Service Standards
The type of service standards that close provider gap 2 are customer defined standards.
Customer defined standards are measures based on customer requirements that are visible to and measured by customers rather than on company concerns such as productivity or efficiency.
some components of service can be subject to standards, others are more difficult
which ones are more likely to be subjected to standards?
Factors Necessary for Appropriate Service Standards
Standardization of service behaviors and actions Standardization usually implies a nonvarying sequential
process similar to the production of goods Goal: consistent service product
Customization usually refers to some level of adaptation or tailoring of the process to the individual customer
Goal: service that meets expectations
Formal service targets and goals Setting specific targets for individual behaviors and actions;
for example, the customer service standards set by Puget Sound Energy and shown in Figure 9.1.
9-5
Standards are based on the most important customerexpectations and reflect the customer’s view of these expectations.
Customer-Defined Standards
Customer-Defined Standards
Company-Defined Standards
Company-Defined Standards
SOURCESCustomer ExpectationsCustomer Process BlueprintCustomer Experience Observations
SOURCESProductivity ImplicationsCost ImplicationsCompany Process BlueprintCompany View of Quality
Service Standards
9-7
HARD STANDARDS AND MEASURESThings that can be counted, timed,or observed through audits (time,numbers of events)
Standards…
9-8
often involves automatic data capturetend to be more functional and objectivecustomer expects these: on-time, error-free, responsive, call-backs, lost calls, etc.hard to argue with these
“Not everything that counts can be counted...and not everything that can be counted, counts.”
Albert Einstein
Counting…
9-10
SOFT STANDARDS AND MEASURESOpinion-based measures that cannot be observed and must be collected bytalking to customers (perceptions, beliefs)
Standards…
9-11
more difficult to capture data, requires research; more judgmental, subjective
relates more to the interpersonal and softer side of service delivery
how we treat the customertone of voice, seem to care, knowledgeable, helpful, courteous, able to contact them, etc.
Remember the movie called “Taxi” ???? In this movie there is a scene where a customer asks a cab driver (Queen Latifah) to get her to the airport (so he will not miss his plane) in less than 15 minutes. She proceeds to get him there in less than 10 minutes, speeding and driving recklessly along the way.
TAXI
Taxi
This illustrates how hard-standards (getting the customer to the airport in 15 minutes or less) have been accomplished at the expense of soft-standards (being delivered to the airport in a safe and comfortable manner)
Responsiveness Standards at Zappos.com
Respond to 80 percent of all incoming calls within 20 seconds
Respond to all e-mail messages in less than four hours
Respond to live (online) chats in less than 10 seconds.
9-16
Soft Standards at Toyota in Japan
Standards for salespeople patterned after samurai behaviors: Assume the samurai warrior’s “waiting
position” by leaning five to ten degrees forward when a customer is looking at a car
Stand with left hand over right, fingers together and thumbs interlocked, as the samurais did to show they were not about to draw their swords
Display the “Lexus Face,” a closed-mouth smile intended to put customers at ease
Samura
i warri
or
“waiti
ng posit
ion”
9-17
More Soft Standards at Toyota in Japan
Standards for salespeople patterned after samurai behaviors: When serving coffee or tea, kneel on the floor
with both feet together and both knees on the ground
Bow more deeply to a customer who has purchased a car than a casual window shopper
Stand about two arms’ lengths from customers when they are looking at a car and come in closer when closing a deal
Point with all five fingers to a car door’s handle, right hand followed by left, then gracefully open the door with both hands
9-18
Hard and Soft Service Standards at Ford
Appointment available within one day of customer’s requested service day
Write-up begins within four minutes Service needs are courteously identified, accurately
recorded on repair order and verified with customer Service status provided within one minute of inquiry Vehicle serviced right on first visit Vehicle ready at agreed-upon time Thorough explanation given of work done, coverage
and charges
9-19
Standards at Four Seasons
Seven Service Culture Standards
Core Worldwide Service Operating Standards
1. Smile2. Eye3. Recognition4. Voice5. Informed6. Clean7. Everyone
Reservations Hotel Arrival Messages and Paging Guest Room Evening Service Breakfast Room
Exceptions are permitted if they make local sense
9-20
Ritz-Carlton’s SQI IndexSQI Defects Points
1. Missing Guest Preferences 10
2. Unresolved Difficulties 50
3. Inadequate Guestroom Housekeeping 1
4. Abandoned Reservation Calls 5
5. Guestroom Changes 5
6. Inoperable Guestroom Equipment 5
7. Unready Guestroom 10
8. Inappropriate Hotel Appearance 5
9. Meeting Event Difficulties 5
10. Inadequate Food/Beverage 1
11. Missing/Damaged Guest Property/Accidents 50
12. Invoice Adjustment 3