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Service Strategies

Service Strategies. Managing the Service Strategy. Overview: Service models differentiate in compliance with the company policies. While some companies put the customers at the heart of all service process, some might prefer to target them as final consumers. Goal:

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Service Strategies

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  1. Service Strategies

  2. Managing the Service Strategy Overview: • Service models differentiate in compliance with the company policies. While some companies put the customers at the heart of all service process, some might prefer to target them as final consumers. Goal: • The goal of this lesson is to introduce service models to learners and make them be able to compare the benefits of each.

  3. Objectives At the end of this lesson, learners will be able to: • Define common service model • Define guest service model • Explain service triangle • Explain guest cycle and its relationship with frequency

  4. General Manager Exec. Committee Middle Management Front-line Employees Customer The Common Service Model

  5. GUESTS Front-line Employees Middle Management Exec. Committee General Manager Guest Service Model

  6. The Service Triangle The Service Strategy Guest How well these factors integrate will determine the guest experience of the organization People Service Systems

  7. The Service Strategy • Management must construct a service strategy statement • A formal recognition by management to deliver products and services desired by their guests • Identify what the guest want • Market research • Customer comments • Employee interaction • Involvement of employees in the planning process is crucial

  8. Guest Cycle Reservations Arrival Check-out “Moments of Truth” Roaming guests incurs charges Verify Accounts Post guest charges

  9. Frequency of Complaints and Compliments • Dissatisfiers • Complaint of poor performance • Satisfiers • Unusually good performance will elicit compliments • Critical variables • Capable of eliciting both positive and negative comments • Neutrals • Factors that are not salient to guest

  10. Satisfied Customers Want Care and concern from service providers • Spontaneity • People who are authorized to think • Problem solving • People who can work out intricacies of problems • Recovery • Will anybody make a special effort to set a problem right?

  11. Training • Product view of service • Emphasizes service as a task • Control • Employee behavior • Cost of transaction/process • Objective and measurable standards

  12. Training • Process view of service • Emphasizes interaction with guest • Empowers employees • Satisfy guest’s needs • Solve guest problems

  13. The Experienced Hotel • Hotel services are a commodity if: • If not distinguishable from the competition • Sales are based on price

  14. Economic Distinctions

  15. A Commodity v. Experience • Gum ball dispenser • Computer service call • Buying a toy • Hotel services What are ideas that you do in your hotel that could be enhanced from a commodity service to an “Experience?”

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