SERVICE MARKETINGSERVICE MARKETINGSERVICE MARKETINGSERVICE MARKETING

Group No. 2-Arpit Cherry Mitesh Ronak Sameer

Customer Defined Services StandardCustomer Defined Services StandardCustomer Defined Services StandardCustomer Defined Services Standard

TIONSTIONSEXPECTEXPECT

A customer service standard is the interaction between A customer service standard is the interaction between a business and its customers.a business and its customers.

All business leads back to the customer in one form or All business leads back to the customer in one form or another, so it is imperative that companies another, so it is imperative that companies continuously strive to improve the level of service they continuously strive to improve the level of service they deliver. deliver.

Standards are based on Standards are based on the most important the most important customer expectations and customer expectations and reflect the customer’s view reflect the customer’s view of these expectations.of these expectations.

Inter-relatedInter-relatedInter-relatedInter-related

Company defined Company defined standardsstandards

Company defined Company defined standardsstandards

Productivity ImplicationsProductivity Implications

Customer defined Customer defined standardsstandards

Customer defined Customer defined standardsstandards

Cost ImplicationsCost Implications

Company view of QualityCompany view of Quality

Company Process BlueprintCompany Process Blueprint

Customer ExpectationCustomer Expectation

Customer ExperienceCustomer Experience

ObservationObservation

Customer Process BlueprintCustomer Process Blueprint

What customers expects: Getting to actionable steps

SatisfactionSatisfactionValueValueRelationshipRelationshipSolution providerSolution provider

ReliabilityReliabilityAssuranceAssuranceResponsivenessResponsivenessEmpathyEmpathyTangiblesTangibles

Delivers on timeDelivers on timeReturns call quicklyReturns call quicklyKnows my industryKnows my industry

Delivers by WednesdayDelivers by WednesdayReturns calls in two hoursReturns calls in two hoursKnows strength of my competitorsKnows strength of my competitors

Dig deeperDig deeper

Dig deeperDig deeper

Dig deeperDig deeper

ConcreteConcrete HighHigh

RequirementRequirement DiagnosticDiagnostic

AbstractAbstract LowLow

GeneralGeneralConceptConcept

DimensionsDimensions

AttributesAttributes

Behaviors Behaviors And actionsAnd actions

Customer Customer defined defined

standardsstandards

Customer Customer defined defined

standardsstandards

Hard Hard StandardsStandards

Hard Hard StandardsStandards

Soft Soft StandardsStandards

Soft Soft StandardsStandards

Things that can be counted, timed, or observed through

audits (time, numbers of events)

Things that can be counted, timed, or observed through

audits (time, numbers of events)

Opinion-based measures that cannot be observed and must be collected by talking

to customers (perceptions, beliefs)

Opinion-based measures that cannot be observed and must be collected by talking

to customers (perceptions, beliefs)

Process for Setting Customer-Defined Standards

2. Translate Customer Expectations Into Behaviors/Actions2. Translate Customer Expectations Into Behaviors/Actions2. Translate Customer Expectations Into Behaviors/Actions2. Translate Customer Expectations Into Behaviors/Actions

4. Set Hard or Soft Standards4. Set Hard or Soft Standards

5. Develop Feedback5. Develop FeedbackMechanismsMechanisms

5. Develop Feedback5. Develop FeedbackMechanismsMechanisms

7. Track Measures Against Standards7. Track Measures Against Standards

Measure byMeasure byAudits orAudits or

Operating DataOperating DataHardHard SoftSoft

Measure byMeasure byTransaction-Transaction-

Based SurveysBased Surveys

3. Select Behaviors/Actions for Standards3. Select Behaviors/Actions for Standards3. Select Behaviors/Actions for Standards3. Select Behaviors/Actions for Standards

6. Establish Measures and Target Levels6. Establish Measures and Target Levels 6. Establish Measures and Target Levels6. Establish Measures and Target Levels

8. Update Target Levels and Measures8. Update Target Levels and Measures8. Update Target Levels and Measures8. Update Target Levels and Measures

1. Identify Existing or Desired Service Encounter Sequence1. Identify Existing or Desired Service Encounter Sequence1. Identify Existing or Desired Service Encounter Sequence1. Identify Existing or Desired Service Encounter Sequence

Lets Understand Through ExamplesLets Understand Through Examples

Customer Priorities

On – time delivery

Customer – Defined Standard

Number of packages right day delayed

Number of packages wrong day deliver

Number of missed pickups

Hard StandardsHard StandardsHard StandardsHard Standards

Customer Priorities

On – time delivery

Computers works properly

Customer – Defined Standard

Ship to target

Initial field incident rate

Missing, wrong and damaged rate

Service delivery on time first time fix

Hard StandardsHard StandardsHard StandardsHard Standards

Customer Priorities

Reliability

Responsive to complaints

Customer – Defined Standard

On – time arrival

Two-week reply to letters

Hard StandardsHard StandardsHard StandardsHard Standards

Customer Priorities

Quick turnaround on Pizza

Customer – Defined Standard

Pizza ready within half an hour.

Hard StandardsHard StandardsHard StandardsHard Standards

Customer Priorities

Value for money

Regionalized outlet

Customer – Defined Standard

Quality products at the cheapest possible rate

Bulk buying offers

Less time at the cash counter

Hard StandardsHard StandardsHard StandardsHard Standards

Soft StandardsSoft StandardsSoft StandardsSoft Standards

Customer Priorities

Interpersonal skills of operators:

Tone of voice, Problem solving

Summarizing actions & closing

Customer – Defined Standard

Taking ownership of the call, following through with promises made, being courteous and knowledgeable,

understanding the customer’s question or request

Soft StandardsSoft StandardsSoft StandardsSoft Standards

Customer Priorities

Being treated with respect

Customer – Defined Standard

React quickly to solve any problem immediately

Use proper telephone etiquette

Do not screen calls

Eliminate call transfers when possible

Soft StandardsSoft StandardsSoft StandardsSoft Standards

Customer Priorities

Every life matters

Customer – Defined Standard

To re-evaluate system, process and procedure to ensure that patients and their loved ones receive maximum care and comfort

Soft StandardsSoft StandardsSoft StandardsSoft Standards

Customer Priorities

All customers are treated fairly at all times.

Customer – Defined Standard

Issues dealt with courtesy and resolved on time.

Customers are made completely aware of their rights so that they can opt for alternative remedies if they are not fully satisfied either with our response or resolution to their complaint

Soft StandardsSoft StandardsSoft StandardsSoft Standards

Soft StandardsSoft StandardsSoft StandardsSoft Standards

Seven Service Culture Standards

Smile

Eye

Recognition

Voice

Informed

Clean

Everyone

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