Customer-Defined Service Standards

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Customer-Defined Service Standards

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Customer-Defined Service Standards

  1. 1. Customer-Defined Service Standards <ul><li>Company-defined vs. Customer-defined service standards </li></ul><ul><li>Hard and soft customer-defined standards </li></ul><ul><li>Development of Customer-Defined Service Standards (Process Mapping) </li></ul>10 Chapter
  2. 2. Company vs. Customer Standards of Service <ul><li>Company defined service standards reflect operating goals </li></ul><ul><li>Customer defined </li></ul><ul><ul><li>Standards based on customer ___________ </li></ul></ul><ul><ul><li>Outcomes are _______ __ and ___________ __ customers </li></ul></ul><ul><ul><li>Chosen to match customer _____________ </li></ul></ul><ul><ul><li>“What does the customer see?” </li></ul></ul><ul><ul><li>Hard vs. Soft Standards </li></ul></ul>
  3. 3. Examples of Hard Customer-Defined Standards
  4. 4. Examples of Soft Customer-Defined Standards
  5. 5. Process Mapping: Customer-Driven Standards and Measurements Service Process Customer Priorities/Needs Internal Metric Service Quality
  6. 6. What Customers Expect: Getting to Actionable Steps Satisfaction Relationship Reliability Empathy Assurance Tangibles Responsiveness Price Delivers on time Returns calls quickly Knows my industry Delivers by Wednesday Returns calls in two hours Knows strengths of my competitors Requirements: Abstract Concrete Dig deeper Dig deeper Dig deeper Diagnosticity: Low High General concepts _________ __________ and _______ Attributes Value Solution Provider
  7. 7. Process for Setting Customer-Defined Standards 2. Translate customer expectations into behaviors/actions 5. Develop feedback mechanisms Measure by audits or operating data Hard Soft Measure by transaction- based surveys 3. Select behaviors/actions for standards 6. Establish measures and target levels 7. Track measures against standards 8. Provide feedback about performance to employees 9. Update target levels and measures 1. Identify existing or desired service encounter sequence 4. Set hard or soft standards
  8. 8. The Outside-In Corporation: How to Build a Customer-Centric Organization for Breakthrough Results (by Barbara E. Bund) <ul><li>Ask customers </li></ul><ul><ul><li>what do you need, think you need, or want from our service? </li></ul></ul><ul><ul><li>What’s important to you? </li></ul></ul><ul><li>Outside-In requires an explicit customer-based reason for everything you do in the marketplace. </li></ul><ul><ul><li>Must clearly understand why and how firm actions fit with customer needs. </li></ul></ul><ul><ul><li>Success rests on customers’ needs as perceived by customers. </li></ul></ul><ul><li>Examples: </li></ul>

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