10-1 customer-defined service standards factors necessary for appropriate service standards types...
TRANSCRIPT
10-1
Customer-Defined ServiceStandards
Factors Necessary for Appropriate Service Standards
Types of Customer-Defined Service Standards
Development of Customer-Defined Service Standards
ChapterChapter
1010
10-2
Standards are based on the most important customerexpectations and reflect the customer’s view of these expectations.
Customer-Defined
Standards
Customer-Defined
Standards
Company-Defined
Standards
Company-Defined
Standards
SOURCESCustomer ExpectationsCustomer Process BlueprintCustomer Experience Observations
SOURCESProductivity ImplicationsCost ImplicationsCompany Process BlueprintCompany View of Quality
Service Standards
10-3
Customer Service Report Card forPuget Sound Energy
10-4
SOFT STANDARDS AND MEASURESOpinion-based measures that cannot be observed and must be collected bytalking to customers (perceptions, beliefs)
HARD STANDARDS AND MEASURESThings that can be counted, timed,or observed through audits (time,numbers of events)
Standards…
10-5
Examples of Hard Customer-Defined Standards
10-6
Examples of Soft Customer-Defined Standards
10-7
Example of Customer-Defined Service Standards at Circuit City
Initial Sales Contact with Circuit City in Store act in a professional and courteous manner ask customer what he or she is looking for
offer to be available when needed if customer not ready
ask customer several questions about specific needs or wants
educate the customer about products in category explain the differences between products (such as TVs)
that customer is considering be honest about options and price
Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.
10-8
Example of Customer-Defined Service Standards at Circuit City
Checkout at Circuit City in Store act in a professional and courteous manner probe customer to assure that product meets needs and
reduce any anxiety and uncertainty that the customer might feel
explain the warranty service that accompanies the product
using what is known about the customer, explain the Circuit City customer service agreements that extend the warranty
explain the differences between CSA options, being sure to relate them to what the customer needs
encourage purchase, and fully explain how to implement CSA
Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.
10-9
Example of Customer-Defined Service Standards at Circuit City
Post-sale Follow Up telephone customer within next 7 days to ask
how TV is operating ask if client is ready to schedule first service if client is ready, establish date for first service send out postcard one week in advance of first
service call to remind customer and explain what needs to be done
Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.
10-10
Example of Customer-Defined Service Standards at Circuit City
Annual Follow Up send customers reminder cards that they have
either used the service or are due for a service call
two weeks after mailing card, call customers who have used service and assure that they are satisfied both with product and service
call each customer who has not used the service and schedule a “maintenance check-up” where service provider goes to home and checks and tunes television
Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.
10-11
Soft Standards at Toyota in Japan
Standards for salespeople patterned after samurai behaviors: assume the samurai warrior’s “waiting
position” by leaning five to ten degrees forward when a customer is looking at a car
stand with left hand over right, fingers together and thumbs interlocked, as the samurais did to show they were not about to draw their swords
display the “Lexus Face,” a closed-mouth smile intended to put customers at ease
Samura
i warri
or
“waiti
ng posit
ion”
10-12
More Soft Standards at Toyota in Japan Standards for salespeople patterned
after samurai behaviors: when serving coffee or tea, kneel on the floor
with both feet together and both knees on the ground
bow more deeply to a customer who has purchased a car than a casual window shopper
stand about two arms’ lengths from customers when they are looking at a car and come in closer when closing a deal
point with all five fingers to a car door’s handle, right hand followed by left, then gracefully open the door with both hands