service quality/ calidad de servicio
DESCRIPTION
A reflection on Service Quality. Is service quality well grounded or are we building Skyscrapers on sand without enough foundations? where and in which extent Quality focus is being placed nowadays in the strategies of the organizations, and the role it is being played specifically in the service sector?TRANSCRIPT
Palmira López- Fresno President Service Quality Committee- AEC President QFD Spain
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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?
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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
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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?
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“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?
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Good customer service is not an option, but is key to the success
or failure of the organization.
Service Quality: Skyscrapers on Sand?
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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?
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Service:
ESTRUCTURE: organization and personnel.
ACTION: set of activities performed.
Service Quality: Skyscrapers on Sand?
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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?
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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?
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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?
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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?
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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?
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Service Quality: Skyscrapers on Sand? from sand to skyscrapers.
Terima kasih
Kuala Lumpur September 3, 2013
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