chapter 11 Flashcards
are a key input for delivering service excellence and competitive
advantage.
front line employees
The market and financial results of managing people effectively for service advantage can be phenomenal. That’s why the People element of the ___ is so important.
7 Ps
Among the most demanding jobs in service businesses are the ______________.
Employees working in these customer-facing jobs span the boundary between inside and outside of the organization.
They are expected to be fast and efficient in executing operational tasks and be courteous and helpful when dealing with customers.
frontline jobs
__________________________ Often, the service employees are the most visible element of the service. They deliver the service, and greatly affect service quality.
Is a core part of the product.
. Frontline employees represent the _____________________, and from a customer’s perspective, they are the firm.
Is the service firm
_______________ Frontline employees and the service they provide are often a core part of the brand.
It is the employees who determine whether the brand promise is delivered.
Is the brand.
____________ Service personnel are often critically important for generating sales, cross- sales, and up-sales.
Affects sales.
____________________________. Frontline employees play a key role in anticipating customers’ needs, customizing the service delivery, and building personalized relationships with customers.
An effective performance of these activities should ultimately lead to
increased customer loyalty.
Is a key driver of customer loyalty
______________________. Frontline employees have a heavy influence on the productivity of frontline operations.
Determines productivity
___________________________- Customer contact personnel
must attend to both operational and marketing goals.
They are expected to delight customers, which takes time, and yet they have to be fast and efficient at operational tasks.
In addition, they are often expected to do selling, cross-selling, and up-selling.
Organization/Client Conflict
_______________________-the Service staff may have conflicts between what their job requires and their own personalities, self-perceptions, and beliefs.
For example, the job may
require staff to smile and be friendly even to rude customers
Person/Role Conflict
_______________________- Conflicts between customers are not
uncommon (e.g., smoking in non-smoking sections, jumping
queues, and it is usually the service staff that are summoned
to call the offending customer to order
Interclient Conflict
*The term emotional labor was first used by ________________ in her book The Managed Heart.
Arlie Hochschild
*____________________ arises when a discrepancy exists between how frontline staff feel inside and the
emotions the management requires them to show in front of customers.
*Frontline staff are expected to have a cheerful disposition and be genial, compassionate, sincere, or
even self-effacing — emotions that can be conveyed through facial expressions, gestures, tone of voice,
and choice of words.
Emotional labor
begin with a narrow design of jobs to accommodate low skill levels an emphasis on rules rather than service and the use of technoloy to control quality.
low wages are paid, accompanied by little investment in employee selection and training.
Consequences include bored employees who lack the ability to respond to customer problems, who become dissatisfied, and who develop develop a poor service attitude.
The results for the firm are low service quality and high employee turnover. Because of weak profit margins, the cycle repeats itself with the hiring of more low-paid employees to work in this unrewarding atmosphere.
some service firms can reach such low levels of employee morale that frontline staff become hostile towards customers and may even engage in “service sabotage”.
Employee Cycle of Failure
The _________________________ begins with heavy organizational emphasis on attracting new customers, who become dissatisfied with employee performance and the lack of continuity implicit in continually changing faces due to high staff turnover.
Because these customers fail to become loyal to the supplier, they turn over as quickly as the staff, requiring an ongoing search for new customers to maintain sales Volume. The departure of discontented customers is especially worrying in the light of what we know about the greater profitability of a loyal customer base.
customer Cycle of Failure
Too many managers ignore the long-term financial effects of low-pay/high-turnover human resource strategies.
Part of the problem is the failure to measure all relevant costs.
THE CYCLE OF FAILURE
Another vicious employment cycle is the “_____________________” often typified by state monopolies, industrial cartels, or regulated oligopolies – where there is little incentive to improve performance and where fear of entrenched unions may discourage management from adopting more innovative labor practices.
Cycle of Mediocrity
Job responsibilities tend to be narrowly and unimaginatively defined, tightly categorized by grade and scope of responsibilities, and further rigidified by union work rules.
Salary increases and promotions are largely based on how long the person has been working in the organization.
Successful performance in a job is often measured by the absence of mistakes, rather than by high productivity or outstanding customer service
Since employees are given very little freedom to do their work in the way they think is necessary or suitable, jobs tend to be boring and repetitive.
However, unlike the Cycle of Failure, most positions provide adequate pay and often good benefits, combined with high job security. Thus, employees are reluctant to leave.
THE CYCLE OF MEDIOCRITY
THE CYCLE OF SUCCESS
Better ___________and ____________ attract good quality staff.
Broadened job designs are accompanied by _________ and _______________ practices that allow frontline staff to control quality.
With more focused ____________, ____________, and ____________, employees are likely to be happier in their work and provide higher-quality service.
_________________ means that regular customers appreciate the continuity in service relationships and are more likely to remain loyal.
With greater customer loyalty, ______________ tend to be higher, and the organization is free to focus its marketing efforts on reinforcing customer loyalty through customer retention strategies. These strategies are usually much more profitable than strategies for attracting new customers.
pay and benefits
training - empowerment
recruitment, intensive training, and better wages,
Lower turnover
profit margins
Be the preferred employer and compete for talent market share
HIRE THE RIGHT PEOPLE
HIRE THE RIGHT PEOPLE:
- The company must have a good _________ in the community as a place to work
- The company is seen as delivering _____________ products and services
*___________________ and engaging in relevant corporate social responsibility (CSR) that makes employees feel proud to be part of the team.
- The compensation package cannot be below _________— top people expect above average packages
image
high-quality
Good corporate citizen
average
