Customer Service Chapter 1

7/25/2019 Customer Service Chapter 1

1/26

Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserve.Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserve.

After reading this chapter, you should be able to:

Ienti!y "n escribe the history, "ges o! ch"nge, "n

c#rrent st"t#s o! g#est service in the $.S.

Ienti!y the #ses o! v"rio#s re"sons %hy g#ests "y not

o#t%"rly copl"in. Ienti!y "n e'pl"in the re"soning behin %hy g#ests sh"re

their poor e'periences %ith others.

(escribe the e'pect"tions o! g#ests "s they rel"te to

hospit"lity. )'pl"in "n "pply the concept o! #sing *#"lity service "s "

copetitive "v"nt"ge.

(escribe et"ils reg"ring the legens o! g#est service.

CHAPTER 1+) -ASICS / $)S+ S)RIC)


2/26


#est Service is "

Science "n "n Art

Both a science and an art

It is #ch ore th"n #st being nice to people.

-#sinesses !"il "t it "ll o! the tie.

It oesnt #st h"ppen by itsel!. It re*#ires " speci"l blen o!4

5roce#re

+echni*#e

S6ill +he h#"n eleent


3/26


#est Service is Integr"te

Integr"te into the over"ll b#siness oel

It is p"rt o! the cop"nys ientity, or br"n "n #st

be t"ilore to the inivi#"l oper"tion

C#stoi7e, pl"nne, "n e'ec#te Incl#ing systes th"t s#pport it

)ployees #st be 6no%lege"ble "bo#t4 -r"n

5ro#cts per"tions

C#stoers #st be properly g"#ge or "ssesse to

ens#re proper "lignent %ith the br"n i"ge.


4/26


#est Service is Integr"te

(contd) It is4

5"rt o! the core o! the b#siness.

Integr"te into ne"rly every ecision.

C"lc#l"te "n pl"nne. )vient in "ll o! the oper"tions, the people, "n the

pl"n.


5/26


#est Service is

8eeting )'pect"tions

Definition

#est Service4 8eeting g#ests e'pect"tions

+here "re " v"riety o! siil"r e!initions.

Anytie p"trons, or even prospective p"trons,inter"ct %ith " !"cet o! the org"ni7"tion9 c#stoer

service is renere. :#"lity c#stoer service is eeting "n e'ceeing

the inivi#"l c#stoers e'pect"tions.

I! service eets or s#rp"sses c#stoers

e'pect"tions, in "ny sit#"tion, it is s"i to be *#"lity

c#stoer service.


6/26


)'"ples o! -" Service

Staffing:

+hey "re #nerst"!!e.

+hey "rent p"i eno#gh.

+hey "rent properly tr"ine. +hey "re #st h"ving " b" "y.

;o person or syste is present to onitor. +hey "re in tr"ining.

+hey "re over%or6e "n tire.

It isnt their responsibility.

+he boss isnt present or oesnt c"re.


7/26Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserve.Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserve.


(contd) Systems:

+he cop#ter is slo%.

+he 6itchen is slo%.

+he




(contd) Capacity/Customers:

+here "re too "ny c#stoers.

+hey int e'pect this "ny c#stoers.

+he c#stoer is r#e. +he c#stoers "re too e"ning.

+he c#stoers ont 6no% %h"t they %"nt.

+he c#stoers ont p"y "ttention.

+he c#stoer oesnt see to in. ;o one h"s copl"ine tocorpor"te.

+he p"rty ne't to #s or in the other roo is too lo#.

;one o! the "re tr#ly "ccept"ble.


9/26Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserve.

In the #ests 8ins

hen they recei!e poor ser!ice:

I ont thin6 its %orth it.

I trie be!ore "n no one listene.

I " in " h#rry. I ont %"nt to "6e " scene.

I !eel b" !or the st"!!.

It isnt the st"!!s !"#lt.

I ont %"nt to get "nyone in

tro#ble.

+here sees to be no sol#tion in

sight.

I "!r"i th"t theyll ess %iththe !oo.

I ont thin6 th"t it %ill "6e "

i!!erence.

I ont thin6 "nyone c"res.

I #st h"te this pl"ce "n I %"nt tole"ve.

=o# "y not "l%"ys 6no% the re"son %hy " c#stoer oesnt

copl"in.

While they %ont tell yo#, they %ill be s#re to tell "ny o! their

!riens.



oo Service

A common phrase is:

>oo service c"n "6e #p !or " b" !oo, b#t goo

!oo c"nnot "6e #p !or poor service.?



Copetitive Av"nt"ge

o! Service )veryone @essenti"lly o!!ers " generic pro#ct4

/oo

-e

S"e setting

Rit7 C"rlton >We "re B"ies "n entle"n serving B"ies "n

entle"n.?

