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Transcript of Service Personnel.ppt
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Services Marketing
M S Balaji
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Themes Of My Presentation
Irritations about service personnel
Managing employees and customers
Boundary spanning roles and conflicts forservice contact personnel
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Irritations about Service Personnel
Personnel failing to show up (40%).
Poorly informed providers (37%).
Contact personnel on personal phone calls
while consumer waits (25%).
Talking down to consumer (21%).
Provider unable to explain how product
works (16%).
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Irritations about Service Personnel
Apathy: Do I give a darn?
Brush-Off: I want you to go away syndrome.
Coldness: Indifferent about what consumerswant.
Condescension: You are client, so you must
be stupid.
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Irritations about Service Personnel
Robotism: Customers are treated like inputs
into a system that must be processed.
Rulebook: Providers who live by the rules
even if they dont make sense.
Runaround: Passing customers on to other
providers who then pass them on.
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Managing Employees and
CustomersService personnel perform complex and
difficult jobs.
Service personnel are often lowest paid and
least respected.
Service jobs have high turnover rates.
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Managing Employees and
Customers42% of Indian workforce are employed in
food service, retailing, cleaning, clerical work
and other personal service.
These jobs account for most job growth in
2000s.
These jobs are often poorly compensated,
lead nowhere, and provide little benefits.
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Importance of Contact Personnel
Boundary-Spanning Roles: Roles played bycontact personnel who interact with firms
internal and external environment.
Difficult for service organizations todifferentiate among themselves.
Airlines offer similar benefits and fly same
types of aircraft from same airports.Only competitive advantage is way things are
done.
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Boundary-Spanning Role
Two main purposes: information transfer and
representation.
Boundary spanners collect information from
environment and give feedback to firm.
Boundary-spanning personnel are
organizations personal representatives.
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Subordinate Vs. ProfessionalPeople in boundary-spanning roles can be
classified along a continuum from subordinateservice roles to professional service roles.
Subordinate service roles: played by
personnel in firms where customers purchaseis entirely discretionary.
Subordinate to organization and the customer.Examples are waiters, bellhops, and taxi
drivers.
Professional service roles: played bypersonnel with status independent of rank in
firm due to professional qualifications.
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Sources of Conflict in Boundary-
Spanning RolesFor services to operate, both consumers and
contact personnel must conform to a script or
role.
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Person/Role Conflict
Person/role conflict: role may be
inconsistent with individuals self-perception.
Boundary-spanning personnel subordinate
personal feelings to role; to smile when
feeling miserable.
Professionals operate within their own self-
image; less obligated to maintain a bedside
manner.
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Firm/Client
Organization/client conflicts:
Disagreements that arise when customer
requests services that violate rules of
organization.
Violations can be simple, like a request for
a second bread roll in a restaurant.
Subordinate service personnel are unable to
change rules and explain why rules exist.
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Interclient Conflicts
Interclient conflicts: conflict between clients
arise because customers influence one
anothers experience.
Clients are likely to have different scripts.
When conflicts occur, boundary-spanning
personnel are asked to resolve confrontation.
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Examples of Interclient Conflict
Waiter is asked to tell person smoking in non-
smoking section not to smoke.
Customers request speedy service and get it
causing complaints from others.
Clients may disregard responses made by
subordinate service providers.
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Role Stress for Boundary-
Spanning PersonnelConsequences of conflict and stress produce
dissatisfaction, frustration, and turnover.
Employees move into a people-processing
mode.
Customers are treated as inanimate objects to
be processed rather than as individuals.
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Role Stress for Boundary-
Spanning PersonnelEmployees may overact role and force
customer into subservient role.
Employees may reduce organization/client
conflict by siding completely with client.
Employee reduces stress by seeking
sympathy from customer.
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Reducing Role Stress with
MarketingUnhappy, disagreeing contact personnel are
visible to customer and will ultimately affect
customer perception of quality.
Physical symbols and furniture are often
used to boost employees status.
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Reducing Person/Role Conflicts
Marketing can reduce conflict between
individual and assigned role by simply being
sensitive and actively seeking input.
It is important to ensure service providers are
well trained.
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Reducing Organizational/Client
ConflictIt is crucial that customer expectations be
consistent with capabilities of service system.
Customers should not ask for services the
system cannot provide.
Tell customers what to expect early in service
process.
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Reducing Interclient Conflict
Conflicts between clients can be avoided if
clients are relatively homogeneous in their
expectations.
Due to inseparability of services, customers
often share their service experiences with
other customers.
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Trust the Customer
Customers usually complain because an expectationhas not been met.
Some customers may complain for reasons external
to your firm:They may have just had a fight with a boss or spouse.They have been stalled in traffic.
They may not feel well.
The customer will think their complaint is
legitimate, even if you do not.
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Calm Yourself and the Customer
Let the customer vent. Do not interrupt.
Stay calm. Do not get emotional and get into an
argument.
Acknowledge that you know they are upset and usetheir formal title when you address them.
Use active listening to clarify the problem and take
notes if the problem is complex.Summarize the problem and use positive words.
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Empathize with the customer
Show you are concerned by using phrases
such as:
I understand how frustrating this is to you.
Im sorry we let you down.
Lets see what we can do to fix the problem.
I appreciate how you feel.
I dont blame you for being upset.
I understand that you have been inconvenienced.
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Soothe Upset Customers
Apologize and dont blame others or makeexcuses.
Thank the customer for bringing the problem
to your attention.Fix the problem on the spot and ask the
customer how they want it resolved or suggest
several options and let the customer select.When appropriate, follow up with a telephone
call.