SESSION 13 & 14 Service Encounter

By Dr. Nripendra Singh Jaypee Business School, Noida Agenda

The Service Triad Culture in Service Organizational Control Service Profit Chain Case Study: Amys Ice Cream

The Service Triangle

Service Organization Control versus autonomy Efficiency versus satisfaction

Contact Personnel

Perceived control

Customer

Note: Perceived control determines if a relationship or encounter is established between contact personnel and customer.
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Service Encounter Success Factors

Customer Service Provider Human Machine
Employee selection Interpersonal skills Support technology Engender trust Easy to access Fast response Verification Remote monitoring User friendly Verification Security Easy to access Compatibility Tracking Verification Security
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Human

Machine

The Service Encounter

is the moment of truth occurs any time the customer interacts with the firm can potentially be critical in determining customer satisfaction and loyalty types of encounters:
remote encounters, phone encounters, face-to-face encounters

is an opportunity to:
build trust reinforce quality build brand identity increase loyalty

Service Encounter Cascade for a Hotel Visit

Check-In Check-In Bellboy Takes to Room Bellboy Takes to Room Restaurant Meal Restaurant Meal Request Wake-Up Call Request Wake-Up Call Checkout Checkout

A Service Encounter Cascade for an Industrial Purchase

Sales Call Sales Call Delivery and Installation Delivery and Installation Servicing Servicing Ordering Supplies Ordering Supplies Billing Billing

Critical Service Encounters Research

GOAL - understanding actual events and behaviors that cause customer dis/satisfaction in service encounters METHOD - Critical Incident Technique DATA - stories from customers and employees OUTPUT - identification of themes underlying satisfaction and dissatisfaction with service encounters

Sample Questions for Critical Incidents Technique Study

Think of a time when, as a customer, you had a particularly satisfying (dissatisfying) interaction with an employee of . When did the incident happen? What specific circumstances led up to this situation? Exactly what was said and done? What resulted that made you feel the interaction was satisfying (dissatisfying)?

Contact Personnel
Selection 1. Abstract Questioning 2. Situational Vignette 3. Role Playing Training Unrealistic customer expectations Unexpected service failure

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Difficult Interactions with Customers

Unrealistic customer expectations failure 1. Unreasonable demands 2. Demands against policies 3. Unacceptable treatment of service employees 4. Drunkenness 5. Breaking of societal norms 6. Special-needs customers Unexpected service

1. Unavailable service 2. Slow performance 3. Unacceptable

Use scripts to train for proper response

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Examples of Unethical Behaviors

Misrepresenting the Nature of the Service Customer Manipulation General Honesty and Integrity Promising a nonsmoking room Giving away a guaranteed Treating customers unfairly when none is available reservation or rudely Using bait-and-switch tactics Performing unnecessary Being unresponsive to services customer requests Creating a false need for Padding a bill with hidden Failing to follow stated service charges company policies Misrepresenting the credentials Hiding damage to customer Stealing customer credit card of the service provider possessions information Exaggerating the benefits of a Making it difficult to invoke a Sharing customer specific service offering service guarantee information with third parties

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Common Themes in Critical Service Encounters Research

Recovery:

Employee Response to Service Delivery to Customer Needs System Failure and Requests

Adaptabilit Employee Response y:

Coping:

Spontaneity:

Unprompted and Employee Response Unsolicited Employee to Problem Customers Actions and Attitudes

Amys Ice Cream

1. Describe the service organization culture at Amys Ice Cream. 2. What are the personality attribute of the employees who are sought by Amys Ice Cream? 3. Design a personnel selection procedure for Amys Ice Cream using abstract questioning, a situational vignette, and/or role playing.
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AMYS ICE CREAM Questions

What was your most rewarding past experience and why? What are you looking for in your next job? What have you done in the past to irritate a customer? What flavor of ice cream best describes your personality?
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Amys Ice Cream Facility

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AMYS ICE CREAM Situational Vignette

A particular customer has the irritating habit of always showing up about two minutes before closing and staying late. Often this occurs on the night when weekly store meeting are held after closing time. This delays starting the meeting and furthermore employees are on the clock waiting for the customer to leave. What would you do?

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AMYS ICE CREAM Situational Vignette

As a new employee at a busy store, you have been routinely performing clean-up tasks (garbage removal and restroom cleaning). Company policy dictates that these are tasks to be shared. It has become clear that two employees consistently avoid these jobs in favor of more pleasant duties. How would you handle this situation?
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THANKS