Customer Service - Service Processes And Quality

Front 1

What is a service?

Back 1

Any activities or benefits that one party can offer to another that is essentially intangible and does not result in the ownership of anything

Front 2

What are the 4 characteristics of services?

Back 2

- intangibility
(services can't be seen, tasted, felt, heard or smelled before purchase)

- inseparability
(cannot be separated from their providers)

- variability
(quality of services depends on who provides them and where, where, how)

- perishability
(cannot be stored for later sale or use)

Front 3

What is the extended marketing mix for customer service?

Back 3

- 4Ps
(product, place, price, promotion)

- people
- process
- physical evidence

Front 4

What is the first Moment of Truth in customer service?

Back 4

the service encounter

(the interaction point between the buyers and the service provider:
- customers receive snapshot of organization's service. firms have an opportunity to provide its potential as a quality service provider
- to increase customer loyalty)

Front 5

What are the implications of service?

Back 5

- service as a sequence of various steps

- involvement of customers in service delivery

Front 6

What is a service blueprint?

Back 6

map that portrays the service system

tool for depicting the service process, the points of customer contact and the evidence of service from the customer's point-of-view

Front 7

What are the components of the service blueprint?

Back 7

1. Physical evidence
2. customer actions
3. onstage contact employee actions
4. backstage contact employee contact
5. support processes

Front 8

Why is the service blueprint useful?

Back 8

- new service development
- supporting "zero defects" culture
- service recovery strategies

Front 9

What are the degrees of customer participation?

Back 9

- low
- moderate
- high

Front 10

What are the roles of the customer in the process?

Back 10

- productivity resources
- contributors to service quality and their own satisfaction
- jaycustomers (thiefs, vandals, etc)

Front 11

What kinds of variability to customers introduce?

Back 11

- arrival
- request
- capability
- effort
- subjective preference

Front 12

What are the solutions to variability?

Back 12

- classic accommodation
- classic reduction
- low-cost accommodation
- uncompromised reduction

Front 13

How do customers influence each other?

Back 13

- enhancement via mere presence and positive interaction
- detraction (incompatibility, jaycustomers)