Date post: | 30-Oct-2014 |
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Business |
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Customer-DefinedService Standards
• Factors Necessary For Appropriate Service Standards
• Customer-Defined Service Standards• Process for Developing Customer-defined
Standards• Service Performance Indexes
Customer-defined Service Standards
Company-defined vs. customer-defined service standards.
• One-time service fixes and “hard” and “soft” customer-defined standards.
• Translating customer expectations into behaviors and actions that are definable, repeatable, and actionable.
• Explaining the process of developing customer-defined service standards to employees.
• Emphasizing the importance of service performance indexes in implementing strategy for service delivery.
Examples of HardCustomer-Defined Standards
Examples of SoftCustomer-Defined Standards
AT&T’s Process Map for Measurements
Reliability
(40%)
Easy To Use
(20%)
Features / Functions
(40%)
Knowledge
(30%)
Responsive
(25%)
Follow-Up
(10%)
Delivery Interval Meets Needs
(30%)
Does Not Break
(25%)
Installed When Promised
(10%)
No Repeat Trouble
(30%)
Fixed Fast
(25%)
Kept Informed
(10%)
Accuracy, No Surprise
(45%)
Resolve On First Call
(35%)
Easy To Understand
(10%)
Business Process Customer Need Internal Metric
30% Product
30% Sales
10% Installation
15% Repair
15% Billing
% Repair Call
% Calls for Help
Functional Performance Test
Supervisor Observations
% Proposal Made on Time
% Follow Up Made
Average Order Interval
% Repair Reports
% Installed On Due Date
% Repeat Reports
Average Speed Of Repair
% Customers Informed
% Billing Inquiries
% Resolved First Call
% Billing Inquiries
TotalQuality
Source: AT&T General Business Systems
Exercise for Creating Customer-Defined Service Standards
• With your learning team
• Using Anderson’s undergraduate program,
– Complete the customer-driven service standards importance chart
– Establish standards for the most important and lowest-performed behaviors and actions
– Present your findings to the class
1. Identify Existing or Desired Service Encounter Sequence
2. Translate Customer Expectations Into Behaviors/Actions2. Translate Customer Expectations Into Behaviors/Actions
4. Set Hard or Soft Standards
5. Develop FeedbackMechanisms
5. Develop FeedbackMechanisms
7. Track Measures Against Standards
Measure byAudits or
Operating DataHard Soft
Measure byTransaction-
Based Surveys
3. Select Behaviors/Actions for Standards 3. Select Behaviors/Actions for Standards
6. Establish Measures and Target Levels 6. Establish Measures and Target Levels
8. Update Target Levels and Measures 8. Update Target Levels and Measures
Process for Setting Customer-Defined Standards
Service Encounter Customer Requirements Measurements
ServiceQuality
Customer-Driven Standards and Measurements Exercise For Anderson School of Management