service markting - customer - defined standards
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SERVICE MARKETINGSERVICE MARKETINGSERVICE MARKETINGSERVICE MARKETING
Group No. 2-Arpit Cherry Mitesh Ronak Sameer
Customer Defined Services StandardCustomer Defined Services StandardCustomer Defined Services StandardCustomer Defined Services Standard
TIONSTIONSEXPECTEXPECT
A customer service standard is the interaction between A customer service standard is the interaction between a business and its customers.a business and its customers.
All business leads back to the customer in one form or All business leads back to the customer in one form or another, so it is imperative that companies another, so it is imperative that companies continuously strive to improve the level of service they continuously strive to improve the level of service they deliver. deliver.
Standards are based on Standards are based on the most important the most important customer expectations and customer expectations and reflect the customer’s view reflect the customer’s view of these expectations.of these expectations.
Inter-relatedInter-relatedInter-relatedInter-related
Company defined Company defined standardsstandards
Company defined Company defined standardsstandards
Productivity ImplicationsProductivity Implications
Customer defined Customer defined standardsstandards
Customer defined Customer defined standardsstandards
Cost ImplicationsCost Implications
Company view of QualityCompany view of Quality
Company Process BlueprintCompany Process Blueprint
Customer ExpectationCustomer Expectation
Customer ExperienceCustomer Experience
ObservationObservation
Customer Process BlueprintCustomer Process Blueprint
What customers expects: Getting to actionable steps
SatisfactionSatisfactionValueValueRelationshipRelationshipSolution providerSolution provider
ReliabilityReliabilityAssuranceAssuranceResponsivenessResponsivenessEmpathyEmpathyTangiblesTangibles
Delivers on timeDelivers on timeReturns call quicklyReturns call quicklyKnows my industryKnows my industry
Delivers by WednesdayDelivers by WednesdayReturns calls in two hoursReturns calls in two hoursKnows strength of my competitorsKnows strength of my competitors
Dig deeperDig deeper
Dig deeperDig deeper
Dig deeperDig deeper
ConcreteConcrete HighHigh
RequirementRequirement DiagnosticDiagnostic
AbstractAbstract LowLow
GeneralGeneralConceptConcept
DimensionsDimensions
AttributesAttributes
Behaviors Behaviors And actionsAnd actions
Customer Customer defined defined
standardsstandards
Customer Customer defined defined
standardsstandards
Hard Hard StandardsStandards
Hard Hard StandardsStandards
Soft Soft StandardsStandards
Soft Soft StandardsStandards
Things that can be counted, timed, or observed through
audits (time, numbers of events)
Things that can be counted, timed, or observed through
audits (time, numbers of events)
Opinion-based measures that cannot be observed and must be collected by talking
to customers (perceptions, beliefs)
Opinion-based measures that cannot be observed and must be collected by talking
to customers (perceptions, beliefs)
Process for Setting Customer-Defined Standards
2. Translate Customer Expectations Into Behaviors/Actions2. Translate Customer Expectations Into Behaviors/Actions2. Translate Customer Expectations Into Behaviors/Actions2. Translate Customer Expectations Into Behaviors/Actions
4. Set Hard or Soft Standards4. Set Hard or Soft Standards
5. Develop Feedback5. Develop FeedbackMechanismsMechanisms
5. Develop Feedback5. Develop FeedbackMechanismsMechanisms
7. Track Measures Against Standards7. Track Measures Against Standards
Measure byMeasure byAudits orAudits or
Operating DataOperating DataHardHard SoftSoft
Measure byMeasure byTransaction-Transaction-
Based SurveysBased Surveys
3. Select Behaviors/Actions for Standards3. Select Behaviors/Actions for Standards3. Select Behaviors/Actions for Standards3. Select Behaviors/Actions for Standards
6. Establish Measures and Target Levels6. Establish Measures and Target Levels 6. Establish Measures and Target Levels6. Establish Measures and Target Levels
8. Update Target Levels and Measures8. Update Target Levels and Measures8. Update Target Levels and Measures8. Update Target Levels and Measures
1. Identify Existing or Desired Service Encounter Sequence1. Identify Existing or Desired Service Encounter Sequence1. Identify Existing or Desired Service Encounter Sequence1. Identify Existing or Desired Service Encounter Sequence
Lets Understand Through ExamplesLets Understand Through Examples
Customer Priorities
On – time delivery
Customer – Defined Standard
Number of packages right day delayed
Number of packages wrong day deliver
Number of missed pickups
Hard StandardsHard StandardsHard StandardsHard Standards
Customer Priorities
On – time delivery
Computers works properly
Customer – Defined Standard
Ship to target
Initial field incident rate
Missing, wrong and damaged rate
Service delivery on time first time fix
Hard StandardsHard StandardsHard StandardsHard Standards
Customer Priorities
Reliability
Responsive to complaints
Customer – Defined Standard
On – time arrival
Two-week reply to letters
Hard StandardsHard StandardsHard StandardsHard Standards
Customer Priorities
Quick turnaround on Pizza
Customer – Defined Standard
Pizza ready within half an hour.
Hard StandardsHard StandardsHard StandardsHard Standards
Customer Priorities
Value for money
Regionalized outlet
Customer – Defined Standard
Quality products at the cheapest possible rate
Bulk buying offers
Less time at the cash counter
Hard StandardsHard StandardsHard StandardsHard Standards
Soft StandardsSoft StandardsSoft StandardsSoft Standards
Customer Priorities
Interpersonal skills of operators:
Tone of voice, Problem solving
Summarizing actions & closing
Customer – Defined Standard
Taking ownership of the call, following through with promises made, being courteous and knowledgeable,
understanding the customer’s question or request
Soft StandardsSoft StandardsSoft StandardsSoft Standards
Customer Priorities
Being treated with respect
Customer – Defined Standard
React quickly to solve any problem immediately
Use proper telephone etiquette
Do not screen calls
Eliminate call transfers when possible
Soft StandardsSoft StandardsSoft StandardsSoft Standards
Customer Priorities
Every life matters
Customer – Defined Standard
To re-evaluate system, process and procedure to ensure that patients and their loved ones receive maximum care and comfort
Soft StandardsSoft StandardsSoft StandardsSoft Standards
Customer Priorities
All customers are treated fairly at all times.
Customer – Defined Standard
Issues dealt with courtesy and resolved on time.
Customers are made completely aware of their rights so that they can opt for alternative remedies if they are not fully satisfied either with our response or resolution to their complaint
Soft StandardsSoft StandardsSoft StandardsSoft Standards
Soft StandardsSoft StandardsSoft StandardsSoft Standards
Seven Service Culture Standards
Smile
Eye
Recognition
Voice
Informed
Clean
Everyone
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