2 What Makes Service Quality Unique Service is intangible - it cannot be easily measured, tested and verified in advance of sales to assure quality;Services are perishable;Precise standards like manufacturing can rarely be set;It is created and consumed simultaneously or near simultaneously; Service Production and Consumption are often inseparable i.e. Customer is in service factory.
3 What Makes Service Quality Unique Services offered can vary from “Producer to Producer” e.g. outlet to outlet;Outcome of Service is as important as process of delivery; assessment of quality is made during the service delivery process.Service Quality is more difficult for customer, to evaluate, than product quality;Customer cannot retain the actual service. The effect of the service can be retained.
5 “Delivering Service Quality” by Valerie, Parsuraman and Leonard”
6 Service Quality Gap The gap between expected and perceived service is a measure of service qualityExpectation > Service perceived = Exceptional Quality,Expectations < Service perceived = Unacceptable quality.Expectations = Service perceived = Satisfactory Quality.
11 Dimension Measurements Reliability – On time delivery performance, Errors ininvoicesResponsiveness – Cycle time (speed)Access – Availability (24x7), Downtime of webCredibility – Financial Ratings, ImageMix of Performance Indicators and Perception Measures
12 Causes of Service Quality Gaps (Customer Dissatisfaction)
13 Gap 1 Customer Expectations (Expected Service) Lack of Market Research Orientation;Inadequate upward communication;Too many levels of managementManagements Perception of Customer Expectations
14 Management Perceptions of Customer Expectations Gap 2Management Perceptions ofCustomer ExpectationsInadequate management commitment to Service QualityPerception of infeasibilityAbsence of goal settingService Quality Specifications
15 Gap 3 Service Quality Specifications Service Delivery Role ambiguityغموضRole conflictPoor technologyLack of team workPoor employee – job fitService Delivery
16 Gap 4 Service Delivery External Communications to Customers Propensityالنزعة الى to over-promiseInadequate horizontal communicationExternalCommunicationsto Customers
18 Establishing Service Quality Performance Standards
19 Performance Standards Qualitative;Quantitative;Benchmark (In line with Customer expectations).
20 FedEx Service Quality Indicator (Quantitative) No. of damaged packages;No. of lost packages;Missed pickups;Aircraft delays;Reopened complaints (complaints not solved first time);Wrong day late deliveries;Right day wrong delivery;Abandoned calls;Invoice adjustment requests;Missing proof of deliveries.
22 Provide Services to Colleagues and Customers Guest RelationsComplaint Handling
23 Provide Service to colleagues and customers TYPES OF CUSTOMERSINTERNAL CUSTOMERSPeople with whom we workEXTERNAL CUSTOMERSIncluding:- International tourists- Families- Business Travellers- People with disabilities- Difficult customersProvide Service to colleagues and customers
24 What are wants, needs and expectations? A human need is a state of felt deprivationWantsA form taken by human needs as they are shaped by culture and individual personalityExpectationsTo be treated with respectTo be made welcomeTo receive timely and professional assistance and serviceTo be understoodTo feel importantTo be appreciatedTo be recognisedTo enjoy the experienceProvide Service to colleagues and customers
25 Provide Service to colleagues and customers WHY PEOPLE COMPLAIN?From frustrationTo impress other peopleFor compensationProvide Service to colleagues and customers
26 When dealing with a guest complaint - NEVER Talk down to the customerBe defensiveJustify why it happenedBlame other people or departmentsBlame the customerProvide Service to colleagues and customers
27 COMPLAINT HANDLING PROCEDURE Listen without interruptionDon’t get defensiveUse a ‘sad but glad’ expressionExpress concern and empathy - apologise sincerelyEstablish the problem - ask questionsFind out what they wantExplain what you can and cannot doFully discuss alternativesTake ActionFollow up to ensure they are happyProvide Service to colleagues and customers
28 DIFFERENCE BETWEEN A COMPLAINING CUSTOMER AND A DIFFICULT CUSTOMER A complaining customer is somebody whose needs and expectations have not been metA difficult customer is somebody who is a challenge to serve because of their personality, for example, they may be rude, impatient or talkativeProvide Service to colleagues and customers
29 HOW CAN A CUSTOMER BE DIFFICULT? RudeImpatientNoisyTalkativeConfused - unable to make decisionsSilentFussyProvide Service to colleagues and customers