service quality/ calidad de servicio

Palmira López- Fresno President Service Quality Committee- AEC President QFD Spain

© e-mail: correo@palmiralopezfresno.com

© e-mail: correo@palmiralopezfresno.com © e-mail: correo@palmiralopezfresno.com

Service Quality: Skyscrapers on Sand?

Service Quality: Skyscrapers on Sand?

© e-mail: correo@palmiralopezfresno.com

Service Quality: Skyscrapers on Sand?

• Do we, as customers, receive better service than 20 years ago?

• Is the service as robust as many organizations attempt to show?

• Is the service as good as it could be with the means and resources at hand?

© e-mail: correo@palmiralopezfresno.com

Service Quality: Skyscrapers on Sand?

From era of “production” to era of “seduction” Philosopher Gilles Lipovetsky

Civilization of “spectacle” Nobel Laureate Mario Vargas Llosa

“Liquid” modernity Sociologist Zygmunt Bauman

© e-mail: correo@palmiralopezfresno.com

Availability of advanced technology and knowledge.

Increasingly offer of graduates and postgraduates.

Change in values: “seduction”

Overemphasis in short term focus; increasing fierce competition.

Service Quality: Skyscrapers on Sand?

© e-mail: correo@palmiralopezfresno.com

“What the customer thinks he is buying, what he considers valuable, is crucial to determine what a

company is, what it produces and how it will grow. And what the customer buys and considers valuable is

never just a product [...]. The customer is the foundation of the company and the element that

allows it to endure. Only he creates jobs ...” [Peter F. Drucker]

Service Quality: Skyscrapers on Sand?

© e-mail: correo@palmiralopezfresno.com

Good customer service is not an option, but is key to the success

or failure of the organization.

Service Quality: Skyscrapers on Sand?

© e-mail: correo@palmiralopezfresno.com

Service quality depends on:

Clearly focused strategy and policy toward customer service.

Rigorous and consistent processes.

Committed and qualified employees.

Appropriate leadership.

Efficient and effective management system.

Service Quality: Skyscrapers on Sand?

© e-mail: correo@palmiralopezfresno.com

Service:

ESTRUCTURE: organization and personnel.

ACTION: set of activities performed.

Service Quality: Skyscrapers on Sand?

© e-mail: correo@palmiralopezfresno.com

Quality:

Degree to which the organization is able to achieve the goal of "meeting” customer needs and expectations.

“The mission of a company is to create and keep customers. To get it, you need to do things

that result in people wanting to do business with you” [Theodore Levitt]

Service Quality: Skyscrapers on Sand?

© e-mail: correo@palmiralopezfresno.com

Profitability

Obtained

Improvements

Losses

Cost-effect. analysis

Competency

Policies

Budget

Measurem.

of impact on

customers

Communication

Customer Service

Use/knowledge

Measurem.

of efficacy

Measurem.

of customer

satisfaction

Measurem.

of orientation

to customers

EXPECTED

QUALITY

OBJECTIVE

QUALITY

PERCEIVED

QUALITY

PRODUCED

QUALITY

ORGANISATION

Internal perspective

(Process based

indicators)

CUSTOMERS

External perspective

(Customer based

indicators)

12

Basic principles to achieve customer positive experiences:

The process cannot fail.

It has to mobilize positive emotions.

Service Quality: Skyscrapers on Sand?

© e-mail: correo@palmiralopezfresno.com

The objective of the organizations should be managing the system -processes, resources, people ...- so that value is generated in each

and every one of the interactions.

And this value returns as improvement for the organization.

Service Quality: Skyscrapers on Sand?

© e-mail: correo@palmiralopezfresno.com

It is not sustainable to take actions to "surprise" the customers, if the "basic attributes" and "expected attributes" are not guaranteed.

Service Quality: Skyscrapers on Sand?

© e-mail: correo@palmiralopezfresno.com

In terms of quality management, we cannot speak of excellence without assuring the quality

of the processes.

Customer satisfaction ► sustainability, corporate reputation.

Strategy, leadership, processes ► factors to root quality service. Customer orientation. Long and medium term approach.

No millionaire marketing campaigns if quality of processes is not assured.

Service Quality: Skyscrapers on Sand?

© e-mail: correo@palmiralopezfresno.com

Service Quality: Skyscrapers on Sand?

© e-mail: correo@palmiralopezfresno.com

Service Quality: Skyscrapers on Sand? from sand to skyscrapers.

Terima kasih

Kuala Lumpur September 3, 2013

© e-mail: correo@palmiralopezfresno.com