1 / 12

Topics Covered

Topics Covered. The employee’s role in delivering service Service quality criteria The customer role in delivering service Customer service training Customer-to-customer interactions Enhancing customer participation. ‘At Your Service’ Spotlight: Ten Travel in Tenerrife.

ace
Download Presentation

Topics Covered

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Topics Covered • The employee’s role in delivering service • Service quality criteria • The customer role in delivering service • Customer service training • Customer-to-customer interactions • Enhancing customer participation

  2. ‘At Your Service’ Spotlight: Ten Travel in Tenerrife Wooing businesses and keeping travelers happy. • Business and incentive travel - high level of specialization • Positioned between tourism and business • Solving problems for customers • Maintaining service levels • Beyond usual tourist trips • Employing and retaining the ‘right people’ • Dedicated local experts • Behind the scenes • Service negotiations, recovery • Detailed planning • Budget considerations

  3. Employees’ role in delivering service • Service encounters first and foremost social encounters • Exchanges between consumers and frontline employees • Service quality judged over five dimensions: • Assurance • Empathy • Reliability • Responsiveness • Tangibles • ‘Emotional labor’ • Engage strangers • Suppress real feelings • Cope with emotional stress

  4. 15 service techniques at ‘the moment of truth’ Table 5.1 (based on Timm, 2008)

  5. Customer service training • ‘We are ladies and gentlemen serving ladies and gentlemen.’ • - Ritz Carlton company credo • 64 % of HR executives advocate more customer service training • Service oriented firms reluctant to invest in training • Small firms wary of time, finances, resource investments • Strong correlation between training, employee retention • Requires more than a single program or class • Initial and ongoing • Service providers may look externally for training • Should include ethnically and socially diverse customers

  6. Snapshot: Connections That Make a Difference • First and last impression of a country or city • Training and recognition of ‘high guest contact personnel’ • Advance planning and anticipating needs • Clues from guests ‘watch, listen and ACT’ • Flexibility to react spontaneously, counteract problems • Guests made to feel special • Wow factors • Repeat customers pampered • ‘Law of the Garbage Truck’ • Inspiration from competitors • Newsletters e.g. ehotelier.com • Social Media monitoring • Mystery Shopping

  7. Customer role in delivering service • Customer participation in service delivery and co-creation • Employees (actors), consumers (audience) interact in servicescape (service setting) • Customers can play three major roles in service delivery • Productive resources • Customers as ‘partial employees’ • Contribute to personal satisfaction • Service outcome dependent on customer participation • Customers contribute to quality service delivery • Potential competitors • Internal or external exchange

  8. Customer-to-customer interactions • Service consumption in the presence of other customers • Interactions impact consumption experiences • Important to both consumers and companies • C2C interactions successfully fostered e.g. Harley Davidson, Jeep, Apple, Saturn • Enhance quality of life through social interactions • ‘Third spaces’ • Managerial involvement in facilitating C2C • Relationship between consumer interactions and satisfaction outcomes

  9. C2C Interaction Studies Table 5.2

  10. Strategies for enhancing customer participation Figure 5.1. (based on Zeithaml et al., 2007)

  11. Case Study:People Power, Fairmont Hotels & Resorts An organization must “live its brand” internally as much as externally. • Segment the employee market as well as the guest market • Attract the best staff • Extensive recruiting and hiring process • Service ‘a mindset, not a skill set’ • Empowering staff • Organizational structure turned upside down • RITE: Respect, Integrity, Teamwork, Empowerment • Employee reward and recognition programs • Focus is on anticipating needs of guests • Create customized experiences and lifetime memories

More Related