Topic 11- Employees’ Roles in Service Delivery 3 March 2023.pptx

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1. Employees’ Roles in Service Delivery Dr. Gobinda Roy IMI Kolkata 3 March 2023 1

2. Agenda What is Service Culture? The Critical Importance of Service Employees The Service Marketing Triangle (with class exercise) Aligning the Triangle Strategies for Delivering Service Quality through People 2

3. Employees’ Roles in Service Delivery Key Factors Leading to Provider Gap 3 3

4. Key Factors Leading to Provider Gap 3 4

5. 1. Service Culture “A culture where an appreciation for good service exists, and where giving good service to internal as well as ultimate, external customers , is considered a natural way of life and one of the most important norms by everyone in the organization.” - Christian Gr ö nroos HSBC Culture 5

6. 1. Service Culture 6 Twitter - Rooftop meetings, friendly coworkers and a team-oriented environment, free meals at the San Francisco headquarters , along with yoga classes and unlimited vacations for some . Zappos -It starts with a cultural fit interview, which carries half the weight of whether the candidate is hired. New employees are offered $2,000 to quit after the first week of training Southwest Airlines- Customers loyal to Southwest often point to happy and friendly employees who try hard to help.

7. 2. The Critical Importance of Service Employees They are the service (employee at the Bank’s teller counter; haircutting, personal trainers, child care, limousine services, counseling, and legal services). They are the organization in the customer’s eyes . (Southwest Airline) They are the brand . (Googlers) They are marketers (employee referral). Their importance is evident in: the services marketing mix ( people in 7P) the service-profit chain (line function oriented) the services triangle 7

8. 3. The Service Marketing Triangle* 8 Walmart - “ Save Money. Live Better,” the first in nearly 20 years, replaces Wal-Mart’s “Always Low Prices” tagline

9. 3. The Service Marketing Triangle* Internal Marketing Interactive Marketing External Marketing Company (Management) Customers Providers “Enabling the promise” “Delivering the promise” “Making the promise” 11- 9 9

10. 4. Aligning the Triangle Organizations that seek to provide consistently high levels of service excellence will continuously work to align the three sides of the triangle. Aligning the sides of the triangle is an ongoing process. 10

11. 4.1 Making Promises Understanding customer needs Managing expectations Traditional marketing communications Sales and promotion Advertising Internet and web site communication 11

12. 4.2 Keeping Promises Service delivery Reliability, responsiveness, empathy, assurance, tangibles, recovery, flexibility Face-to-face, telephone & online interactions The Customer Experience Customer interactions with sub-contractors or business partners The “moment of truth” 12

13. 4.3 Enabling Promises Hiring the right people Training and developing people to deliver service Employee empowerment Support systems Appropriate technology and equipment Rewards and incentives 13

14. Services Marketing Triangle Applications Exercise* Focus on a service organization. In the context you are focusing on, who occupies each of the three points of the triangle? How is each type of marketing being carried out currently? Are the three sides of the triangle well aligned? Are there specific challenges or barriers in any of the three areas? 14

15. 5. Strategies for Delivering Service Quality through People* 15

16. 5. Strategies for Delivering Service Quality through People Hire the right people Compete for the best people Hire for service competencies and service inclination Be the preferred employer Develop people to deliver service quality Train for technical and interactive skills Empower employees Promote teamwork 16

17. 5. Strategies for Delivering Service Quality through People (continued) Provide needed support systems Measure internal service quality Provide supportive technology and equipment Develop service-oriented internal processes Retain the best people Include employees in the company’s vision Treat employees as customers Measure and reward strong service performers 17

18. Traditional Organizational Chart Manager Supervisor Front-line Employee Customers Front-line Employee Front-line Employee Front-line Employee Supervisor Front-line Employee Front-line Employee Front-line Employee Front-line Employee 18

19. Customer-Focused Organizational Chart 19

20. Inverted Services Marketing Triangle 11- 20 20

21. Case Study- ACTC Customer service Department How should Jeanne approach the issue in the customer service Department? What questions and problems should she investigate? How to improve CSD’s performance? 21

22. Thank you! 22