People: Services and Service Quality

1
People Services and Service Quality

• How Do We Get There?

2
Agenda

• Introduction
• Management Concepts
• Total Quality Management
• Customer Codes and Guarantees
• Hosts
• Staff Selection, Orientation, Training
• Motivation and Retention
• Empowerment

3
Agenda

• Guests
• Relationship Marketing Dealing with People
• Customer Mix

4
Introduction

• Two Groups
• Guests
• Hosts
• Service Accomplished by People

5
Introduction

• Berry, Zeithaml, Parasuraman
• Services Marketing (is)
• Service (based on)
• Service Quality

6
Introduction

• Berry, Zeithaml, Parasuraman
• SERVQUAL
• Reliability
• Assurance
• Tangibles
• Responsiveness
• Empathy

7
Agenda

• Management Concepts
• Total Quality Management
• Customer Codes and Guarantees

8
Management Concepts

• Total Quality Management (TQM)
• Pioneers
• Juran
• Deming
• Crosby
• Designed to
• Minimize Defects
• Determine Customer Requirements
• Satisfy Requirements

9
Management Concepts

• Total Quality Management (TQM)
• Principles
• Quality
• Customer Satisfaction
• Organizational Culture
• Empowerment
• Measurement

10
Management Concepts

• Customer Codes and Guarantees
• Articulate in Writing
• Communicate
• Customers
• Employees
• Service CONTRACT

11
Agenda

• Hosts
• Staff Selection, Orientation, Training
• Motivation and Retention
• Empowerment

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Hosts

• Staff Selection, Orientation, Training
• Selection
• Characteristics
• Interpersonal Skills
• Behavioral Flexibility
• Empathy
• Personality Traits
• Polite
• Friendly
• Positive
• Belong

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Hosts

• Staff Selection, Orientation, Training
• Orientation
• Learn the Company
• Philosophy
• Training
• Learn the Position
• Sink or Swim Generally Not Good Idea

14
Hosts

• Motivation and Retention
• Customer Expectations
• Clear
• Goals
• Performance Standards
• Support
• Management
• Resources

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Hosts

• Motivation and Retention
• Communicate
• Measure, Evaluate, Reward

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Hosts

• Empower
• Authority
• Identify
• Solve
• Implement
• Change
• Decentralize Decision Making
• Flatten Organization

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Hosts

• Empowerment
• Requires
• Trust
• Respect
• Judgment
• Knowledge
• Motivation

18
Agenda

• Guests
• Relationship Marketing Dealing with People
• Customer Mix

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Guests

• Relationship Marketing Guests as People
• Retain Rather than Attract
• Amortize Cost of Attraction
• Buy More
• Buy Higher Margin
• Referrals
• Lifetime Value

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Guests

• Relationship Marketing Guests as People
• Individualization (Customization)
• Manage Service Encounter
• Provide Incentives
• Provide Options
• Develop Pricing Strategies
• Maintain Profile
• Direct Communication

21
Guests

• Customer Mix
• Interactions Between Guests
• Birds of a Feather
• Service Encounter Environment