>/#l!ill even the #ne'presse %ishes o! o#r g#ests.?

+hree Steps o! Service4 A %"r "n sincere greeting. $se the g#ests n"e.

Anticip"tion "n !#l!illent o! the g#ests nees.

/on !"re%ell. ive " %"r goobye "n #se the g#ests

n"e.



-" ;e%s +r"vels /"st

+he c#stoer still neee to vent.

C#stoers nee to be "!!ore the ch"nce to e'press theselves.

enting is " nor"l p"rt o! the c#stoer service process.

C#stoers "y see6 revenge.

I! c#stoers believe they h"ve been %ronge, they %"nt to get even.

C#stoers reeber #n#s#"l events.

C#stoers contin#"lly t"6e in in!or"tion "n !ilter "ll b#t the ost

#n#s#"l, eotion"l, or iport"nt o! in!or"tion.

5eople love to repe"t e'tree events.

Re"lly gre"t "n re"lly b" events "re ore interesting to sh"re.

5eople c"n rel"te to these inciences. )veryone h"s been %ronge "t soe tie.

Service org"ni7"tions "n eployees "ppe"r iperson"l.



"l#e o!

Ret#rning C#stoers Boy"l, ret#rn c#stoers "re highly so#ght"!ter pri7es.

-#sinesses spen in!inite "o#nts o! oney "ttr"cting

c#stoers "n then #nerv"l#e the "s they "rrive "n

e'perience the pro#ct. +hey "re o!ten tre"te "s i! it is the !irst "n l"st tie they

%ill ever be seen.

It costs !"r less to 6eep " ret#rn c#stoer th"n to obt"in "

ne% one. -#sinesses sho#l spen less oney "ttr"cting c#stoers

"n ore e!!ort ret"ining the ones they h"ve.


14/26


Ages o! Service in $.S.

Age of Ser!ice4 +he c#rrent "ge in the $nite St"tes. As the $nite St"tes lost its

"n#!"ct#ring obs, they %ere repl"ce %ith servicerel"te obs.

Age of manufacturing4

rigin"lly, the $nite St"tes %"s l"rgely "n "gric#lt#r"l n"tion. Itevolve into " thriving "n#!"ct#ring n"tion b#t then *#ic6ly lost.

Age of communication4 While service contin#es to oin"te the econoy "n eployent o!

the $nite St"tes, the "v"nces "n proli!er"tion o! technology sp#rre

" ne% phenoenon o! co#nic"tion. ;ever be!ore co#l so #chin!or"tion be so re"ily "v"il"ble so che"ply "n e"sily. S#ppliers,

b#sinesses, "n c#stoers c"n no% "ll co#nic"te in re"ltie "n

h"ve the "bility to "ccess e"ch others recors.


15/26


Ages o! Service in $.S.

(contd) Age of techno"ogy4

Co#ple %ith service, the $nite St"tes "lso s"% " boo in

"n"log, then igit"l technology in the 1DE0s "n 1DD0s.

+his he"vily in!l#ence the %"y th"t b#sinesses oper"te.

-#siness !#nctions %ere e'peite by cop#teri7"tion. As the $nite St"tes lost "ny o! its "n#!"ct#ring obs to

other co#ntries, it beg"n repl"cing the %ith servicerel"te

obs.


16/26


-"c6gro#n o! Service

$ntil recently4

A "ority o! people live in rel"tively s"ll neighborhoos

%here everyone 6ne% e"ch other.

Wor6ers h" " cr"!t or tr"e.

As ore people beg"n %or6ing !or "n ho#rly %"ge !or bigb#sinesses, cr"!ts"n beg"n to lose their sense o! neighborhoo

"n cr"!t.

+his !orever ch"nge the ie" "n tr"ition o! service.

8"n"geent "lso ch"nge to re!lect the progression.

Re%"rs, otiv"tions, st"n"r oper"ting proce#res, "np#nishents re#ce cr"!ts"n to " s#bh#"n st"n"rs.

Since the en o! Worl W"r II, Aeric"ns evelope " >nee !or

spee.? C#stoers gre% to be ip#lsive, "n e'pect"tions

incre"se.


17/26

Copyright 2013 by John Wiley & Sons, Inc. All Rights Reserve.

Sel!Service

Ad!antages:

(ecre"se l"bor

Incre"se spee o!

service

Incre"se processing Shorter lines

Incre"se "ccess

Disad!antages:

Boss o! h#"n inter"ction

S#bect to inp#t error

(i!!ic#lty !i'ing errors $n!"ili"r %ith technology

$n!"ili"r %ith process

$ncert"inty o! tr"ns"ction

:#"lity c#stoer service

re"ins the cornerstone o!

the hospit"lity in#stry.


