服务管理Encounter.ppt

1、6-1,McGraw-Hill/Irwin,Copyright 2006 by The McGraw-Hill Companies,Inc.All rights reserved.,The Service Encounter,Copyright 2006 by The McGraw-Hill Companies,Inc.All rights reserved.,McGraw-Hill/Irwin,Chp6,6-3,Chapter outline,The service encounter triad The service organization Contact personnel The

2、customerCreating a customer service orientation Service profit chain,6-4,SUPPLEMENTARY MATERIALS,Robert Simons,Control in an Age of Empowerment,Harvard Business Review,March-April 1995,pp.80-88.Case:Nordstrom(HBS case 9-579-218):Nordstrom is a very successful department store that has defined a supe

3、rior level of service for the entire industry.The employees,who are challenged by a pay-for-performance policy,are empowered to deliver the highest level of service,but they are under considerable pressure to meet sales goals.,6-5,Use the service encounter triad to describe a service firms delivery

4、process.Discuss the role of organizational control systems for employee empowerment.Prepare abstract questions and write situational vignettes.Discuss the role of customer as co-producer.Describe how elements of the service profit chain lead to revenue growth and profitability,Learning Objectives,6-

5、6,Key terms,Service encounter（服务接触）Service encounter triad(服务接触三元组合)Culture（文化）Empowerment（授权）Abstract questioning（抽象提问）Situational vignette（情景小品）Co-producer（合作生产者）,6-7,.The Service Encounter Triad,Service encounter（服务接触）：is defined as the period of time that a customer interacts with a service.The

6、inscape of service encounter customer Contact Personnel Service providing system tangible evidence,6-8,.The Service Encounter Triad,The key characteristics of service encounter Service encounter has a clear purpose;The service provider is not altruistic;It is neednt preacquaint between customer and

7、service provider;The scope of the service encounter is limit;The information exchanging related to task showed obvious dominance;The role of customer and service provider has been defined clearly.The social status of a customer or service provider maybe changed temporary in a service encounter.,6-9,

8、ServiceOrganization,Efficiencyversussatisfaction,Efficiencyversus autonomy,Customer,ContactPersonnel,Perceived control,.The Service Encounter Triad,Service encounter triad(服务接触三元):A triangle depicting the balance of goals among the service organization,the contact personnel,and the customer.,Figure

9、6-1:The service encounter triad,6-10,.The Service Encounter Triad,Encounter dominated by the service organization contact personnel-dominated encounter customer-dominated encounter A satisfactory and effective service encounter should balance the need for control by all three participants.,6-11,.The

10、 service organization,The service organization establishes the environment for the service encounter.Culture（文化）:the shared beliefs and values of an organization that guide employee decision making and behavior in the firm.Schwartz and Davis(1981)-Culture is a pattern of beliefs and expectations sha

11、red by the organizations 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.Examples:ServiceMaster(Service to the Master),Disn

12、ey(Choice of language),6-12,Empowerment（授权）：providing contact personnel with the training and information to make decisions for the firm without close supervision.Invest in peopleUse IT to enable personnelRecruitment and training criticalPay for performance Control systemBelief system Restriction sy

13、stem Judgment system Interaction system,.The Service Organization,6-13,The feature of contact personnel:flexibility,tolerance for ambiguity,ability to monitor and change behavior on the basis of situational cues,empathy for customer.Selection1.Abstract Questioning(抽象提问):an open-ended question used t

14、o screen potential employees by revealing a candidates ability to adapt and use interpersonal skills.2.Situational Vignette（情景小品）：a service encounter situation that can test a candidates ability to“think on her or his feet”and to use good judgment.3.Role PlayingTrainingUnrealistic customer expectati

15、onsUnexpected service failure,.Contact Personnel,6-14,Unrealistic customer expectations Unexpected service failure 1.Unreasonable demands 1.Unavailable service 2.Demands against policies 2.Slow performance 3.Unacceptable treatment of employees 3.Unacceptable service 4.Drunkenness 5.Breaking of socie

16、tal norms 6.Special-needs customerUse service scripts(服务脚本)to train for proper response,.Contact Personnel,Table 6-1:Difficulties with interactions between customers and contact,A service script is one method that companies may use to improve quality.Such scripts provide a professional and consisten

17、t way of solving customer problems.,6-15,Expectations and AttitudesEconomizing customer（经济型顾客）Ethical customer（道德型顾客）Personalizing customer（个性化顾客）Convenience customer（方便型顾客）Customer as Co-Producer(合作生产者)Viewing the customer as a productive resource in the service delivery process,which requires role

18、s to play(e.g.,busing his or her lunch table)and scripts to follow(e.g.,using an ATM),.The Customer,6-16,.Creating a customer service orientation,Success factors influencing various types of service encounters Table 6-2,6-17,.Creating a customer service orientation,Figure 6-3:Relationship between cu

19、stomer and employee perceptions of customer service,Customer and employee perceptions of customer service,6-18,Figure 6-4:The Satisfaction Mirror,6-19,.Service Profit Chain,6-20,.Service Profit Chain,Service profit chain proposes a relationship that links profitability,customer loyalty,and service v

20、alue to employee satisfaction,capability,and productivity.Internal quality drives employee satisfaction Employee satisfaction drives retention and productivity Employee retention and productivity drives service value Service value drives customer satisfaction Customer satisfaction drives customer lo

21、yalty Customer loyalty drives profitability and growth,6-21,6-22,Topics for Discussion,How does the historical image of service as servitude affect todays customer expectations and service employee behavior?What are the organizational and marketing implications of considering a customer as a“partial

22、 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?,6-23,Interactive Exercise,The class breaks into small groups

23、 and each group comes up with an example from each of the four organizational control systems(i.e.,belief,boundary,diagnostic,and interactive),6-24,Amys Ice Cream on Guadalupe,6-25,Amys Ice Cream,Describe the service organization culture at Amys Ice Cream.What are the personality attribute of the em

24、ployees who are sought by Amys Ice Cream?Design a personnel selection procedure for Amys Ice Cream using abstract questioning,a situational vignette,and/or role playing.,6-26,What was your most rewarding past experience and why?What are you looking for in your next job?What have you done in the past

25、 to irritate a customer?What flavor of ice cream best describes your personality?,AMYS ICE CREAMAbstract Questions,6-27,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 h

26、eld 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?,AMYS ICE CREAMSituational Vignette,6-28,As a new employee at a busy store,you have been routinely performing clean-up tasks(garbage removal and rest

27、room 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?,AMYS ICE CREAMSituational Vignette,6-29,Enterprise Rent-A-Car,How has Enterprise Rent-A-Car(ERAC)defined its service differently than that of the typical national car rental company?What features of its business concept allow ERAC to complete effectively with the existing national rental care companies?Use the service profit chain to explain the success of ERAC.,