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Customers’ Role in Service

Delivery

Jiveta Chaudhary

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Customers Participate in services

Low Contact Service

High Contact Service

Medium Contact Service

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Customers Participate in services

Low Contact Service

Products are Standardized Service is provided regardless of any

choice

Payment may be the only required

customer input

Examples: Airline travel; Motel Stay; Fast-food Restaurant

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Customers Participate in services

Low Contact Service

High Contact Service

Medium Contact Service

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Customers Participate in services

Medium Contact Service

Client inputs customize the service

Provision of service requirescustomer purchase

Customer inputs are necessary foran adequate outcome, but the

service firm provides the service

Examples: Haircut, Annual Physical Exam, Full-service Restaurant

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Customers are co-creators of services

Low Contact Service

High Contact Service

Medium Contact Service

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Customers Participate in services

High Contact Service

Active client participation guides the

customized service Service cannot be created apart from

the customer’s purchase and active

participation

Customer inputs, choices, and actions

co-create the outcome

Examples: Marriage counseling, personal training, weight reduction program

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Customers affect dis/satisfaction

Low HighMedium

   L   e   v   e    l   o    f

   C   u   s   t   o   m   e   r   P   a

   r   t   i   c   i   p   a   t   i   o   n

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Customers impact Gap 3

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Customers impact Gap 3

Service Delivery

Customer-Driven ServiceDesigns and Standards

  Deficiencies in human resource policiesIneffective recruitmentRole ambiguity and role conflict

Inappropriate evaluation and compensation systemsLack of empowerment, perceived control, and teamwork

  Customers who do not fulfill rolesCustomers who lack knowledge of their roles and responsibilitiesCustomers who negatively impact each other 

  Problems with service intermediariesChannel conflict over objectives and performanceDifficulty controlling quality and consistencyTension between empowerment and control

  Failure to match supply and demandFailure to smooth peaks and valleys of demand

Gap3

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Role of FELLOW Customers•

Negative Effects – Disruptive behaviors

 – Delays

 – Crowd

 – Incompatible Needs

• Positive Effects

 – Enhance experience

 – Achieving service goals

 – Providing Information

 – Sharing/complaining

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Customer’s Roles 

• Productive Resources

• Contributors to Service Quality & Satisfaction

•

Competitors

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Enhancing Customer Participation

•Clarify levels of participation

•Identify specific jobs and tasks

•Understand implications for

productivity & resources

•Assess compatibility of segments

•Isolate incompatible segments

•Enhance segment compatibility

•Identify and recruit appropriate

segments

•Educate customers for their roles

•Provide reasons to participate

•Reward customer performance

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Defining Customers’ Roles 

• Helping oneself 

• Helping others

•

Promoting the company

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Managing the Customer Mix

- Compatibility ManagementCHARACTERISTIC EXAMPLES

Customers are in close physical proximity to each other Airplane flights

Entertainment events

Sports events

Verbal interaction takes place amongst customers Full service restaurants

Cocktail lounges

Educational settings

Customers are engaged in numerous and varied activities Universities

Health clubs

Resort hotels

The service environment attracts a heterogeneous

customer mix

Public parks

Public transportation

The core service is compatibility Weight loss group programmesMental health support programmes

Customers must occasionally wait for service Medical clinics

Tourist attractions

Restaurants

Customers are expected to share time, space or service

utensils with each other

Golf courses

Hospitals

Airplanes

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Self Service Technologies