A Million Moments of truth Presented by: Praneet Raj Roll: 16
Salient features of the case• The case is all true for all the service industry.• It tells about the type of establishment of contact between the customer and the service provider.• The case tells about the methods to solve the customer’s queries effectively.• The use of internet over the phone.
Main points• Each E-mail contact with a customer is a moment of truth for an organization.• The possibility of personalized service is greatly enhanced if each customer has an “owner”.• Keep a track of your customers.• Handle a case not a message.• Make sure that all the agents have access to all the cases and customer histories.• Don’t forget to take feedbacks.
Question 1What are the implications of Moments of truth for service industry? – The service firm’s strategy must be communicated to its customers.(ex. Banks) – The service strategy also needs to be communicated to the firm’s employees. – There should be consistency in the service strategy and the system that are developed to run the day to day operations to achieve the strategic goal. – The importance of organizational system and employee efforts.
Question 1 Does it have the same implication for a firm in the business of marketing of goods? – No , as there is no physical interaction in case of goods marketing. – The services consumes more time. – Customers complains only generally for the high priced product. – But in case of telecom, a single disturbance in call is complained.
Question 2• MOT in Hotels – In the internet( For the Ad) – Queries through E-mails – Over the counter – In the hotel itself – At the time of Resolving any conflict – Take feedback
Question 3• MOT for a web based service like IRCTC. – The first time when she bought the ticket on internet. – Second time was when she checked in. – The third time when she boarded the train. – The fourth time was when she travelled in the train. – The fifth time was when she leave the train. The encounters together form the passenger final impression of IRCTC.
Service recovery mechanism• Have a customer owner for every customer.• Profile each customers’ history.• Handle a case not a message.• Track each case like a bloodhound.• Don’t reinvent the wheel and don’t ask customer to do it.• Integrate phone calls with E-mails, if you can.