1. Are your clients reallysatisfied?Measuring service delivery with aclient-focused approach

2. Program What is quality? The SERVQUAL-model How to measure quality? Questions and discussion

3. Whats the difference between amagician and a service organization? Gkhan Tuna, TOPdesk

4. Whats the difference between a magician and a service organization?A magician makes things unvisible.A service organization tries to makeeverything as visible as possible. Gkhan Tuna, TOPdesk

5. Client focused =Delivering quality Gkhan Tuna, TOPdesk

6. Client focused = Delivering qualitywhat is quality? Gkhan Tuna, TOPdesk

7. Philosophical approachFor example:Music composed byBeethoven is of a highquality, but we still dontknow why Gkhan Tuna, TOPdesk

8. Philosophical approachScientifically interesting,but practically useless:- Quality can not beexplained nor measured Gkhan Tuna, TOPdesk

9. Technical approach Frederick W. Taylor laid the foundations in: The Principles of Scientific Management (1911)Gkhan Tuna, TOPdesk

10. Technical approach Quality can be seen as an objective standard that can be measured. Any divergence from the standard means a reduction in quality.Gkhan Tuna, TOPdesk

11. Client-focused approach Quality is subjective and depends on the clients individual experience Gkhan Tuna, TOPdesk

12. Client-focused approach Joseph M. Juran, expert in quality management: The quality of a service is good when the client is convinced that its good. Gkhan Tuna, TOPdesk

13. ITIL v2Quality is the whole setof qualities andcharacteristicsof a product or servicethat are of interest tothe satisfactionof agreed or self-evidentneeds Gkhan Tuna, TOPdesk

14. ITIL v3Utility =what does the clientget?Warranty = in what waydoes it get delivered? Gkhan Tuna, TOPdesk

15. What is quality? Gkhan Tuna, TOPdesk

16. What is quality? Quality =Percieved Service Expected Service Gkhan Tuna, TOPdesk

17. What is quality? Quality = Percieved Service Expected ServiceWhat is the cause of a low quality service?1. Shortcomings of a service organization2. The result of influences towards the customers (overpromising) Gkhan Tuna, TOPdesk

18. Word of mouth Personal needs Past experience communications Expected serviceCustomer Perceived serviceOrganizationServiceorganization Service delivery Translation of instructions into actions Translation of strategy into procedures Formulation of strategy by the management Gkhan Tuna, TOPdesk

19. Word of mouth Personal needs Past experience communications Expected service Quality?Customer Perceived serviceOrganizationServiceorganization Service delivery Translation of instructions into actions Translation of strategy into procedures Formulation of strategy by the management Gkhan Tuna, TOPdesk

20. How to measure quality? Gkhan Tuna, TOPdesk

21. EXAMPLE #1Service Performance Metric:ASA (Average Speed toAnswer):Average time (usually inseconds) it takes for a call tobe answered by the servicedesk Gkhan Tuna, TOPdesk

22. EXAMPLE #1KPI:Phone calls are to beanswered within 6 seconds Gkhan Tuna, TOPdesk

23. EXAMPLE #1Practice:Service desk employeeanswers phone calls quickly,but puts the caller on hold. Gkhan Tuna, TOPdesk

24. EXAMPLE #1Conclusion:KPI achieved!But: are clients satisfied? Gkhan Tuna, TOPdesk

25. How to measure quality? IT organizations are often stuck to the technical approach of measuring quality Gkhan Tuna, TOPdesk

26. How to measure quality? IT organizations are often stuck to the technical approach of measuring qualityPossible danger: One-sided view Losing sight of reality Gkhan Tuna, TOPdesk

27. EXAMPLE #2Service Level Agreement:99% uptime for a CRMapplication in a 24/7 servicewindow Gkhan Tuna, TOPdesk

28. EXAMPLE #2Practice:CRM application commonlyused during office hours (9am 5 pm) Gkhan Tuna, TOPdesk

29. EXAMPLE #2Incident/Failure:Due to overuse during officehours the application needsa restart twice a dayThe restart takes appr. 5minutes, but unsaved datafor users are lost Gkhan Tuna, TOPdesk

30. EXAMPLE #2SLA measurement:100% Uptime = 1.080minutes per weekDowntime in example #2 =50 minutes per week Gkhan Tuna, TOPdesk

31. EXAMPLE #2 Gkhan Tuna, TOPdesk

32. EXAMPLE #2Conclusion:Uptime = 99.5%SLA achieved!But: are clients satisfied? Gkhan Tuna, TOPdesk

33. Word of mouth Personal needs Past experience communications Expected serviceCustomer Perceived serviceOrganizationServiceorganization Service delivery Translation of instructions into actions Translation of strategy into procedures Formulation of strategy by the management Gkhan Tuna, TOPdesk

