Presentation on theme: "Service Encounter management"— Presentation transcript:
1 Service Encounter management Every service encounter is an opportunity to build satisfaction and quality
2 Service encounter or the “Moments of Truth” It is where promises are kept or broken where the proverbial rubber meets the road.It is from these service encounters that customers build their perceptions.These encounters thus present an opportunity to prove its potential as a quality service provider and to increase customer loyalty.
3 Service encounter cascade for a Hotel Visit Check inBell person takes to roomRestaurant mealWake up callcheckout
4 Importance of encounters If a customer is interacting with a firm for the first time, the initial encounter will create a first impression of the organization.Even when the customer has had multiple interaction with a firm, each individual encounter is important in creating the composite image of the firm in the customers memory.Many positive experience add up to a composite image of high quality.Certain encounters are key to customer satisfaction.
5 Types of service encounter Remote encounter-It occurs without direct human contact.Phone encounter.Face to face encounter.
6 Recovery Employee response to service delivery System Failures. Adaptability-Employee Response to customer Needs and request.Spontaneity-Unprompted and Unsolicited Employee ActionsCoping-Employee Response to problem customers.
7 General Service Behaviour-Dos and Donts ThemeDoDontsRecoveryAcknowledge problem, explain causes, aplogize,compensate/upgrade,layout options, take responsibilityIgnore customers,blame customers,leave customers to “fend for him/herself,downgradeact as if nothing is wrong, pass the buck
8 General Service Behaviour-Dos and Donts ThemeDoDon'tsAdaptabilityRecognize the seriousness of need, Acknowledge, anticipate, attempt to accommodate, adjust the system, explain rules and policies take responsibilityIgnore promise, but fail to follow through show unwillingness to try, embarrass the customer, laugh at the customer, avoid responsibility,
9 General Service Behavior-Dos and Don'ts ThemeDoDon'tSpontaneityTake time, be attentive, anticipate needs, ,listen, ,provide information, show sympathyExhibit impatience, Ignore,Yell/laugh/swear,discriminate
10 General Service Behavior-Do’s and Don'ts ThemeDoDon’tCopingListen, try to accommodate, explain,Take customer’s dissatisfaction personally, let customer dissatisfaction affect others.
11 Technology based service encounters Customers interacting with internet-based services, automated phone services, Kiosk services, and services delivered via CD or Video technology or self serviced technology (SST)
12 For satisfying SSTs Solved an intensified need. Better than an alternative-easy to use save time available when and where the customer needed it, saved moneyDid its job-technology failure
13 For dissatisfying SSTs Technology failureProcess failurePoor designCustomer-driven failure
14 The evidence of service PeopleProcessPhysical Evidence1. Contact employees2. Customer him/herself3. Other customerOperational flow of activitiesSteps in processFlexibility versus standardTechnology versus humanTangible communication.ServicescapesTechnologywebsite
15 Strategies for influencing customer perceptions Measure and mange customer satisfaction and service qualityAim for customer quality and satisfaction in Every Service EncounterPlan for effective recoveryFacilitate Adaptability and flexibilityEncourage SpontaneityHelp Employee cope with problem customersManage the dimensions of quality at the encounter level-reliability, responsiveness, assurance, ,empathy, and tangibles
16 Role of service recovery and feedback CRM is about getting closer to customers in order to understand and meet their needs more effectively it rarely addresses existing customers needs.Customer care adds significant value representing the voice of the customers.Position customer care as profit center-Identifying the ROI of service recovery and customers feedback
17 Top management must be committed Keep the CEO fully briefed with topical,concise and actionableVoice of the customer feedback.Customer care starts at the frontline-they should be empowered to resolve most common issues and know the responses to common situations.
18 Make it easy and pleasant for customers to contact Customer should know how to contact.They should be able to choose whatever contact medium best suits them.Contacting should be easyContact should be received by knowledgeable, polite and empowered individuals who are obviously interested in understanding and meeting customer need.Issues raised should not keep recurring.Information requested should be readily available, easily understood and free of jargon.
19 Effective resolution process Any investment in customer care will be wasted unless both customer care department the frontline achieve high level of contact satisfaction.Research studies over recent years have reported that satisfaction levels with service recovery remains disappointingly low.Contacts need to be monitored and performance evaluated.
20 Contacts need to be adequately recorded and reported. Voice of customer feedback relies on an effective process for logging, analyzing and reporting on customers contact.
21 Recommendation Timely reports Actionable findings Tailored to needs Provide an economic imperative to actConcentrate on what is importantEffective presentationParticipative reportingDedicated knowledge manager
22 Develop a relationship and communication channel with internal clients for voice of the customer feedback.Use the customer care channel for soliciting positive feedback.
23 Early research suggested it cost ten times more to acquire a new customer but, today it ranges from 2 to 20 times depending on the industry. it therefore make sound economic sense to raise the profile of customer care.