"nge to re!lect the progression.
Re%"rs, otiv"tions, st"n"r oper"ting proce#res, "np#nishents re#ce cr"!ts"n to " s#bh#"n st"n"rs.
Since the en o! Worl W"r II, Aeric"ns evelope " >nee !or
spee.? C#stoers gre% to be ip#lsive, "n e'pect"tions
incre"se.
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Sel!Service
Ad!antages:
(ecre"se l"bor
Incre"se spee o!
service
Incre"se processing Shorter lines
Incre"se "ccess
Disad!antages:
Boss o! h#"n inter"ction
S#bect to inp#t error
(i!!ic#lty !i'ing errors $n!"ili"r %ith technology
$n!"ili"r %ith process
$ncert"inty o! tr"ns"ction
:#"lity c#stoer service
re"ins the cornerstone o!
the hospit"lity in#stry.
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Begens in Service
8"n"geent # Ed$ards Deming:
St"tistici"n "n "n"geent cons#lt"nt consiere to
be " le"er in the c#stoer service oveent +ot"l *#"lity "n"geent @+:8 oveent
A!ter WWII, "ppro"che the J"p"nese %ith ie" o!
"pplying st"tistics to "#tootive "n#!"ct#ring "n
helpe to ipleent >contin#o#s process
iproveent.?
As " res#lt, the 1DE0s s"% J"p"nese c"rs oin"te the
c"r "r6et.
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Begens in Service
8"n"geent (contd) # Ed$ards Deming (contd):
(eing Cycle, ost coonly
re!erre to "s the 5l"nF(oF
Chec6FAct @5(CA Cycle.
/o#rstep process !or
ipleenting ch"nge, or,
contin#o#s iproveent.
$se!#l !or increent"l or
bre"6thro#gh iproveent.
5rootes the ie" th"t "
b#siness c"n "l%"ys iprove.
5l"n
(oChec6
Act
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Begens in Service
8"n"geent (contd) %oseph %uran:
Creite "s being the >/"ther o! :#"lity Service.?
/rien "n colle"g#e o! W. )%"rs (eing
(r. J#r"n "lso helpe to intro#ce *#"lity to the
J"p"nese.
e %"s " lect#rer "n b#siness cons#lt"nt in ore th"n
G0 co#ntries.
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Begens in Service
8"n"geent (contd) Phi"ip Cros&y:
5#blishe " %ell6no%n boo6, Quality is Free.
Able to sho% th"t *#"lity progr"s %o#l s"ve #ch
ore oney th"n they cost.
(RI/+ @o it right the !irst tie "n Hero (e!ects.
It is "n ie" th"t proote processes "n proce#res
th"t r"n soothly "n e!!iciently, th#s, oing it right
the !irst tie.
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Begens in Service
8"n"geent (contd) Tom Peters:
5op#l"ri7e 8"n"geent by W"l6ing Aro#n @8-WA
+he ie" th"t "n"gers sho#l >get in to#ch? %ith the
eployees "n c#stoers
+o le"rn %h"t is re"lly occ#rring.
A#thoreIn Search of Excellence (r. 5eters %"s one o! the !irst "n ost in!l#enti"l g#r#s
o! contepor"ry "n"geent.
"s "voc"te !or service e'cellence thro#gh pr"ctic"l
e"ns.
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Begens in Service
8"n"geent (contd) Peter Druc'er:
Coonly 6no%n "s the >/"ther o! 8oern
8"n"geent? Avoc"te !or the h#"n sie "s oppose to the
n#bers.
e %"s pop#l"r !or ie"s s#ch "s >"n"geent by
obectives? "n the >6no%lege %or6er.?
W"s very intereste in the concept o! peritting
%or6ers to thin6 !or theselves.
e "e "ny preictions, soe o! %hich c"e tr#e.
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5"r"igs
A belie! th"t is coonly "ccepte "s being the proper
%"y or etho th"t soething is to be one.
+his proote >thin6ing o#tsie the bo',? in %hich "
p"r"ig %"s consiere to be >the bo'.?
+he ie" o! " p"r"ig shi!t bec"e very pop#l"r %ith
the *#"lity oveent.
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8oent o! +r#th
A point o! service "t %hich c#stoer service is either
"e or lost.
+he concept o! the oent o! tr#th %"s !irst pop#l"ri7e
by J"n C"rlson o! SAS Airlines.
+he service e'perience is "e #p o! "ny oents o!
tr#th.
)"ch c"n be "n"ly7e.
)"ch sho#l be v"l#e.
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C i ht 2013 b J h Wil & S I All Ri ht R C i ht 2013 b J h Wil & S I All Ri ht R
Ch"pter Revie%
:#estions Wh"t is the e!inition o! *#"lity g#est service
Why o soe c#stoers choose not to copl"in
Wh"t >Age o! Ch"nge? "re %e c#rrently in
Bist !ive e'"ples o! sel!service th"t yo# h"ve #se in the
p"st %ee6. o% i (eing help the J"p"nese
Why o %e ten to !orget cert"in events %hile reebering
others
When i the nee !or spee becoe pop#l"r in the $niteSt"tes
Why oes b" service still e'ist
Who is the /"ther o! :#"lity Service
Who is the /"ther o! 8oern 8"n"geent