18/26


Begens in Service

8"n"geent # Ed$ards Deming:

St"tistici"n "n "n"geent cons#lt"nt consiere to

be " le"er in the c#stoer service oveent +ot"l *#"lity "n"geent @+:8 oveent

A!ter WWII, "ppro"che the J"p"nese %ith ie" o!

"pplying st"tistics to "#tootive "n#!"ct#ring "n

helpe to ipleent >contin#o#s process

iproveent.?

As " res#lt, the 1DE0s s"% J"p"nese c"rs oin"te the

c"r "r6et.


19/26


Begens in Service

8"n"geent (contd) # Ed$ards Deming (contd):

(eing Cycle, ost coonly

re!erre to "s the 5l"nF(oF

Chec6FAct @5(CA Cycle.

/o#rstep process !or

ipleenting ch"nge, or,

contin#o#s iproveent.

$se!#l !or increent"l or

bre"6thro#gh iproveent.

5rootes the ie" th"t "

b#siness c"n "l%"ys iprove.

5l"n

(oChec6

Act


20/26


Begens in Service

8"n"geent (contd) %oseph %uran:

Creite "s being the >/"ther o! :#"lity Service.?

/rien "n colle"g#e o! W. )%"rs (eing

(r. J#r"n "lso helpe to intro#ce *#"lity to the

J"p"nese.

e %"s " lect#rer "n b#siness cons#lt"nt in ore th"n

G0 co#ntries.


21/26


Begens in Service

8"n"geent (contd) Phi"ip Cros&y:

5#blishe " %ell6no%n boo6, Quality is Free.

Able to sho% th"t *#"lity progr"s %o#l s"ve #ch

ore oney th"n they cost.

(RI/+ @o it right the !irst tie "n Hero (e!ects.

It is "n ie" th"t proote processes "n proce#res

th"t r"n soothly "n e!!iciently, th#s, oing it right

the !irst tie.


22/26


Begens in Service

8"n"geent (contd) Tom Peters:

5op#l"ri7e 8"n"geent by W"l6ing Aro#n @8-WA

+he ie" th"t "n"gers sho#l >get in to#ch? %ith the

eployees "n c#stoers

+o le"rn %h"t is re"lly occ#rring.

A#thoreIn Search of Excellence (r. 5eters %"s one o! the !irst "n ost in!l#enti"l g#r#s

o! contepor"ry "n"geent.

"s "voc"te !or service e'cellence thro#gh pr"ctic"l

e"ns.


23/26


Begens in Service

8"n"geent (contd) Peter Druc'er:

Coonly 6no%n "s the >/"ther o! 8oern

8"n"geent? Avoc"te !or the h#"n sie "s oppose to the

n#bers.

e %"s pop#l"r !or ie"s s#ch "s >"n"geent by

obectives? "n the >6no%lege %or6er.?

W"s very intereste in the concept o! peritting

%or6ers to thin6 !or theselves.

e "e "ny preictions, soe o! %hich c"e tr#e.


24/26


5"r"igs

A belie! th"t is coonly "ccepte "s being the proper

%"y or etho th"t soething is to be one.

+his proote >thin6ing o#tsie the bo',? in %hich "

p"r"ig %"s consiere to be >the bo'.?

+he ie" o! " p"r"ig shi!t bec"e very pop#l"r %ith

the *#"lity oveent.


25/26


8oent o! +r#th

A point o! service "t %hich c#stoer service is either

"e or lost.

+he concept o! the oent o! tr#th %"s !irst pop#l"ri7e

by J"n C"rlson o! SAS Airlines.

+he service e'perience is "e #p o! "ny oents o!

tr#th.

)"ch c"n be "n"ly7e.

)"ch sho#l be v"l#e.


26/26

C i ht 2013 b J h Wil & S I All Ri ht R C i ht 2013 b J h Wil & S I All Ri ht R

Ch"pter Revie%

:#estions Wh"t is the e!inition o! *#"lity g#est service

Why o soe c#stoers choose not to copl"in

Wh"t >Age o! Ch"nge? "re %e c#rrently in

Bist !ive e'"ples o! sel!service th"t yo# h"ve #se in the

p"st %ee6. o% i (eing help the J"p"nese

Why o %e ten to !orget cert"in events %hile reebering

others

When i the nee !or spee becoe pop#l"r in the $niteSt"tes

Why oes b" service still e'ist

Who is the /"ther o! :#"lity Service

Who is the /"ther o! 8oern 8"n"geent

Documents

Customer Service Chapter 1