Service management and gap model Flashcards
What need consider to decide on extent of service?
- Limited vs full service
- Build on program-market fit and company capabilities
- Match rest of 4 P’s
- Recognize the implicit promise (high price? better give full service)
where does service start?
employees!
(mgmt > employee > customer)
How to get good employees that do the good service?
Screening and Interviewing (application forms, interviews)
Skills Development (technical, job sharing/rotation, plan customer contact)
Reporting and Incentives (profit sharing/commissions, reports and evals, bonuses)
Corporate Culture and Communications (initiation, meetings, email/newsletters)
What is gap analysis model?
way to analyze all the gaps in customers service - places where there is discrepancy that can be fixed
what is gap 1? what affected by? how fix?
b/t customer expectations of service + mgmt perceptions of cust exp.
affected by: mkting research and how used, interaction bt mgers and customers, upward comm.
fix: mgmt spend time in store, customer feedback, vertical comm.
what is gap 2? what affected by? how fix?
b/t service level specification + mgmt perceptions of cust exp. (employees dont understand expected level of service)
affected: commitment of mgmt to service quality, goal setting, task standardizatoin
fix: give clear expectations!
what is gap 3? what affected by? how fix?
service delivery vs service level specification (clear expectations but it just doesn’t happen)
affected: Role ambiguity, Role conflict, Employee-job fit, Control systems
fix: hire right employees that care, motivate
what is gap 4? what affected by? how fix?
external comms vs service delivery (good service, but GREAT was advertised)
affected: Horizontal communication (bt operations + advertising / op. + sales people), Propensity to over-promise
fix: comm between advertising and sales people, rotate advertisers onto front line with customers
