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Impact of Technology on Service - Coggle Diagram
Impact of Technology on Service
Sources of service sector growth
Innovation
push/ pull theory
Changing demographics
e.g., ageing population, two-income families, educational levels
Information technology
internet
Impact of technology (general)
the world has evolved due to the growth of technology & its continuous involvement in our lives
Customer experience
the customer’s direct & personal interpretation of their interaction
and participation in the service process involving their journey through a series of touch points
Service Encounter
without technology
the Service Encounter Triad
contact personnel
training
ethical climate
selection
their roles
functional vs. entertainer role
functional - can use technology (machines & robots)
entertainer - cannot be (fully) replaced by technology
(need human touch - handle complex situations e.g., complaints, enquiries)
customer
attitudes
Classification of customers
Economising customer
maximise value for his/her expenditures of time, effort and money
Ethical customer
a moral obligation to patronise socially responsible firms
Convenience customer
has no interest in shopping for the service & willing to pay for hassle-free service
Personalising customer
wants interpersonal gratification, such as recognition & conversation from the service experience
coproduction
expectations
service organisation
control systems
supporting technology
empowerment
a state of mind
employee with an empowered state of mind experiences feelings of:
accountability for personal work output
shared responsibility for unit & organisational performance
awareness of the context in which the work is performed
equity in the distribution of rewards based on individual & collective performance
control over how the job shall be performed
performance evaluation
culture
a pattern of beliefs & expectations shared by the organisation's members
with technology
Services Marketing Pyramid
company
customers
technology
providers
enabling the interactive experience
3 Phases of Communications Interactivity
Phase 2:
Partially interactive
marketer to customer
& customer to marketer
Phase 3: Fully interactive
marketer to customer,
customer to marketer,
and customer to customer
Phase 1: One way
marketer to customer
Empowering
Employees
technology devices
networking
Customers
computerised service delivery systems
intelligent agents
self-service machines, such as vending or automated teller machines (ATMs)
service robots
5 Roles of Technology
C. Technology-facilitated service encounter
customer & marketer & tech
D. Technology-mediated service encounter
customer & tech,
tech & marketer
B. Technology-assisted service encounter
customer & marketer,
marketer & tech
E. Technology-generated service encounter
customer & tech
A. Technology-free service encounter
customer & marketer
Challenges
what is the optimal mix of SST & personal service for a service delivery system?
how do we achieve continuous improvement when using SST?
how do we measure self-service quality (e.g., ease of use, enjoyment, and/or control)?
what are the limts of self-service given the loss of human interaction?
does customer adoption of self-service follow a predictable pattern?
a satisfactory service encounter is
about balancing the need for control by the 3 parties
Service and the information age
technology in the core service
technology as a supplementary support tool
Coping with Tech
To what extent can the employee/customer interface be removed from the front line and still maintain or improve the levels of customer satisfaction?
coping with negative impacts of services technology
challenges of using technology to manage customer interfaces
curating customer information
weak links in customer interfaces
Building good customer interfaces
Law of the hammer
based on the ideas that a small child with a hammer sees everything as a nail. technology can be used too much!
an obsession with too many "bells & whistles"
technology lock
technological designs persist long after their functional value is gone
Time sink
new services technology can steal valuable time from the tech user (e.g., waiting time increase)
last inch
many customer interface problems occur at the point of contact between the customer & the technology
Automated idiocy
the rush to automate service functions often leads to systems that automatically do stupid things
Hi-Tech vs. Hi-Touch
customers face a confusing set of automated instructions when they really need to speak to a human being and not to a machine. phone mail can become "phone jail"
Steps for improving the technology of customer interfaces
stay customer-focused
, not machine-focused
make services technology invisible
to the customer
insist on
flexible design
provide
employee
into the technology of customer interface design