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Chapter 9: Managing Customers' Roles in Service Delivery - Coggle…
Chapter 9: Managing Customers' Roles in Service Delivery
Customers in service delivery, Customers are unaware of the role the play in the process of service and delivery and organizations need to educate customers of how to behave.
Importance of customers in service delivery: an increase in customer participation can yield both the service org and its customers
Advantages:
Customers can customize the service to fit their specific needs
Customers can produce the required service faster
It is less expensive
Customers can receive discounts and increased benefits
it increase customer and service organization communication
Disadvantages:
the service organization may lose control of the quality of the service
wastage is increased
operation costs are increased
the perception might be created that the organization want to distance themselves from customers
staff of the service organization might find it stressful to deal with unhappy customers
Customer roles
Customers as employees: contribute time, effort or other resources to successful delivery
allows for the facilitation of smooth operations
lower cost
improve the quality and quantity output
Customers as contributors to service quality and satisfaction: As co-producers they can satisfy their experience and the quality of the service
own specific needs
belief that the right action was take during the service process
May find the process enjoyable
Customers as competitors:
Customers are expected to take over certain tasks and responsibilities the org must ensure that there isn't to many as too much responsibilities as customers may want to cancel service due to feeling unsatisfied
Customers' Skill, customers require specific skills for the various roles as id'd such as:
being inert and idle
an instructor
an ingredient
a master
an auditor
Self-service tech, self-service providers customers value in 4 ways:
Easy to access information,
different methods of support
Consistent service levels
First-class customer experience
Enhancing customer participation: purpose of customer participation is to increase customer satisfaction and productivity in the SDP: resulting in
Loyalty
word-of-mouth
customer satisfaction
There are a number of elements in the promotion of brand loyalty among customers:
Customer brand identification
self- congruity
service value
brand involvement
brand decision involvement
brand satisfaction
brand loyalty
Active incorporation of customers in service
Defining customers jobs, orgs control the level of participation required from customers
Factors to consider:
The levels of input from the customers in the form of effort of info
The extent to which the customer will co-create the service
Managements choice regarding the participation needed from customers:
They can maintain customer participation
increase customer participation
Reduce customer participation
The level of participation depends on the type of service delivered and the industry in which the organization operates:
helping oneself
helping others
Promoting the organization
Educating and training customers:
Formal training,
written/prescribed material(videos, dvds and even textbooks)
Informal training:
learn from other customers
learn form employees
Recruiting the right customer: IMC must be developed to attract customers who will contribute to the SDP indicate the following to customers:
the role that their expected to play
there is a consensus as to whether the want to participate or not in the process
specific skill are needed
Rewarding customers for their contribution: this step is the final step and address the the rewarding of customers for continued and increased participation
methods incl.
promotions
Upgrading the customer when using the service
sending personalized messages during festivities
promoting them to gold/plat status in a loyalty programme
Types of disruptive customers: The behaviour of disruptive customers can have a negative impact on the SDP and environment, types of disruptive customers:
Inattentive parents with naughty kids(Boondocks " i want candy")
oral abusers(Susans)
outlandinsh requests( What a brother gotta do to get head, "sir this is a McDonalds")
hysterical shouter(are they no real gentlemen in this world(train tiktok))
People with poor hygiene(we dont like the hobos)
service rule breakers(sir this a massage palace not a porn shoot)
ignorant customers(its called a venti)