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4362ch7 Sp10


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4362ch7 Sp10

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