Customer-Defined Service Standards Factors Necessary for Appropriate Service Standards Types of Customer-Defined Service Standards Development of Customer-Defined Service Standards Chapter 10 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Factors Necessary for Appropriate Service Standards

Types of Customer-Defined Service Standards

Development of Customer-Defined Service Standards

Objectives for Chapter 10: Customer-Defined Service Standards Distinguish between company-defined and customer-defined service standards. Differentiate among “hard” and “soft” customer-defined standards and one-time fixes. Explain the critical role of the service encounter sequence in developing customer-defined standards. Illustrate how to translate customer expectations into behaviors and actions that are definable, repeatable, and actionable. Explain the process of developing customer-defined service standards. Emphasize the importance of service performance indexes in implementing strategy for service delivery.

Distinguish between company-defined and customer-defined service standards.

Differentiate among “hard” and “soft” customer-defined standards and one-time fixes.

Explain the critical role of the service encounter sequence in developing customer-defined standards.

Illustrate how to translate customer expectations into behaviors and actions that are definable, repeatable, and actionable.

Explain the process of developing customer-defined service standards.

Emphasize the importance of service performance indexes in implementing strategy for service delivery.

FedEx Service Quality Indicator (SQI)

Service Standards Standards are based on the most important customer expectations and reflect the customer’s view of these expectations. Customer-Defined Standards Company-Defined Standards SOURCES Customer Expectations Customer Process Blueprint Customer Experience Observations SOURCES Productivity Implications Cost Implications Company Process Blueprint Company View of Quality

Customer Service Report Card for Puget Sound Energy

Counting… “ Not everything that counts can be counted...and not everything that can be counted, counts .” Albert Einstein

Standards… SOFT STANDARDS AND MEASURES Opinion-based measures that cannot be observed and must be collected by talking to customers (perceptions, beliefs) HARD STANDARDS AND MEASURES Things that can be counted, timed, or observed through audits (time, numbers of events)

Examples of Hard Customer-Defined Standards

Examples of Soft Customer-Defined Standards

Exercise for Creating Customer-Defined Service Standards Form a group of four people Use your school’s undergraduate or graduate program, or an approved alternative Complete the customer-driven service standards importance chart Establish standards for the most important and lowest-performed behaviors and actions Be prepared to present your findings to the class

Form a group of four people

Use your school’s undergraduate or graduate program, or an approved alternative

Complete the customer-driven service standards importance chart

Establish standards for the most important and lowest-performed behaviors and actions

Be prepared to present your findings to the class

Customer-Driven Standards and Measurements Exercise Service Encounter Customer Requirements Measurements Service Quality

What Customers Expect: Getting to Actionable Steps

Process for Setting Customer-Defined Standards

Importance/Performance Matrix

Linkage between Soft Measures and Hard Measures for Speed of Complaint Handling

Example of Customer-Defined Service Standards at Circuit City Initial Sales Contact with Circuit City in Store act in a professional and courteous manner ask customer what he or she is looking for offer to be available when needed if customer not ready ask customer several questions about specific needs or wants educate the customer about products in category explain the differences between products (such as TVs) that customer is considering be honest about options and price Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.

Initial Sales Contact with Circuit City in Store

act in a professional and courteous manner

ask customer what he or she is looking for

offer to be available when needed if customer not ready

ask customer several questions about specific needs or wants

educate the customer about products in category

explain the differences between products (such as TVs) that customer is considering

be honest about options and price

Example of Customer-Defined Service Standards at Circuit City Checkout at Circuit City in Store act in a professional and courteous manner probe customer to assure that product meets needs and reduce any anxiety and uncertainty that the customer might feel explain the warranty service that accompanies the product using what is known about the customer, explain the Circuit City customer service agreements that extend the warranty explain the differences between CSA options, being sure to relate them to what the customer needs encourage purchase, and fully explain how to implement CSA Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.

Checkout at Circuit City in Store

act in a professional and courteous manner

probe customer to assure that product meets needs and reduce any anxiety and uncertainty that the customer might feel

explain the warranty service that accompanies the product

using what is known about the customer, explain the Circuit City customer service agreements that extend the warranty

explain the differences between CSA options, being sure to relate them to what the customer needs

encourage purchase, and fully explain how to implement CSA

Example of Customer-Defined Service Standards at Circuit City Post-sale Follow Up telephone customer within next 7 days to ask how TV is operating ask if client is ready to schedule first service if client is ready, establish date for first service send out postcard one week in advance of first service call to remind customer and explain what needs to be done Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.

