Chapter 12 Customers’ Roles in Service Delivery <ul><li>The Importance of Customers in Service Delivery </li></ul><ul><li>...
Objectives for Chapter 12: Customers’ Roles in Service Delivery <ul><li>Illustrate the importance of customers in successf...
Table 12.1  Levels of Customer Participation across Different Services
Importance of Other Customers in Service Delivery <ul><li>Other customers can  detract  from satisfaction: </li></ul><ul><...
How Customers Widen Gap 3 <ul><li>Lack of understanding of their roles </li></ul><ul><li>Not being willing or able to perf...
Figure 12.2  Customer Roles in Service Delivery Productive Resources Contributors to Quality and Satisfaction Competitors
Customers as Productive Resources <ul><li>“partial employees” </li></ul><ul><ul><li>contributing effort, time, or other re...
Customers as Contributors to Service Quality and Satisfaction <ul><li>Customers can contribute to </li></ul><ul><ul><li>th...
Customers as Competitors <ul><li>customers may “compete” with the service provider </li></ul><ul><li>“ internal exchange” ...
Figure 12.3 Services Production Continuum 1 2 3 4 5 6 Gas Station Illustration 1. Customer pumps gas and pays at the pump ...
Figure 12.4 Strategies for Enhancing Customer Participation Effective Customer Participation Recruit, Educate, and Reward ...
Strategies for Enhancing Customer Participation <ul><li>Define customers’ jobs </li></ul><ul><ul><li>helping himself </li>...
Strategies for Recruiting, Educating, and Rewarding Customers <ul><li>1.  Recruit the right customers </li></ul><ul><li>2....
Table 12.2 Characteristics of Service that Increase the Importance of Compatible Segments
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Customers' roles in service delivery

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Customers' roles in service delivery

  1. 1. Chapter 12 Customers’ Roles in Service Delivery <ul><li>The Importance of Customers in Service Delivery </li></ul><ul><li>Customers’ Roles </li></ul><ul><li>Self-Service Technologies—The Ultimate in Customer Participation </li></ul><ul><li>Strategies for Enhancing Customer Participation </li></ul>
  2. 2. Objectives for Chapter 12: Customers’ Roles in Service Delivery <ul><li>Illustrate the importance of customers in successful service delivery. </li></ul><ul><li>Enumerate the variety of roles that service customers play: </li></ul><ul><ul><li>Productive resources. </li></ul></ul><ul><ul><li>Contributors to quality and satisfaction. </li></ul></ul><ul><ul><li>Competitors. </li></ul></ul><ul><li>Explain strategies for involving service customers effectively to increase both quality and productivity. </li></ul>
  3. 3. Table 12.1 Levels of Customer Participation across Different Services
  4. 4. Importance of Other Customers in Service Delivery <ul><li>Other customers can detract from satisfaction: </li></ul><ul><ul><li>disruptive behaviors </li></ul></ul><ul><ul><li>excessive crowding </li></ul></ul><ul><ul><li>incompatible needs </li></ul></ul><ul><li>Other customers can enhance satisfaction: </li></ul><ul><ul><li>mere presence </li></ul></ul><ul><ul><li>socialization/friendships </li></ul></ul><ul><ul><li>roles: assistants, teachers, supporters </li></ul></ul>
  5. 5. How Customers Widen Gap 3 <ul><li>Lack of understanding of their roles </li></ul><ul><li>Not being willing or able to perform their roles </li></ul><ul><li>No rewards for “good performance” </li></ul><ul><li>Interfering with other customers </li></ul><ul><li>Incompatible market segments </li></ul>
  6. 6. Figure 12.2 Customer Roles in Service Delivery Productive Resources Contributors to Quality and Satisfaction Competitors
  7. 7. Customers as Productive Resources <ul><li>“partial employees” </li></ul><ul><ul><li>contributing effort, time, or other resources to the production process </li></ul></ul><ul><li>customer inputs can affect organization’s productivity </li></ul><ul><li>key issue: </li></ul><ul><ul><li>should customers’ roles be expanded? reduced? </li></ul></ul>
  8. 8. Customers as Contributors to Service Quality and Satisfaction <ul><li>Customers can contribute to </li></ul><ul><ul><li>their own satisfaction with the service </li></ul></ul><ul><ul><ul><li>by performing their role effectively </li></ul></ul></ul><ul><ul><ul><li>by working with the service provider </li></ul></ul></ul><ul><ul><li>the quality of the service they receive </li></ul></ul><ul><ul><ul><li>by asking questions </li></ul></ul></ul><ul><ul><ul><li>by taking responsibility for their own satisfaction </li></ul></ul></ul><ul><ul><ul><li>by complaining when there is a service failure </li></ul></ul></ul>
  9. 9. Customers as Competitors <ul><li>customers may “compete” with the service provider </li></ul><ul><li>“ internal exchange” vs. “external exchange” </li></ul><ul><li>internal/external decision often based on: </li></ul><ul><ul><li>expertise </li></ul></ul><ul><ul><li>resources </li></ul></ul><ul><ul><li>time </li></ul></ul><ul><ul><li>economic rewards </li></ul></ul><ul><ul><li>psychic rewards </li></ul></ul><ul><ul><li>trust </li></ul></ul><ul><ul><li>control </li></ul></ul>
  10. 10. Figure 12.3 Services Production Continuum 1 2 3 4 5 6 Gas Station Illustration 1. Customer pumps gas and pays at the pump with automation 2. Customer pumps gas and goes inside to pay attendant 3. Customer pumps gas and attendant takes payment at the pump 4. Attendant pumps gas and customer pays at the pump with automation 5. Attendant pumps gas and customer goes inside to pay attendant 6. Attendant pumps gas and attendant takes payment at the pump Customer Production Joint Production Firm Production
  11. 11. Figure 12.4 Strategies for Enhancing Customer Participation Effective Customer Participation Recruit, Educate, and Reward Customers Define Customer Jobs Manage the Customer Mix
  12. 12. Strategies for Enhancing Customer Participation <ul><li>Define customers’ jobs </li></ul><ul><ul><li>helping himself </li></ul></ul><ul><ul><li>helping others </li></ul></ul><ul><ul><li>promoting the company </li></ul></ul><ul><li>Individual differences: </li></ul><ul><ul><li>not everyone wants to participate </li></ul></ul>
  13. 13. Strategies for Recruiting, Educating, and Rewarding Customers <ul><li>1. Recruit the right customers </li></ul><ul><li>2. Educate and train customers to perform effectively </li></ul><ul><li>3. Reward customers for their contribution </li></ul><ul><li>4. Avoid negative outcomes of inappropriate customer participation </li></ul>
  14. 14. Table 12.2 Characteristics of Service that Increase the Importance of Compatible Segments
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