mr. terje tonsberg tqm in service organizations
DESCRIPTION
TRANSCRIPT
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Service Quality
Agenda:
1. A definition of TQM
2. The different roles of our people
3. Service Quality
a. Service
b. Service packages
c. Service quality
d. Measuring service quality
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Service Quality
TQM can be explained as follows:
If quality is to satisfy customer’s requirements continually…then
Total Quality is to achieve quality at low cost…then
Total Quality Management is to obtain total quality by involving everyone’s daily commitment
Kanji
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Service Quality
Different Roles of our People
Employee Influence on Customers: which should influence the appropriate Employee selection, rewards,
performance, and training requirements.
Isoteds: Finance, HR, IT, Quality.
No direct contact with customers, but as support providers their contribution is crucial to the organization.
Influencers: Product Groups, Development Groups.
No direct contact with customers but are often involved with traditional elements of marketing mix.
Infrequent or no Customer contact
Modifiers: Switchboard Operator, HD Coordinators, Dept Secretaries.
No direct contact with customer but still needs to be responsive to customer.
Contactors: Sales and Marketing, BSD, PSG, and Customer Service. Responsible for building relation-ships. Need personality to be responsive to customers.
Frequent or periodic Customer contact
Not directly involved with the marketing mix
Involved with the marketing mix
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Service Quality
Agenda:
1. What is meant by a ‘Service’
2. What is meant by a ‘Service Package’
3. What is ‘Service Quality’
4. How can we measure ‘Service Quality’
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Service Quality
So, what is a Service?
A service can be defined as an essentially intangible set of benefits provided by one party to another.
Examples of a service:
Having a haircut
Receiving waiter service at a café
Getting support from a call centre etc.
IT Services
Prof’Services
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Service Quality
“Take it or leave it”
Top-Down
Bottom-Up
Specialized
Parallel
Series
StandardService
ComplexService
Simple Diagnosis
ComplexDiagnosis
“How can we help you”“Menu”
Not a meaningful choice
Cafeteria
Bank Branch
FastFoodOutlet
Ser
vice
S
yste
m S
tru
ctu
reNature of Service Offering
IncMg ServicesRepair
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Service Quality
What is the difference between Service and Product (1) 1. Services are produced and consumed simultaneously.
The use of products can be separated from the production of products.
2. Product delivery results in a transfer of ownership,
Service delivery does not.
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Service Quality
What is the difference between Service and Product (2)
3. Services are transitory by nature,
Products are not. (Hence services can not be easily held in stock)
4. Services are largely intangible,
Products are largely tangible.
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Service Quality
Service Packages?
However, services can be made more tangible by ‘productizing’ them.
Examples of productized services include:
Support services graded as Platinum, Gold, Silver and Bronze.
Airline passenger services graded a First class, Business class, word class traveller plus, world class traveller.
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Service Quality
basicEconomy
Business Class
First Class
Service Delivery Levels
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Service Quality
Economy
Business Class
First Class
Service Delivery Levels
not expected
expected
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Service Quality
Economy
Business Class
First Class
Service Delivery Levels
not expected
expected
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Service Quality
Economy +
Business Class
First Class
Service Delivery Levels
not expected
expected
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Service Quality
Economy +
Business Class
First Class
Service Delivery Levels
not expected
expected
Economy
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Service Quality
Economy +
Business Class
First Class
not expected
expected
Service Delivery Levels
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Service Quality
Economy +
Business Class
First Class
Service Delivery Levels are on
not expected
expected
an escalator of change
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Service Quality
But perhaps more simply….. Quality is the word used to describe how well a product or service satisfies a Customer’s requirements.
Where requirements are classified as:
• Expected• Wanted• Excitement
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Service Quality
Hotel scenarioExpected Those taken for granted: Bed, light, clean, space for clothes
WantedThose asked for: Non-smoking room, room service, a view
Excitement Those unlikely to be asked for but delighted to find: Free flowers, chocolates
Business scenarioExpected Those taken for granted: Business knowledge, tech
specification, regulatory or statutory regulations
WantedThose asked for: To be identified through consultation with the customer, may allow for some element of negotiation
Excitement Those unlikely to be asked for but delighted to find: Innovative and imaginative ideas
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Service Quality
Definition of Service Quality
Service Quality can be defined as the difference between customer expectations of service and perceived service.
If expectations are greater than performance, then perceived quality is less than satisfactory and hence customer dissatisfaction
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Service Quality
So, how do we measure Service Quality?
The most often used approach for determining or measuring service quality is to compare a customer’s expectations before a service encounter with their perceptions of the actual service delivered.
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Service Quality
CustomerExpectation
Manager’s Perception
of Customer
Expectation
Service Quality Specification
Gap 1
Gap 3Gap 2
Actual ServiceDelivered
CommunicatedService Delivery
Gap
4 Manager’s Perception
and Customer
Expectation
Gap 5
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Service Quality
The 5 dimensions of Service Quality
1. Tangibles
2. Reliability
3. Responsiveness
4. Assurance
5. Empathy
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Service Quality
The 5 dimensions of Service Quality (1)
1. Tangibles: Physical facilities, equipment and appearance of personnel.
2. Reliability: Ability to perform the promised service dependably and accurately.this is the most important dimension
3. Responsiveness: Willingness to help customers and provide prompt service.
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Service Quality
The 5 dimensions of Service Quality (2)
4. Assurance (including competence, courtesy, credibility and security):
Knowledge and courtesy of employees and their ability to inspire trust and confidence.
5. Empathy (including access, communication, understanding the customer):
Caring and individualized attention that the firm provides to its customers.
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The Customer as a Service participant
Engage the customer as a service participant, rather than customer contact, which emphasizes the dynamic role customers play in service encounters .
By regarding a customer as being a ‘partial employee’, we can apply organizational socialization tactics, and leverage this relationship change consumer behaviour and expectations with the aim of increasing productivity.
Service Quality
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Service Quality
The 5 dimensions of Service Quality
So, Service Quality is not just about customer expectations and service performance.
It is also about you interacting with the customer, and his perception of you!!!
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Thank You