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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.

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Topics Covered

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  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

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