Cartas de servicio Service Charters

Tools for implementing our strategy Service Charter Ricardo De La Vega Alemparte

Three main points ………… to implement

Why ?

How ?

Which values ? ( or how to involve our workforce )

Usually, managers are just really worried about tools, but it is not enough to have tools , we also need to determine points one and three

What do we find in the beginning?

Resistance against change

We are really good now

Any customer is really upset for the regular quality level of the service we are offering

We currently have a nice amount of work (don´t need any extra, thanks!)

We are lacking resources to make it happen

We do not have the knowledge

nor the trust

nor the empowerment

“ I just don´t feel like doing that…” (laziness)

We need ideas to make things happen

First Idea W e live in a world of services Organizations are made of people working together to serve other people Our workforce makes possible to achieve our mission (and just they…) Customer is the most important part of our system

We can define Service Quality as a capacity to reach properly or even to excel our customer’s expectations. Satisfied or unsatisfied

We are actors / actresses and spectators are staring at us… …and they have an opinion about us

When are we going to be satisfied? How do we measure our reality? Are we going to adopt our customers’ criteria? If our viewpoints do not match, we are in trouble!!

Second Idea

What does make a product different from a service ?

Things we can not do with a service:

Put it in a shelve or store it waiting to be released

We are not able to do it equal again and again

We can not touch it

It is not as simple as measuring its performance (correct or not)

Moreover:

A service is offered and consumed simultaneously (a “take away” paradigm)

Customer takes an important role in giving birth a service

Are we making our customers get lost in a labyrinth?

Haga el favor de poner atención en la primera cláusula porque es muy importante. Dice que... la parte contratante de la primera parte será considerada como la parte contratante de la primera parte. ¿Qué tal, está muy bien, eh? No, eso no está bien. Quisiera volver a oírlo. Dice que... la parte contratante de la primera parte será considerada como parte contratante de la primera parte. Esta vez creo que suena mejor. Si quiere se lo leo otra vez. Tan solo la primera parte. ¿Sobre la parte contratante de la primera parte?

DILBERT. Scott Adams

Third idea

Why managing services can become so complicated? A customer does not know necessarily what is he/she looking for And this is our main duty, to identify his/her necessity Transfer (no action) Transaction (participation)

Interaction’s Intensity and contact’s length To start a process up PH Information Travel interaction lenght Short Long soft strong Main rule: the higher the two parameters are, the more possible is to fail to fulfil the customer’s needs. Higher Risk Two variables for achieving a peak performance

CO-PRODUCTION Customer and producer make the service possible, working together

Fourth Idea

People have got expectations and necessities. They value our service positively if the service meets his/hers expectations, not ours. We MUST measure the VALUE we are generating What do customers want?

Some examples

Barómetro sanitario 2006

Barómetro Sanitario 2006 Specialised assistance is valued lower for its seriousness.

Fifth Idea

What is our workforce thinking against us? Do they trust in us? Do they think we act upon them fairly? Can we count on them? Why not?

So We need a service strategy to create value for our customers Looking at our mission, we must Identify who is our customer What do we want to offer him How and how well we want to deliver our services

How to create a service strategy through a service charter

Do you know your customers necessities? Interview Focus groups Survey NO YES Have you defined what do you want to offer? NO Service charter Employees survey NO Do you know what do employees think about it ? YES A really good way ......................... Performance Feedback

How to know

and not to guess

Using a Survey

A tool to measure the customer’s level satisfaction

Other tools:

Focus Group

Critical Incident (Flanagan)

A very useful theory SERVQUAL

SERVQUAL

We can understand the services through 5 dimensions:

What you can see - tangibility -

Reliability – to keep your statement up -

Response capacity – to serve quickly -

Trust - to be kind -

Empathy –to adopt customer’s point of view -

We need to observe the service performance under a subjective perspective, not only objective !

UNA herramienta

Service Charter - SC -

Is a way to give expression to our commitments with our customers.

In a tangible way – we MUST measure it

To be clear and respectful with our customers

No subjectivity allowed!

We can use it to transfer the customer’s requirements into service specifications

Road Map

Define main purpose

Define team and time duration

Define scope (customer)

Identify services

Identify attributes

Establish compromises

Identify compromise indicator (between what is desired and what is possible)

Design it

Manage it

Improve it

A service is any unit of activity available to be requested for our customer Is a unit that a customer can order, but is it not a part of our work ! To repair a PC As changing parts of a pc

An Attribute is A characteristic or trait that is visible to a customer For example, we will deliver you’re a pizza in less than 30 minutes

Now, we need a commitment’s declaration