Post-sale Follow Up

telephone customer within next 7 days to ask how TV is operating

ask if client is ready to schedule first service

if client is ready, establish date for first service

send out postcard one week in advance of first service call to remind customer and explain what needs to be done

Example of Customer-Defined Service Standards at Circuit City Annual Follow Up send customers reminder cards that they have either used the service or are due for a service call two weeks after mailing card, call customers who have used service and assure that they are satisfied both with product and service call each customer who has not used the service and schedule a “maintenance check-up” where service provider goes to home and checks and tunes television Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.

Annual Follow Up

send customers reminder cards that they have either used the service or are due for a service call

two weeks after mailing card, call customers who have used service and assure that they are satisfied both with product and service

call each customer who has not used the service and schedule a “maintenance check-up” where service provider goes to home and checks and tunes television

Soft Standards at Toyota in Japan Standards for salespeople patterned after samurai behaviors: assume the samurai warrior’s “waiting position” by leaning five to ten degrees forward when a customer is looking at a car stand with left hand over right, fingers together and thumbs interlocked, as the samurais did to show they were not about to draw their swords display the “Lexus Face,” a closed-mouth smile intended to put customers at ease Samurai warrior “ waiting position”

Standards for salespeople patterned after samurai behaviors:

assume the samurai warrior’s “waiting position” by leaning five to ten degrees forward when a customer is looking at a car

stand with left hand over right, fingers together and thumbs interlocked, as the samurais did to show they were not about to draw their swords

display the “Lexus Face,” a closed-mouth smile intended to put customers at ease

More Soft Standards at Toyota in Japan Standards for salespeople patterned after samurai behaviors: when serving coffee or tea, kneel on the floor with both feet together and both knees on the ground bow more deeply to a customer who has purchased a car than a casual window shopper stand about two arms’ lengths from customers when they are looking at a car and come in closer when closing a deal point with all five fingers to a car door’s handle, right hand followed by left, then gracefully open the door with both hands

Standards for salespeople patterned after samurai behaviors:

when serving coffee or tea, kneel on the floor with both feet together and both knees on the ground

bow more deeply to a customer who has purchased a car than a casual window shopper

stand about two arms’ lengths from customers when they are looking at a car and come in closer when closing a deal

point with all five fingers to a car door’s handle, right hand followed by left, then gracefully open the door with both hands

Hard and Soft Service Standards at Ford Appointment available within one day of customer’s requested service day Write-up begins within four minutes Service needs are courteously identified, accurately recorded on repair order and verified with customer Service status provided within one minute of inquiry Vehicle serviced right on first visit Vehicle ready at agreed-upon time Thorough explanation given of work done, coverage and charges

Appointment available within one day of customer’s requested service day

Write-up begins within four minutes

Service needs are courteously identified, accurately recorded on repair order and verified with customer

Service status provided within one minute of inquiry

Vehicle serviced right on first visit

Vehicle ready at agreed-upon time

Thorough explanation given of work done, coverage and charges

Standards at Four Seasons Seven Service Culture Standards Core Worldwide Service Operating Standards S mile E ye R ecognition V oice I nformed C lean E veryone Reservations Hotel Arrival Messages and Paging Guest Room Evening Service Breakfast Room Exceptions are permitted if they make local sense

Seven Service Culture Standards

Core Worldwide Service Operating Standards

S mile

E ye

R ecognition

V oice

I nformed

C lean

E veryone

Reservations

Hotel Arrival

Messages and Paging

Guest Room Evening Service

Breakfast

Room

Ritz-Carlton’s SQI Index SQI Defects Points 1. Missing Guest Preferences 10 2. Unresolved Difficulties 50 3. Inadequate Guestroom Housekeeping 1 4. Abandoned Reservation Calls 5 5. Guestroom Changes 5 6. Inoperable Guestroom Equipment 5 7. Unready Guestroom 10 8. Inappropriate Hotel Appearance 5 9. Meeting Event Difficulties 5 10. Inadequate Food/Beverage 1 11. Missing/Damaged Guest Property/Accidents 50 12. Invoice Adjustment 3