Service Personnel.ppt

7/29/2019 Service Personnel.ppt

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Services Marketing

M S Balaji


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Themes Of My Presentation

Irritations about service personnel

Managing employees and customers

Boundary spanning roles and conflicts forservice contact personnel


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Irritations about Service Personnel

Personnel failing to show up (40%).

Poorly informed providers (37%).

Contact personnel on personal phone calls

while consumer waits (25%).

Talking down to consumer (21%).

Provider unable to explain how product

works (16%).


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Apathy: Do I give a darn?

Brush-Off: I want you to go away syndrome.

Coldness: Indifferent about what consumerswant.

Condescension: You are client, so you must

be stupid.


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Robotism: Customers are treated like inputs

into a system that must be processed.

Rulebook: Providers who live by the rules

even if they dont make sense.

Runaround: Passing customers on to other

providers who then pass them on.


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Managing Employees and

CustomersService personnel perform complex and

difficult jobs.

Service personnel are often lowest paid and

least respected.

Service jobs have high turnover rates.


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Managing Employees and

Customers42% of Indian workforce are employed in

food service, retailing, cleaning, clerical work

and other personal service.

These jobs account for most job growth in

2000s.

These jobs are often poorly compensated,

lead nowhere, and provide little benefits.


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Importance of Contact Personnel

Boundary-Spanning Roles: Roles played bycontact personnel who interact with firms

internal and external environment.

Difficult for service organizations todifferentiate among themselves.

Airlines offer similar benefits and fly same

types of aircraft from same airports.Only competitive advantage is way things are

done.


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Boundary-Spanning Role

Two main purposes: information transfer and

representation.

Boundary spanners collect information from

environment and give feedback to firm.

Boundary-spanning personnel are

organizations personal representatives.


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Subordinate Vs. ProfessionalPeople in boundary-spanning roles can be

classified along a continuum from subordinateservice roles to professional service roles.

Subordinate service roles: played by

personnel in firms where customers purchaseis entirely discretionary.

Subordinate to organization and the customer.Examples are waiters, bellhops, and taxi

drivers.

Professional service roles: played bypersonnel with status independent of rank in

firm due to professional qualifications.


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Sources of Conflict in Boundary-

Spanning RolesFor services to operate, both consumers and

contact personnel must conform to a script or

role.


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Person/Role Conflict

Person/role conflict: role may be

inconsistent with individuals self-perception.

Boundary-spanning personnel subordinate

personal feelings to role; to smile when

feeling miserable.

Professionals operate within their own self-

image; less obligated to maintain a bedside

manner.


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Firm/Client

Organization/client conflicts:

Disagreements that arise when customer

requests services that violate rules of

organization.

Violations can be simple, like a request for

a second bread roll in a restaurant.

Subordinate service personnel are unable to

change rules and explain why rules exist.


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Interclient Conflicts

Interclient conflicts: conflict between clients

arise because customers influence one

anothers experience.

Clients are likely to have different scripts.

When conflicts occur, boundary-spanning

personnel are asked to resolve confrontation.


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Examples of Interclient Conflict

Waiter is asked to tell person smoking in non-

smoking section not to smoke.

Customers request speedy service and get it

causing complaints from others.

Clients may disregard responses made by

subordinate service providers.


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Role Stress for Boundary-

Spanning PersonnelConsequences of conflict and stress produce

dissatisfaction, frustration, and turnover.

Employees move into a people-processing

mode.

Customers are treated as inanimate objects to

be processed rather than as individuals.


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Role Stress for Boundary-

Spanning PersonnelEmployees may overact role and force

customer into subservient role.

Employees may reduce organization/client

conflict by siding completely with client.

Employee reduces stress by seeking

sympathy from customer.


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Reducing Role Stress with

MarketingUnhappy, disagreeing contact personnel are

visible to customer and will ultimately affect

customer perception of quality.

Physical symbols and furniture are often

used to boost employees status.


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Reducing Person/Role Conflicts

Marketing can reduce conflict between

individual and assigned role by simply being

sensitive and actively seeking input.

It is important to ensure service providers are

well trained.


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Reducing Organizational/Client

ConflictIt is crucial that customer expectations be

consistent with capabilities of service system.

Customers should not ask for services the

system cannot provide.

Tell customers what to expect early in service

process.


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Reducing Interclient Conflict

Conflicts between clients can be avoided if

clients are relatively homogeneous in their

expectations.

Due to inseparability of services, customers

often share their service experiences with

other customers.


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Trust the Customer

Customers usually complain because an expectationhas not been met.

Some customers may complain for reasons external

to your firm:They may have just had a fight with a boss or spouse.They have been stalled in traffic.

They may not feel well.

The customer will think their complaint is

legitimate, even if you do not.


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Calm Yourself and the Customer

Let the customer vent. Do not interrupt.

Stay calm. Do not get emotional and get into an

argument.

Acknowledge that you know they are upset and usetheir formal title when you address them.

Use active listening to clarify the problem and take

notes if the problem is complex.Summarize the problem and use positive words.


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Empathize with the customer

Show you are concerned by using phrases

such as:

I understand how frustrating this is to you.

Im sorry we let you down.

Lets see what we can do to fix the problem.

I appreciate how you feel.

I dont blame you for being upset.

I understand that you have been inconvenienced.


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Soothe Upset Customers

Apologize and dont blame others or makeexcuses.

Thank the customer for bringing the problem

to your attention.Fix the problem on the spot and ask the

customer how they want it resolved or suggest

several options and let the customer select.When appropriate, follow up with a telephone

call.

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Service Personnel.ppt

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