The Service Encounter Learning Objectives • Use the service encounter triad to describe a service firm’s delivery process. • Discuss the role of organizational control systems for employee empowerment. • Prepare abstract questions and write situational vignettes. • Discuss the role of customer as coproducer. • Describe how elements of the service profit chain lead to revenue growth and profitability. The Service Encounter Triad Service Organization Efficiency versus autonomy Efficiency versus satisfaction Contact Personnel Customer Perceived control Definitions of Culture • Schwartz and Davis (1981) - Culture is a pattern of beliefs and expectations shared by the organization’s members. • Mintzberg (1989) - Culture is the traditions and beliefs of an organization that distinguish it from others. • Hoy and Miskel (1991) - Culture is shared orientations that hold the unit together and give a distinctive identity. Organization Culture A system of shared beliefs supports organizational flexibility in meeting the challenges of managing projects in globalized competitive environments Organization Culture A system of shared beliefs supports organizational flexibility in meeting the challenges of managing projects in globalized competitive environments Multicultural clientele Cultural differences and gaining trust among team members are major hurdles to overcome The Service Organization • Culture –ServiceMaster (Service to the Master) –Disney (Choice of language) The Service Organization • Empowerment Invest in people Use IT to enable personnel Recruitment and training critical Pay for performance • Who was the (business) ‘superstar’ in Tom Peters’ best seller “Thriving on Chaos”? • If you think it was a Fortune 100 CEO, you are very wrong! – It was Paolo Azuela WHO? It was Mr. Paolo Azuela, a housekeeper at the Ritz Carlton Hotel in San Francisco. • Mr. Azuela .. And the bellboy who picks up your bags.. And the doorman who hails you a cab… are authorized, on the spot – no signature from above – to spend up to $2000 to fix any customer problem. There are many people with exalted titles who cannot spend $2000 without six signatures! Organizational Control Beliefs Systems To contribute Boundary Systems To do right Specify and enforce rules To achieve Build clear targets Risks to be avoided To create Strategic Uncertainties Diagnostic Control Systems Interactive Control Systems Core values Identify core & mission values Encourage learning Critical performance variables Contact Personnel • Selection 1. Abstract Questioning 2. Situational Vignette 3. Role Playing • Training Unrealistic customer expectations Unexpected service failure Difficult Interactions with Customers Unrealistic customer expectations 1. Unreasonable demands 2. Demands against policies 3. Unacceptable treatment of employees 4. Drunkenness 5. Breaking of societal norms 6. Special-needs customers Unexpected service failure 1. Unavailable service 2. Slow performance 3. Unacceptable service Use scripts to train for proper response The Customer • Expectations and Attitudes Economizing customer Ethical customer Personalizing customer Convenience customer • Customer as Co-Producer Service Encounter Success Factors Customer Human Machine Service Provider Human Machine Employee selection Interpersonal skills Support technology Engender trust Easy to access Fast response Verification Remote monitoring User friendly Verification Security Easy to access Compatibility Tracking Verification Security Employee Perceptions of Customer Service at a Branch Bank Outstanding Customer 6 5 4 3 2 1 Terrible 1 Terrible 2 3 4 Employee 5 6 Outstanding Satisfaction Mirror More Repeat Purchases Stronger Tendency to Complain about Service Errors Higher Customer Satisfaction Lower Costs Better Results More Familiarity with Customer Needs and Ways of Meeting Them Greater Opportunity for Recovery from Errors Higher Employee Satisfaction Higher Productivity Improved Quality of Service Is attitude emphasized? Are job previews utilized? Are customers screened? Are employees encouraged to refer friends? Careful Employee and Customer Selection Is training for job and life? (and Self-selection)) Are referrals from the “best” employees given priority? Employee Referrals of Potential Job Candidates High-Quality Training Is satisfaction measured periodically? Are measurements linked to other functions on the cycle? Are they linked to service objectives? Are they balanced between monetary and non-monetary? Satisfied Employees Is it an important element of quality of work life? Cycle of Capability Appropriate Rewards and Frequent Recognition Well-Designed Support Systems Information Facilities Greater Latitude to Meet Customer’s Needs Clear Limits on, and Expectations of, Employees Do they limit the “right” risks? Are they logical to employees? Do they reflect needs of the service encounter? Are they designed to foster relationships? Does it reflect top management “talk”? Is it enough to allow delivery of results to customers? Service Profit Chain Internal External Operating strategy and service delivery system Service concept Target market Loyalty Revenue growth Customers Satisfaction Employees Capability Productivity & Output quality Service value Satisfaction Loyalty Profitability Service quality Customer orientation/quality emphasis Allow decision-making latitude Selection and development Rewards and recognition Information and communication Provide support systems Foster teamwork Quality & productivity improvements yield higher service quality and lower cost Attractive Value Service designed & delivered to meet targeted customers’ needs Solicit customer feedback Lifetime value Retention Repeat Business Referrals Topics for Discussion • How does the historical image of service as servitude affect today’s customer expectations and service employee behavior? • What are the organizational and marketing implications of considering a customer as a “partial employee”? • Comment on the different dynamics of one-on-one service and group service. • How does use of a “service script” relate to service quality? • If the roles played by customers are determined by cultural norms, how can services be exported? Situational Vignette A particular customer has the irritating habit of always showing up about two minutes before closing and staying late. Often this occurs on the night when weekly store meeting are held after closing time. This delays starting the meeting and furthermore employees are on the clock waiting for the customer to leave. What would you do? Situational Vignette As a new employee at a busy store, you have been routinely performing clean-up tasks (garbage removal and restroom cleaning). Company policy dictates that these are tasks to be shared. It has become clear that two employees consistently avoid these jobs in favor of more pleasant duties. How would you handle this situation?