gaps model of service quality 2-1. objectives for chapter 9: customer-defined service standards ...
TRANSCRIPT
Objectives for Chapter 9:Customer-Defined Service Standards Distinguish between company-defined and customer-defined
service standards. Differentiate among “hard” and “soft” customer-defined
standards and one-time fixes. Explain the critical role of the service encounter sequence in
developing customer-defined standards. Illustrate how to translate customer expectations into behaviors
and actions that are definable, repeatable, and actionable. Explain the process of developing customer-defined service
standards.
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Factors Necessary for Appropriate Service Standards
Standardization of service behaviors and actions Standardization usually implies a nonvarying sequential
process similar to the production of goods Customization usually refers to some level of adaptation or
tailoring of the process to the individual customer Formal service targets and goals
Setting specific targets for individual behaviors and actions; for example, the customer service standards set by Puget Sound Energy and shown in Figure 9.1.
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Standards are based on the most important customerexpectations and reflect the customer’s view of these expectations.
Customer-Defined Standards
Customer-Defined Standards
Company-Defined Standards
Company-Defined Standards
SOURCESCustomer ExpectationsCustomer Process BlueprintCustomer Experience Observations
SOURCESProductivity ImplicationsCost ImplicationsCompany Process BlueprintCompany View of Quality
Service Standards
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“Not everything that counts can be counted...and not everything that can be counted, counts.”
Albert Einstein
Counting…
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SOFT STANDARDS AND MEASURESOpinion-based measures that cannot be observed and must be collected bytalking to customers (perceptions, beliefs)
HARD STANDARDS AND MEASURESThings that can be counted, timed,or observed through audits (time,numbers of events)
Standards…
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Hard and Soft Service Standards at Ford
Appointment available within one day of customer’s requested service day
Write-up begins within four minutes Service needs are courteously identified, accurately
recorded on repair order and verified with customer Service status provided within one minute of inquiry Vehicle serviced right on first visit Vehicle ready at agreed-upon time Thorough explanation given of work done, coverage
and charges
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Standards at Four Seasons
Seven Service Culture Standards
Core Worldwide Service Operating Standards1. Smile
2. Eye3. Recognition4. Voice5. Informed6. Clean7. Everyone
Reservations Hotel Arrival Messages and Paging Guest Room Evening Service Breakfast Room
Exceptions are permitted if they make local sense
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Responsiveness Standards at Zappos.com
Respond to 80 percent of all incoming calls within 20 seconds
Respond to all e-mail messages in less than four hours
Respond to live (online) chats in less than 10 seconds.
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Soft Standards at Toyota in Japan
Standards for salespeople patterned after samurai behaviors: Assume the samurai warrior’s “waiting
position” by leaning five to ten degrees forward when a customer is looking at a car
Stand with left hand over right, fingers together and thumbs interlocked, as the samurais did to show they were not about to draw their swords
Display the “Lexus Face,” a closed-mouth smile intended to put customers at ease
Samura
i warri
or
“waiti
ng posit
ion”
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More Soft Standards at Toyota in Japan
Standards for salespeople patterned after samurai behaviors: When serving coffee or tea, kneel on the floor
with both feet together and both knees on the ground
Bow more deeply to a customer who has purchased a car than a casual window shopper
Stand about two arms’ lengths from customers when they are looking at a car and come in closer when closing a deal
Point with all five fingers to a car door’s handle, right hand followed by left, then gracefully open the door with both hands
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