Customer-oriented service delivery in service sector

In a service organization, if you are not serving the

customer, you would better be serving someone who is."

BY :ANKUSH PANDITA

JASPREET KAUR PRIYANKA SHARMA SHEFALI SHARMA SURBHI KAKKAR

Importance of Customer OrientationToday customer is the king and it is in fact

a “customer era” and the focus should be on the customer oriented services.

The business organisations are under pressure to deliver a higher level of service at a minimal cost to increase the expectations of its client’s.

A good organisation makes customer oriented services as a culture, a core corporate value and a norm.

To become a customer–centric an organisation requires to

Focus on Customer

Quality

Accountability

Efficient and effective staff

Customer’s satisfaction

Customer’s loyalty

LATEST STATUSCustomer Orientation is directly proportional

to Customer satisfaction and indeed Customer retention.

Effective Communication System – Sender, Receiver and Feedback through finest channels.

Replacement of oral and written channels with visual aids.

Value proposition – benefit to customers.Organizations have a focus on Target

Customers.

LATEST STATUS (contd.)The strategy of offering low prices.Technology has helped the organizations to

deliver Customer-Oriented Services.ERP, ORACLE and other DBMS.Networking has helped organizations to

connect globally to the customers.Internet has raised number of customers for

the organizations.

LATEST STATUS ( contd. )Culture of Customer Satisfaction among the

organizations.Cyclic Surveys.Low Response Time for Customer’s

complaints.Organizations gauge their treatment with the

customers.27×7 Customer Service Centers.Empathetic Customer Support Executives.Giving additional services.

LATEST STATUS (contd. )Customer-Orientation through frequency

programs.Just-in-Time delivery helps organizations to

build trust among their customers.Methods of derparmentation or process at

the Service Support Centers.Focus on clearing barriers.

IMPLICATIONS Customer-oriented systems force service providers to be

accountable to their customers.

They depoliticize the choice-of-provider decision.

They stimulate more innovation.

These systems give people choices between different

kinds of services.

There is less wastage, because they match supply to

demand.

Since customer-oriented systems empower customers to

make choices, and empowered customers are more

committed customers.

These systems create greater opportunities for equity

Gaps in service quality and suggestions to remove these gaps

Gap 1: The difference between the service actually desired by customer and what company perceives .

Gap 2: The difference between company's understanding of the service desired by customer and the service as designed to be delivered by the company, and the performance standards set for the same.

Gap 3: The difference between the service design and actual service delivered.

Gap 4: The difference between actual service delivered and the service as perceived by customer.

Gap 5: The difference between service as perceived by customer and service expected by company.

SUGGESTIONSIn order to remove these gaps following steps should be taken:

Know the customers

Adopt a Complaint

resolution process.

Customer surveys.

Customer behavior

research.

Align the Organizational Capabilities

Service testers and “Secret Shoppers”.

Communicate regularly with your employees

SUGGESTIONS (contd.)

Empower Your People

Integrate service into standing staff meetings

Offer customer-service training

Reward great service.

FUTURE SCOPE

In today’s scenario the needs of every individual are changing. It has become necessary for all the sectors to change their policies and services according to customer’s needs.

In case of Airlines, there is a huge variations in profits earned by them one of the reason that one airline is providing much better services as compare to other. It also gives rise to the competition which encouraged the competitors to do better than other which will ultimately at end help customer. E.g. - Indigo airlines

Policies formulated for providing services should be made by keeping into view the future benefit derived from that service provided. That policy or service provided should not be for only that particular period the company must analyse its future scope whether it will be beneficial in future or not. The future scope of that service provided must compete in the present market condition

LIMITATIONS

Time constraint was big issue as we had to submit two other projects simultaneously.

Problem with the internet was another issue as there was a problem in Kashmir valley so the internet service was slow and sending data through mails to the other members was difficult.

Conflicts among the members because of miscommunication also led to misunderstandings.

A non contributing group member one member as married recently could not contribute towards the project.

Understanding of the topic took time till end.

REFERENCES

www.wikipedia.com www.marketing91.com www.docstoc.com Customer service delivery: research and best

practices: Google book www.customerthink.com http://www.sefas.com/en/professional-services www.hdfcbank.com http://www.sbi.co.in/ http://www.google.co.in/ Emerald | Managing Service Quality | Developing

customer oriented service: a case study Emerald | Journal of Services Marketing | A customer-

oriented new service development process http://www.jstor.org

THANK YOU