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Chapter 7: Managing the Customer Mix
Because the customer participates in the delivery process, s/he can behave in ways that are appropriate or inappropriate, effective or ineffective, productive or unproductive.
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Importance of Other (“Fellow”) Customers in Service Delivery
Other customers can detract from satisfaction:disruptive behaviors; overly demanding behaviors; excessive crowding; incompatible needs
Other customers can enhance satisfaction:mere presence; socialization/friendships; roles: assistants, teachers, supporters, mentors
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Customer-to-Employee Interactions
• Friendly Interactions – the optimal interaction
• Unfriendly Interactions – can be highly disruptive and have negative effects on the service experience
• Too Friendly Interactions – may delay the service provided to subsequent customers
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Customers’ Roles
1. Customers as productive resourcesIf customers contribute effort, time, or other resources to the service production process, they should be considered as part of the organization - partial employeesEx:
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Customers’ Roles
2. Customers as contributors of quality and satisfactionEffective customer participation may increase the likelihood that needs are met and that the benefits the customer seeks are actually attainedProviding a physician details about symptoms, family heath history, lifestyle, and health habits (diet, alcohol use, smoking, etc.)
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Customers’ Roles
How customers contribute to quality and satisfaction service they receive
• Ask questions• Take responsibility for their own
satisfaction• Complain when there is service failure• Perform their role effectively• Work with the service provider
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Customers’ Roles
3. Customers as competitorsInternal exchange: produce service for yourselfExternal exchange: have someone else produce service
internal exchange vs. external exchange based on: expertise, resources , time, economic rewards, psychic rewards, trust, control
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Customer Training Tools
• Customer scripts, so customers can learn their role within the service function
• Recruit, educate, and reward customers - to minimize service customer problems
• Customer compatibility management, where an appropriate customer mix will encourage satisfying relationships in a diverse group
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Enhancing Customer Participation – Customer Scripts: Define Their Role
How do customers want to participate? What level of participation is desired? – personal training, personal health care
Helping Oneself – self-service checkout
Promote Company – credit card offers 10,000 free miles to those who can solicit a new credit card customer
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Enhancing Customer Participation – Recruit Customers
Recruit the right customers: communicate expected roles and responsibilities in advertising and other company messagesEx: child-care center requires parental participation
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Enhancing Customer Participation – Educate Customers
Educate and Train Customers to Perform Effectively: patient handbooks for hospitals; customer orientation programs; Place orientation: An airport with large, easily read signage and well-designed foot traffic patterns that allow travelers to perform their roles with ease Function orientation: A sign at the entrance to the children's hospital contained the hospital's mission statement and explained its vision.
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Enhancing Customer Participation – Reward Customers
Reward Customers for Their Contributions: make benefits apparent to customers - better health or quicker recovery from following patient handbook
A service station offers customers lower gasoline prices at a self-service pump compared to the prices at a full service pump
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Enhancing Customer Participation - Customer Compatibility Management
Manage the Customer Mix: manage multiple segments simultaneously
Compatible customers are grouped together