Factors Necessary for Appropriate Service StandardsStandardization of service behaviors and actionsStandardization usually implies a nonvarying sequential process similar to the production of goodsCustomization usually refers to some level of adaptation or tailoring of the process to the individual customerFormal service targets and goalsSetting specific targets for individual behaviors and actions; for example, the customer service standards set by Puget Sound Energy and shown in Figure 9.1.9-*

Customer Service Report Card for Puget Sound Energy9-*

Standards are based on the most important customerexpectations and reflect the customers view of these expectations.Customer-Defined StandardsCompany-Defined StandardsSOURCESCustomer ExpectationsCustomer Process BlueprintCustomer Experience ObservationsSOURCESProductivity ImplicationsCost ImplicationsCompany Process BlueprintCompany View of QualityService Standards9-*

Not everything that counts can be counted...and not everything that can be counted, counts.Albert EinsteinCounting9-*

HARD STANDARDS AND MEASURESThings that can be counted, timed,or observed through audits (time,numbers of events) Standards9-*

Exhibit 9.1: Examples of Hard Customer-Defined Standards9-*

Exhibit 9.2: Examples of Soft Customer-Defined Standards9-*

Process for Setting Customer-Defined Standards9-*

What Customers Expect: Getting to Actionable Steps9-*

Linkage between Soft Measures and Hard Measures for Speed of Complaint Handling9-*

Responsiveness Standards at Zappos.comRespond to 80 percent of all incoming calls within 20 secondsRespond to all e-mail messages in less than four hoursRespond to live (online) chats in less than 10 seconds. 9-*

Soft Standards at Toyota in JapanStandards for salespeople patterned after samurai behaviors:Assume the samurai warriors waiting position by leaning five to ten degrees forward when a customer is looking at a carStand with left hand over right, fingers together and thumbs interlocked, as the samurais did to show they were not about to draw their swordsDisplay the Lexus Face, a closed-mouth smile intended to put customers at ease

Samurai warriorwaiting position9-*

More Soft Standards at Toyota in JapanStandards for salespeople patterned after samurai behaviors:When serving coffee or tea, kneel on the floor with both feet together and both knees on the groundBow more deeply to a customer who has purchased a car than a casual window shopperStand about two arms lengths from customers when they are looking at a car and come in closer when closing a dealPoint with all five fingers to a car doors handle, right hand followed by left, then gracefully open the door with both hands9-*

Hard and Soft Service Standards at FordAppointment available within one day of customers requested service dayWrite-up begins within four minutesService needs are courteously identified, accurately recorded on repair order and verified with customerService status provided within one minute of inquiryVehicle serviced right on first visitVehicle ready at agreed-upon timeThorough explanation given of work done, coverage and charges9-*

Standards at Four SeasonsSeven Service Culture StandardsCore Worldwide Service Operating StandardsSmileEyeRecognitionVoiceInformedCleanEveryone

ReservationsHotel ArrivalMessages and PagingGuest Room Evening ServiceBreakfastRoomExceptions are permitted if they make local sense9-*