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8. Understanding Consumers, Adequate Service, Musts - Coggle Diagram
8. Understanding Consumers
Expected Service: Levels
Ideal
Normative "Should"
Experience based norms
Acceptable
Minimum Tolerence
Moments of Truth: Service Encounters
Types
Remote encounters(without any direct human contact)
Technology – Mediated Encounters
Face–to–Face encounters
Sources of Pleasure and Displeasure in Service Encounters
Adaptability
Spontaneity
Coping
Recovery
Service Recovery Paradox
Strategies
Encourage & track Complaints
Act Quickly
Give Adequate Explainaition
Treat Them Fairly
Fail-Safe the service
Learn from lost customers
Learn from Experience
Cultivate a relationship
Types of Moments of Truth
Moments of magic
Moments of Misery
Service Failure
How Customers Respond
Take Action
Complain to Provider/ family & Friends /third party
Switch Provider Or Stay with Provider
Do Nothing
Complaining
Types of Complainers
Actives
Voicers
Irates
Passives
Customers Expect Fair Treatment
Outcome fairness
Procedural fairness
Interactional fairness
Service Guarantees
Types
Satisfaction vs. Service Attribute Guarantees
External vs. Internal Guarantees
Benifits
Forces org to focus on its customers
Sets clear standards for org
Generates immediate & relevant feedback
Instant opportunity to recover
Information generated can be tracked & integrated for improvement
Studies impact of service
Reduces customer’s risk & builds confidence
Characteristics of Effective Guarantees
Unconditional
Meaningful
Easy to understand
Easy to use
Adequate Service
Zone of tolerance
Desired Service
Musts
Desirables
Delights