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SVCM- C11-Managing customer service (Converting customer expectations into…
SVCM- C11-Managing customer service
Definition
Customer service involves task-oriented activities that involve interactions with customers in person or by technology for the purposes of service manufacture, delivery and support with the goal of operational efficiency and customer satisfaction.
Hard vs soft standards
Hard standards are those that can be counted, times or observed, that is, quantifiable. E.g. service reliability for airline= what % of flights arrived on time?
For the responsive dimension of ServQual = speed or promptness with which complaints are resolved, questions answered or % of calls answered within three rings
Soft standards are more subjective and based on perception such as beliefs, opinions and perceptions. Typically captured on rating scales in questionnaires or by evaluation of mystery shoppers.
Converting customer expectations into behaviour and actions
Step 1- Map each service encounter in the overall service experience and conduct research to determine customer expectations for encounter.
Step 2 - Translate customer expectations into behaviour/actions.
Step 3- Identify the key sources of customer satisfaction and relate them to current service elements
Step 4- Select behaviours/actions for standards
Step 5: Set service-level standards or KPIs
Step 6- Design jobs and technology systems to meet these standards
Step 7- Track and measure performance against standards
Step 8- Provide feedback to employees
Step 9- Periodically revise standards and delivery systems in light of changing customer preferences, technological innovation and competitive activities
designing the soft side
of customer service
in service encounters, customers have complex psychological needs. Even in the most basic service encounter, emotions are lurking just under the surface.
the firm should track customers emotions at each point
emotions influence what we remember and how we rate experiences
emotionally charged experiences are also easily recalled and so influenced our choices
how technology is
leveraging customer service
technology can improve operational efficiency and customer service levels. Examples include: online booking systems, QR-code to retrieve tickets or check-in,e-readers to register or give access to a service
helps professional services to have service accessible to customers 24/7, 365 through email, webcam and video conferencing.
service firms can build closer ties with customers by centralising certain functions that dont require face-to-face contact.
real-time feedback from the marketplace
toll-free numbers to call with questions and complaints, corporate website online chat services, e-self-service systems (I-BANKING)