2 Service Employees and Their Behavior Why Are Service Employees So Important?Are All Service Employees Equally Important?Which Are More Important: Technical Skills or Social Skills?
3 Are All Service Employees Equally Important? Boundary spanners – the frontstage/line employees who link an organization with its customers.Represent the organization to customers as well as provide information about customers to the organizationCan range from subordinate positions to professionalsTechnical skills – the proficiency with which service employees perform their tasks.Social skills – the manner in which service employees interact with customers and fellow workers.
4 Importance of Service Employees Are the service – e.g., hair cutting, personal trainingAre the organization in the customer’s eyesAre the brand – e.g., a flight attendant -Are the marketers – most service firms look to build relationships with their customers
5 Ensuring Service Employee Excellence For all workers—the frontstage “boundary spanners” and those who work backstage--its important to:Hire intelligentlyTrain intensivelyMonitor incessantlyReward inspirationallySometimes, it’s necessary to address employees’ poor performance
6 The Changing Role of Employees in Service Firms Many routine transactions are now conducted without involving front-line staff, e.g.,ATMs (Automated Teller Machines)IVR (Interactive Voice Response) systemsWebsites for reservations/ordering, payment etc.Though technology and self-service interface is becoming a key engine for service delivery, front-line employees remain crucially important“Moments of truth” affect customer’s views of the service firm
7 The Service Talent Cycle for Service Firms (Fig. 11.12)
8 Tools to Identify the Best Candidates Employ multiple, structured interviewsUse structured interviews built around job requirementsUse more than one interviewer to reduce “similar to me” biasesObserve candidate behaviourHire based on observed behavior, not words you hearBest predictor of future behaviour is past behaviorHire those with service excellence awards and complimentary lettersGive applicants a realistic preview of the jobChance for candidates to “try on the job”Assess how candidates respond to job realitiesAllow candidates to self select themselves out of the job
9 Singapore AirWhat are the implications of the following communication?