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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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Local government fm network managing staff and customers 31st october 2006 are you being served

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
What is a customer ?

"A recipient of goods and/or services"

  • External Customers

  • Internal Customers


Service profit chain
Service Profit Chain

“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)


Local government customers
Local Government Customers

  • Who are your customers?

    • Internal / External

  • Do your customers have a choice?

    • Internal / External


Customer satisfaction
Customer Satisfaction?

“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


The zone of tolerance
The Zone of Tolerance

(Johnston, 1995)


Low customer involvement wide zone of tolerance
Low customer Involvement: Wide Zone of Tolerance


High customer involvement low zone of tolerance
High Customer Involvement: Low Zone of Tolerance



Managing customer expectations
Managing Customer expectations

Expectation

Perception

Gap

Customer

Expectation

Service Level / Service Quality


Managing external customer expectations nhs
Managing External Customer Expectations: NHS

  • overstretched/ under-resourced – staff shortages, financial 'crisis', cuts in service etc

  • long waiting times

  • overcrowded and dirty hospitals – MRSA etc

  • poor food

  • loss of dignity

    LOW expectations?



Discontinuity theory
Discontinuity Theory

Deciding to Fly

Choose airline/ travel agent

Travel to airport

Purchase Ticket

Check-in

Concentrate on these to ensure high chance of satisfaction and repeat business

Other Discontinuities

Critical Discontinuities

Visit Duty Free

Board plane

Inflight service

Inflight conditions eg weather

Land destination

Baggage Collection

Pick up Taxi

Arrive at Hotel

Irons, K (1994) Managing Service Companies


Example patient experience
Example: Patient Experience

  • Map out the experience (journey) of a patient attending an NHS hospital for minor day case surgery

  • What are the critical discontinuities?

  • With which of these does FM have a role to play?

  • Is this where efforts are currently focused?

  • WHAT IS YOUR CUSTOMER EXPERIENCE?


Canvassing users views
Canvassing Users Views

  • If the intent is to design an excellent delivery system around the needs of service users, obtaining feedback and taking account of users’ views and priorities are vital to bring about improvements in the quality of service delivery


Customer experience satisfaction
Customer Experience & Satisfaction

  • Ask the customer – satisfaction surveys!

    BUT.......Measure What?

  • Measuring expectations / perceptions

  • Performance / Importance


Prioritising and allocating resource
Prioritising and allocating resource

Zeithaml and Bitner (1996)


Fm products or fm services
FM Products or FM Services

Product, service, process, outcome?

  • Success of (satisfaction with) physical goods requires that the product is good enough eg meal

  • Success of (satisfaction with) services requires that the PROCESS is good enough

    "…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


Traditional approach

Functional Management Focus

R & D

Production

Sales

Traditional Approach

Internally focused objectives

  • processing of given number of orders

  • achieving certain volume of production

  • raising of required number of invoices

CUSTOMER


Customer focused approach

Process Management Focus

Production

Sales

R & D

Customer Focused Approach

Externally focused objectives

  • fulfilment of specific customer requirements

  • achievement of high and improving levels of customer satisfaction

  • adapting the organisation to the needs of a changing market and business environment

CUSTOMER


Process service mapping
Process / Service Mapping

Customer Flow

LINE OF INTERACTION

Contact Staff

LINE OF VISIBILITY

Back Office Support

LINE OF IMPLEMENTATION

Management


Process mapping

Broken Windscreen Claims Processing

Request additional information

Pay

Notify agent

Client

Local

Independent

Agent

Claims

processing

centre

Give instructions

File claim

Request quote

Local

Windscreen

Company

Provide quote

Pay

Process Mapping


Key questions
Key Questions

Adapted from Lockyer


Re engineered configuration
Re-engineered configuration

Broken Windscreen Claims Processing

Client

Claims

processing

centre

Notify

Pay

Approved

National

Windscreen

Company

Schedule repairs


The process so how does it work in your organisation
The Process:So how does it work in your organisation?

  • 1 day meeting for 12 people starting 9am, finishing 5pm

  • Need hospitality and AV and special room layout arrangement




Service excellence
Service Excellence

"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).


Achieving delight
Achieving Delight

  • Give 'em the pickle! (Bob Farrell)

    • exceeded expectations/going the extra mile

    • A stay at the Courtyard Marriott

      "…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."

  • What's your pickle?