34. Word of mouth Personal needs Past experience communications Expected serviceCustomer Perceived serviceOrganizationServiceorganization Service delivery Service Quality Translation of instructions into actions Translation of strategy into procedures Formulation of strategy by the management Gkhan Tuna, TOPdesk

35. Word of mouth Personal needs Past experience communications Expected serviceCustomer Perceived service Client Satisfaction?OrganizationServiceorganization Service delivery Service Quality Translation of instructions into actions Translation of strategy into procedures Formulation of strategy by the management Gkhan Tuna, TOPdesk

36. How to measure quality? Gkhan Tuna, TOPdesk

37. THE SERVQUAL-MODEL (Zeithaml, Parasuraman, Berry; 1985 1994) Service vs Manufacturing The model offers a way to measure the perception of a customers towards the quality of a service Quality of a service has been split up into five dimensions that customers experience Gkhan Tuna, TOPdesk

38. 1. TANGIBLES Physical facilities, equipment andthe appearance of personnel. Gkhan Tuna, TOPdesk

39. 2. RELIABILITY Ability to perform the promised service dependably and accurately. Gkhan Tuna, TOPdesk

40. 3. RESPONSIVENESS Willingness to help customers and provide prompt service. Gkhan Tuna, TOPdesk

41. 4. ASSURANCEKnowledge and courtesy ofemployees and their ability to inspire trust and confidence.Assurance is split up into four subdimensions Gkhan Tuna, TOPdesk

42. 4A. COMPETENCE The expertise of the personnel and the extent of knowledge that they own. Gkhan Tuna, TOPdesk

43. 4B. COURTESY The kindness, politeness and affection of the personnel that has contact with the customer Gkhan Tuna, TOPdesk

44. 4C. CREDIBILITY The trust that the customer has with respect to the service supplier Gkhan Tuna, TOPdesk

45. 4D. SECURITY The freedom of danger, risk or doubt, while taking part of the service Gkhan Tuna, TOPdesk

46. 5. EMPATHYCaring and individualized attention that the firm provides to its customers. Empathy is split up into three subdimensions Gkhan Tuna, TOPdesk

47. 5A. ACCESS The possibility to approach the services supplier and the ease of contact Gkhan Tuna, TOPdesk

48. 5B. COMMUNICATION The ability of the services supplier to communicate with the customer in a way in which the customer understands it Gkhan Tuna, TOPdesk

49. 5C. UNDERSTANDING THE CUSTOMER The extent of individual care and attention that the services supplier gives to their customers Gkhan Tuna, TOPdesk

50. Performance Service Satisfaction (Q)Expectation Gkhan Tuna, TOPdesk

51. Performance Service Satisfaction (Q)Expectation Unspoken Expectation Gkhan Tuna, TOPdesk

52. EXAMPLE #3Service Performance Metric:FCR (First Call Resolution):Percentage of incoming callsthat can be resolved withoutthe use of a callback orwithout having the caller callback the helpdesk to finishresolving the case Gkhan Tuna, TOPdesk

53. EXAMPLE #3KPI:60% of incoming calls needto be resolved during thephone call Gkhan Tuna, TOPdesk

54. EXAMPLE #3Practice:Service desk employees failto meet the KPI, but providesolutions for callers withinthe next hour in 70% of thetime Gkhan Tuna, TOPdesk

55. EXAMPLE #3Gkhan Tuna, TOPdesk

56. EXAMPLE #3Conclusion:KPI breached!But: are clients unsatisfied? Gkhan Tuna, TOPdesk

57. How to measure quality? Perform periodical client satisfaction researches as an addition to quantitative reports Gkhan Tuna, TOPdesk

58. Gkhan Tuna, TOPdesk

59. The average score for Tangibles on a scalefrom one to five is: 3.2The average score for Reliability on a scalefrom one to five is: 3.0The average score for Responsiveness on ascale from one to five is: 2.4The average score for Assurance on a scalefrom one to five is: 4.1The average score for Empathy on a scalefrom one to five is: 3.4 Gkhan Tuna, TOPdesk

60. How to measure quality? Perform periodical client satisfaction researches as an addition to quantitative reportsAdvantages: Whole view of service delivery Making comparisons in time Making comparisons between the service organization and the customer organization Gkhan Tuna, TOPdesk

61. ITIL v3Utility =what does the clientget?Warranty = in what waydoes it get delivered? Gkhan Tuna, TOPdesk

62. Word of mouth Personal needs Past experience communications Expected serviceCustomer Perceived service Client SatisfactionOrganizationServiceorganization Service delivery Service Quality Translation of instructions into actions Translation of strategy into procedures Formulation of strategy by the management Gkhan Tuna, TOPdesk

63. THANK YOU FOR YOUR ATTENTION Questions and discussion