Post on 03-Mar-2018
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Employees Roles inService Delivery
Lecture # 10
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OUTLINE
Service CultureThe Criticl Importnce o! Service Employees
"ounry Spnnin$ RolesStrte$ies !or Deliverin$ Service%ulity
Throu$h &eopleCustomer Oriente ServiceDelivery
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Service Culture
Service Culture'ServiceCulture hasbeen defned more inormally as (the)y )e o thin$s roun here*+Experts have suggested that a customer
oriented organization will have t itshert the service culture, and wheregiving good service to internal as well as
external customers is considered a(nturl )y o! li!e n one o! themost importnt norm (rule)prctise
,y everyone*+
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Service Culture
Exhibiting Service eadership!" strong service culture begins withleaders in the organization whodemonstrate a passion (strong desire) or
service excellence# eadership does notconsist o giving a set o commands roma thic$ ruleboo$ but, rather the regular
and consistent demonstration o one%svalues#Employees are more likely to
embrace a service culture whenthe see mana ement livin out
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Service Culture
&eveloping a Service Culture!" service culture cannot be developedovernight, there is no magic to maintainservice culture# 'undred o little but
signifcant actors are reuired to buildand maintain a service culture#
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The Criticl Importnce o! ServiceEmployees
The Criticl Importnce o! ServiceEmployees'
rontline employees and those
supporting rom behind the scenes arecritical to the success o any serviceorganization#
*he $ey ocus in this chapter is oncustomer contact employees because!
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The Criticl Importnce o! ServiceEmployees
*hey are the service#*hey are the organization#*hey are the brand#
*hey are mar$eters#+n many cases, the contact employees isthe service, or example, in most
personal and proessional services (li$ehaircutting, physical trainers, child care,cleaning maintenance, limousineservices, and legal services)
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The Criticl Importnce o! ServiceEmployees
the contact employee provides the entireservice singlehandedly#Thus investin$ in the employee to
improve the service is e-ul tom.in$ irect investment in theimprovement o! mnu!cture
prouct+Even i the contact employee doesn%tperorm the service entirely, he or shemay still represent the frm in thecustomers e e#
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The Criticl Importnce o! ServiceEmployees
*he Service *riangle! Services mar$etingis about promises, promises me,and promises .ept# " strategic
ramewor$ $nown as the service triangle(illustrated in igure -.#.) visuallyhighlight the importance o people in
the frms to $eep their promises andsucceed in building customerrelationship#
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The Criticl Importnce o! ServiceEmployees
/i$ure 1+The Servicesr.etin$Trin$le
Compny 2n$ement
E3ternl r.etin$(.in$ the
promise*
Internl r.etin$(En,lin$ the
promise*
Employee Customer
Interctivemr.etin$
(Deliverin$ thepromise*
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The Criticl Importnce o! ServiceEmployees
Employee Satisaction, CustomerSatisaction, and /roft! Satisfedemployees ma$e or satisfed customers,
and satisfed customers can in turnstrengthen employees% sense osatisaction in their 0obs# Some
researchers suggests that unless serviceemployees are happy in their 0obscustomer satisaction will be di1cult# +nstores with the highest customersatisaction, em lo ee turnover
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The Criticl Importnce o! Service Employees
was 234, whereas in stores with the lowest customersatisaction, turnover was 564# 7ther research
suggests that employees who eel they are treatedairly by their organization will treat customers better,resulting in greater customer satisaction#
igure -.#6 the service proftchain
Intern
lservice-ulity
&ro4t,ility
Employee
Stis!ction
Employee
prouctivity
Employee
retention
E3ternlservicevlue
Custome
rstis!ct
ion
Customer loylty
Revenue$ro)th
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The Criticl Importnce o!Service Employees
8oundary Spanning 9oles! *he rontlineservice employees are reerred to asboundary spanners because they
operate at the organization boundary#*heyprovide a lin$ between the externalcustomer and internal operations o the
organization# *hey serve a criticalunction in understanding, andinterpreting inormation to and rom theorganization to the external world#
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The Criticl Importnce o!Service Employees
:ho are these boundary spanners;:hat type o people and positionsinclude boundary spanner roles;
+n industries such as ast ood, hotels,telecommunication, and retail, theboundary spanners are the least s$illed,
and lowest paid employees in theorganization#
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The Criticl Importnce o!Service Employees
*hey are order ta$ers, ront des$employees, telephone operators, storecler$s, truc$ drivers and delivery people#
+n other industries boundary spannersare well paid, highly educatedproessionals
