Customer-Defined Service Standards PDF

Preview

Summary

Managing Service Quality...

Description

Customer-Defined Service Standards

1.

Factors Necessary for Appropriate Service Standards

⁃

Translation of expectations into specific service standards

⁃

Depends on degree to which tasks and behaviours can be standardised or routinised

⁃

Many tasks are routine, rules can be established and effectively executed

⁃

Technology & work improvement methods facilitate the standardisation of service

⁃

Consistent delivery to customers is provided

⁃

Break tasks down and provided them efficiently

⁃

Technology also allows the firm to calibrate service standards

Customer-not-Company Defined Standards 1.

Company-defined standards are established to reach internal goals for productivity

2.

Customer-defined standards are operational standards based on pivotal requirements

which are visible to & measured by them

Types of Customer-Defined Standards 1.

Hard:

⁃

Set to ensure speed or promptness of delivery, handling, responses, phonically

2.

Soft:

⁃

Must be documented using perceptual data

⁃

Opinion based measures

⁃

Cannot be directly observed

⁃

Provide direction, guidance & feedback to employees

⁃

Way to achieve satisfaction

⁃

Can be quantified by measuring perceptions & beliefs

3.

One-Time Fixes:

⁃

Technology, policy or procedure changed

⁃

Address customer-requirements

⁃

Company standards can be met by outlet making one-time change

⁃

Does not involve employees

⁃

Not require motivation & monitoring to ensure compliance

Development of Customer-Defined Service Standards 1.

Identifying existing or desired encounter sequence

⁃

Delineating the service encounter sequence

2.

Translate customer expectations into behaviours/actions

⁃

Customer requirements translated into concrete, specific behaviours & actions for

each encounter 3.

Select behaviours & actions for standards

⁃

Prioritising those which will establish standards

⁃

Behaviours & actions which are very important to customers

⁃

Cover performance that needs to be improved or maintained

⁃

Cover those which can be improved by employees

⁃

Accepted by employees

⁃

Predictive rather than reactive

⁃

Challenging but realistic

4.

Decide on hard or soft standards

5.

Develop feedback mechanisms as measurements to standards

6.

Establish measures & target levels

⁃

Lacks ability to quantify whether they have been met otherwise

7.

Track measure against standards

8.

Provide feedback about performance to employees

9.

Periodically update target levels & measures...