Employees Roles

Question 1

service culture

Answer 1

a culture where an appreciation for good service exsists, and where giving good service to internal, as well as external customers is concidered a natural way in life and one of the most important norms by everyone - competitive advantage

Question 2

Corporate culture

Answer 2

the pattern of shared values and beliefs that give the members of an organization meaning, rules for behavior in the organization

Question 3

culture

Answer 3

the way we want to do things around here

Question 4

Critical importance of service employees

Answer 4

-they are the service
-they are org. in the customers eye
-they are the brands
-they are the marketers
-importance in:
1. service marketing mix
2. service profit chain
3. services triangle

Question 5

internal marketing

Answer 5

“enabling the promise”

-recruit, train, motivate, reward, tools to help

Question 6

external marketing

Answer 6

“making the promise”

• whats to be delivered

Question 7

interactive marketing

Answer 7

“delivering the promise”

• promises kept or broken

Question 8

making promises (external marketting)

Answer 8

-understand customer needs
-manage expectations
-

Question 9

Keeping or delivering promises (interactive marketing)

Answer 9

-service delivery (SERVQUAL)
-face to face, telephone, online interaction
-customer expereince
- interaction with subcontractors/ business partners
- the moment of truth

Question 10

enabling promises (internal marketing)

Answer 10

-hire right people
-train, develop people
-employee empowerment
-support systems
-appropriate tech and equipment
-rewards and incentives

Question 11

Strategies for delivering service quality through people

Answer 11

Hire right people
develop people to deliver service quality
provide support systems
retain the best people

Question 12

Hire the right people

Answer 12

-compete for the best employees
-hire for service competencies and service inclination

Question 13

Develop people to delivery service quality

Answer 13

-train technical, interactive skills
-empower employees
-promote teamwork

Question 14

provide support systems

Answer 14

-measure internal service quality
-provide supportive tech and equipment
-develop internal processes

Question 15

retain the best people

Answer 15

-include employees in company vision
-treat employees as customers
-measure, reward strong service performance

Question 16

positive, engaged employees

Answer 16

-loyalty in company
-better word of mouth
-better with customers
-identify opportunities, make suggestions
-turn service failure into recovery
-more consistant service delivery