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4362ch7 Sp10
 

4362ch7 Sp10

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    4362ch7 Sp10 4362ch7 Sp10 Presentation Transcript

    • Chapter 7: Managing the Customer Mix
      Because the customer participates in the delivery process, s/he can behave in ways that are appropriate or inappropriate, effective or ineffective, productive or unproductive.
    • Importance of Other (“Fellow”) Customers in Service Delivery
      Other customers can detract from satisfaction:
      disruptive behaviors; overly demanding behaviors; excessive crowding; incompatible needs
      Other customers can enhance satisfaction:
      mere presence; socialization/friendships; roles: assistants, teachers, supporters, mentors
    • Customer-to-Employee Interactions
      Friendly Interactions – the optimal interaction
      Unfriendly Interactions – can be highly disruptive and have negative effects on the service experience
      Too Friendly Interactions – may delay the service provided to subsequent customers
    • Customers’ Roles
      1. Customers as productive resources
      If customers contribute effort, time, or other resources to the service production process, they should be considered as part of the organization - partial employees
      Ex:
    • Customers’ Roles
      Customers as contributors of quality and satisfaction
      Effective customer participation may increase the likelihood that needs are met and that the benefits the customer seeks are actually attained
      Providing a physician details about symptoms, family heath history, lifestyle, and health habits (diet, alcohol use, smoking, etc.)
    • Customers’ Roles
      How customers contribute to quality and satisfaction service they receive
      Ask questions
      Take responsibility for their own satisfaction
      Complain when there is service failure
      Perform their role effectively
      Work with the service provider
    • Customers’ Roles
      Customers as competitors
      Internal exchange: produce service for yourself
      External exchange: have someone elseproduce service
      internal exchange vs. external exchange based on: expertise, resources , time, economic rewards, psychic rewards, trust, control
    • Customer Training Tools
      Customer scripts, so customers can learn their role within the service function
      Recruit, educate, and reward customers - to minimize service customer problems
      Customer compatibility management, where an appropriate customer mix will encourage satisfying relationships in a diverse group
    • Enhancing Customer Participation – Customer Scripts: Define Their Role
      How do customers want to participate? What level of participation is desired? – personal training, personal health care
      Helping Oneself – self-service checkout
      Promote Company – credit card offers 10,000 free miles to those who can solicit a new credit card customer
    • Enhancing Customer Participation – Recruit Customers
      Recruit the right customers: communicate expected roles and responsibilities in advertising and other company messages
      Ex:child-care center requires parental participation
    • Enhancing Customer Participation – Educate Customers
      Educate and Train Customers to Perform Effectively: patient handbooks for hospitals; customer orientation programs;
      Place orientation: An airport with large, easily read signage and well-designed foot traffic patterns that allow travelers to perform their roles with ease
      Function orientation: A sign at the entrance to the children's hospital contained the hospital's mission statement and explained its vision.
    • Enhancing Customer Participation – Reward Customers
      Reward Customers for Their Contributions: make benefits apparent to customers - better health or quicker recovery from following patient handbook
      A service station offers customers lower gasoline prices at a self-service pump compared to the prices at a full service pump
    • Enhancing Customer Participation - Customer Compatibility Management
      Manage the Customer Mix: manage multiple segments simultaneously
      Compatible customers are grouped together