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The service quality construct

The service quality construct. Getting your head around how customer service really works. Aims of the session. Probe the topic of service quality further Use some practical methods of measuring service quality Examine a framework that supports service quality. The service quality construct.

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The service quality construct

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  1. The service quality construct Getting your head around how customer service really works

  2. Aims of the session • Probe the topic of service quality further • Use some practical methods of measuring service quality • Examine a framework that supports service quality

  3. The service quality construct Reliability Responsiveness Empathy

  4. The mystery shopper • Group work (15 mins)

  5. Service quality in practice The act of assessment makes the customer more critical Evaluation is dependent on the individual Not all criteria are uniformly important Customers are prepared to forgive problems along the way A “poor” (i.e. not suitable for the customer) environment may create a negative feeling about the service (ie “valence”) Although Universities have a captive audience they have a “brand” and a reputation on which this captive audience is built

  6. Asking questions about your service • Group work (15 mins)

  7. Conclusions Need to know what services you deliver Need to know who are your customers Need to know what your customers expect of you Need to measure effectiveness of what you do Need to involve customers in determining the service you provide

  8. Frameworks for quality • Customer First • Customer Service Excellence (CSE) • ITIL • Matrix • ISO • EFQM

  9. Customer First A focus on three areas: • Building Customer Relationships • Maximising Market Awareness • Developing your People

  10. Individual work (10 mins) The statements

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