Local Government FM Network Managing Staff and Customers 31st October 2006 Are you being served? Critical Incidents, Service Perceptions, Zone of Tolerance and Customer Satisfaction Outcomes Tim Davidson-Hague. What is a customer ?. "A recipient of goods and/or services" External Customers
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Managing Staff and Customers
31st October 2006
Are you being served?
Critical Incidents, Service Perceptions, Zone of Tolerance and Customer Satisfaction Outcomes
"A recipient of goods and/or services"
“Profit and growth are stimulated primarily by customer loyalty. Loyalty is a direct result of customer satisfaction. Satisfaction is largely influenced by the value of services provided to customers. Value is created by satisfied, loyal, and productive employees. Employee satisfaction, in turn, results primarily from high-quality support services and policies that enable employees to deliver to customers” Heskett et al (1994, p164)
“Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations….. High satisfaction or delight creates an emotional affinity with the brand, not just a rational preference. The result is high customer loyalty”
Kotler, P. (1997) Marketing Management, 9th Edition
Service Level / Service Quality
Deciding to Fly
Choose airline/ travel agent
Travel to airport
Concentrate on these to ensure high chance of satisfaction and repeat business
Visit Duty Free
Inflight conditions eg weather
Pick up Taxi
Arrive at Hotel
Irons, K (1994) Managing Service Companies
Zeithaml and Bitner (1996)
Product, service, process, outcome?
"…many services are more than just useful facilitating activities for … products: They may spell the difference between success and failure in a marketplace where demanding customers expect services along with their goods."
Christopher H. Lovelock (1992), Managing Services, Prentice Hall International
R & D
Internally focused objectives
R & DCustomer Focused Approach
Externally focused objectives
LINE OF INTERACTION
LINE OF VISIBILITY
Back Office Support
LINE OF IMPLEMENTATION
Request additional information
Adapted from Lockyer
Broken Windscreen Claims Processing
"an ongoing transformational process in operationally effective and continuously improving organizations with matching culture; that guarantees service is experienced by the user in a valuable, enjoyable and memorable manner, delivered by delighted staff" (Abusaid,et, al,2004).
"…On the second day of my stay at the Courtyard in Richardson I suffered a pinched nerve in my back … When I returned to my hotel room, there on my bed was the heating pad that would make the rest of the week bearable."