or example, doctors, lawyers,accountants, consultants architectsetc#
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The Criticl Importnce o!Service Employees
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The Criticl Importnce o!Service Employees
Emotional abour! +t means deliveringsmiles, ma$ing eye contact, showingsincere interest, and engaging in riendly
conversation with people who are moreor less strangers who may or may notever be seen again# riendliness,
courtesy, and responsiveness directedtowards customers all reuire hugeamounts o emotionl l,our rom therontline employees#
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The Criticl Importnce o!Service Employees
Emotional labour attracts people%seelings 5o!ten re-uirin$ them tohie their true !eelin$s6 to be
e>ective in their 0obs#Sources o Con?ict! rontline employeesoten ace interpersonal con?icts on the
0ob# *heir rustration can, i letunattended, lead to stress, 0obdissatisaction and wea$en ability toserve customers, and burnout soon#
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The Criticl Importnce o!Service Employees
7rganizational@Client Con?ict! " morecommon type o con?ict or rontlineservice employees is the con?ict
between their two bosses, theor$ni7tion and the iniviulcustomer# :hen customer ma$es
excessive demands, the employee has tochoose weather to ollow the rules orsatisy the demands# *he con?ict isgreatest when the employee believesthe or anization is wron in its olicies
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The Criticl Importnce o!Service Employees
and must decide weather toaccommodate the client and ris$ losing a
0ob, or to ollow the policies# *hese
con?icts are especially severe whenservice employee depend directly on thecustomer or income in the shape o tips
or commission+Auality@ /roductivity *rade=7>s! rontlineservice wor$ers are as$ed to be bothe>ective and e1cient! *hey areex ected
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The Criticl Importnce o!Service Employees
to deliver satisying service to customersand at the same time to be coste8ective n prouctive# " physician
or example is expected to deliver caringuality service to the patients but at thesame time to serve a certain number o
patients within a specifed time rame#Reserch su$$ests tht these treo8s re more chllen$in$ in service,usiness thn !or mnu!cturin$,usiness+
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Strte$ies !or Deliverin$ Service%ulity Throu$h &eople
Strte$ies !or Deliverin$ Service%ulity Throu$h &eople '*hestrategies presented here are organized
around our basic themes# *o build acustomer=oriented service mindedwor$orce an organization must!
9ire the ri$ht peopleDevelop people to eliver service-ulity&rovie the neee supports stems
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Strte$ies !or Deliverin$ Service %ulity Throu$h &eople
igure -.#B'uman 9esource strategies or delivering service uality
through people
Customer
Oriente
Service
9ire theri$ht
people
Retin the,estpeople
Developpeople toeliverservice
-ulity
&rovie
neeesupportsystem
Compete!or the,est
people
9ire !orservicecompetencies
"ethepre!erre#employer
Trin!ortechnic
l:
interctives.ills
Empo)eremployees
&romotetem)or.1esure
internl
service
-ulity
1esuren#
re)r#stron
$service
per!ormers
TretEmployeesscustomers
Inclu
#e
emplo
yees
inin
the
comp
ny;s
visio
n
Developservice
oriente#internl
process
&roviesupportivetechnolo$y ne-uipment
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Strte$ies !or Deliverin$ Service%ulity Throu$h &eople
'ire the right people! *o e>ectivelydeliver service uality considerableattention should be ocussed on hiring
and recruiting service personnel#Compete or the best! *o get the bestpeople, an organization needs to identiy
them and compete other organizationsto hire them# +t is suggested that frm actas mar$eters in their hunt o the bestemployees# ust as they use their
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Strte$ies !or Deliverin$ Service%ulity Throu$h &eople
mar$eting expertise to compete orcustomers#
8e a /reerred Employer! 7ne way toattract the best people is to be $nown asthe preerred employer in the particular
industry or location# 7ther strategiesthat support to be a preerred employerinclude extensive training, career andadvancement opportunities,
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Strte$ies !or Deliverin$ Service%ulity Throu$h &eople
excellent internal support, attractiveincentives and salary, and good ualityo services that employee are proud to
be associated with#
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Strte$ies !or Deliverin$ Service%ulity Throu$h &eople
9etain the 8est /eople! Employeesturnover, especially when the bestservice employees are the once leaving
can be very in0urious to customersatisaction, employees morale andoverall service uality# Some frms spend
a lot o time attracting employees butthen tend to take them for granted,causing these good employees to searchor 0ob alternatives#
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Customer
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Customer
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Customer Customer
/ocuseOr ni7tion Chrt
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Thn. ?ou
@l)ys See. 9elpo! @llh @lmi$hty