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    Customer Role in Service Delivery.

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    lakshay_sharma1988
    This document discusses the role of customers in service design and delivery. It identifies that customers can introduce variability if their role in the process is not well-defined or controlled. The key factors leading to this "Provider Gap 3" are that customers may lack understanding, ability, or willingness to perform their role effectively. The document then explores strategies for enhancing customer participation, such as defining customer jobs, recruiting and rewarding customers, and managing the customer mix to improve compatibility between customers. It argues that customers play a critical role in service delivery as productive resources, contributors to quality and satisfaction, and sometimes even competitors.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Customer Role in Service Delivery.

    Uploaded by

    lakshay_sharma1988
    4K views21 pages
    This document discusses the role of customers in service design and delivery. It identifies that customers can introduce variability if their role in the process is not well-defined or controlled. The key factors leading to this "Provider Gap 3" are that customers may lack understanding, ability, or willingness to perform their role effectively. The document then explores strategies for enhancing customer participation, such as defining customer jobs, recruiting and rewarding customers, and managing the customer mix to improve compatibility between customers. It argues that customers play a critical role in service delivery as productive resources, contributors to quality and satisfaction, and sometimes even competitors.

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    customer role in service delivery.

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    This document discusses the role of customers in service design and delivery. It identifies that customers can introduce variability if their role in the process is not well-defined or controlled. The key factors leading to this "Provider Gap 3" are that customers may lack understanding, ability, or willingness to perform their role effectively. The document then explores strategies for enhancing customer participation, such as defining customer jobs, recruiting and rewarding customers, and managing the customer mix to improve compatibility between customers. It argues that customers play a critical role in service delivery as productive resources, contributors to quality and satisfaction, and sometimes even competitors.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    4K views21 pages

    Customer Role in Service Delivery.

    Uploaded by

    lakshay_sharma1988
    This document discusses the role of customers in service design and delivery. It identifies that customers can introduce variability if their role in the process is not well-defined or controlled. The key factors leading to this "Provider Gap 3" are that customers may lack understanding, ability, or willingness to perform their role effectively. The document then explores strategies for enhancing customer participation, such as defining customer jobs, recruiting and rewarding customers, and managing the customer mix to improve compatibility between customers. It argues that customers play a critical role in service delivery as productive resources, contributors to quality and satisfaction, and sometimes even competitors.

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    Download as PPT, PDF, TXT or read online from Scribd
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    Provider Gap 3

    CUSTOMER

    Service Delivery
    COMPANY

    GAP 3

    Customer-Driven
    Service Designs and
    Standards
    Key Factors Leading to Provider
    Gap 3
    Gap 3: Role of Customers in
    Operational Design & Delivery
    • Customers Not Performing Their Role in the Process
    – Lack of Understanding
    – Lack of Ability
    – Lack of Willingness
    – Ambiguity & Uncertainty About What They Want
    • No Reward for Good Performance
    • Interaction with Other Customers
    • Incompatible market segments
    • Impact: Customers Introduce Variability to an Operation
    • Solution: Limit & Control Customer Involvement Through
    Process Design & Technology
    13
    Customers’ Roles
    in Service Delivery
    • The Importance of Customers in Service
    Delivery
    • Customers’ Roles
    • Self-Service Technologies—The Ultimate in
    Customer Participation
    • Strategies for Enhancing Customer
    Participation
    Critical Role of the Customer
    The idea of the service factory
    Simultaneous Production & Consumption

    People in the Service Mix – 7P’s


    Employees
    Customers
    Others
    Marketing Exchange --- Creating
    Value
    • By participating in the
    service delivery
    process, customers
    create value for
    themselves
    The Drama Metaphor
    • actors
    • audience
    • script
    • setting
    • props
    Levels of Customer Participation
    Across Different Services
    Importance of Other
    Customers in Service Delivery

    • Other customers can detract from


    satisfaction
    • disruptive behaviors
    • excessive crowding
    • incompatible needs
    • Other customers can enhance satisfaction
    • mere presence
    • socialization/friendships
    • roles: assistants, teachers, supporters
    Customer Roles in Service
    Delivery
    Productive Resources

    Contributors to
    Quality and
    Satisfaction

    Competitors
    Customers as Productive
    Resources
    • “partial employees”
    – contributing effort, time, or other resources to
    the production process
    • customer inputs can affect organization’s
    productivity
    • key issue:
    – should customers’ roles be expanded? reduced?
    Customers as Contributors to
    Service Quality and Satisfaction
    • Customers can contribute to
    – their own satisfaction with the service
    • by performing their role effectively
    • by working with the service provider
    – the quality of the service they receive
    • by asking questions
    • by taking responsibility for their own satisfaction
    • by complaining when there is a service failure
    Customers as Competitors
    • customers may “compete” with the service provider
    • “internal exchange” vs. “external exchange”
    • internal/external decision often based on:
    – Expertise capacity
    – Resources capacity
    – Time capacity
    – economic rewards
    – psychic rewards
    – trust
    – control
    The Era of Self-serve
    Technology
    Types of Services –
    Technology vs. People based
    Natural Evolution to tech-based

    Concern with losing the people connection


    Technology Spotlight:
    Services Production Continuum

    Customer Production Joint Production Firm Production

    1 2 3 4 5 6
    Gas Station Illustration
    1. Customer pumps gas and pays at the pump with automation
    2. Customer pumps gas and goes inside to pay attendant
    3. Customer pumps gas and attendant takes payment at the pump
    4. Attendant pumps gas and customer pays at the pump with automation
    5. Attendant pumps gas and customer goes inside to pay attendant
    6. Attendant pumps gas and attendant takes payment at the pump
    Strategies for Enhancing
    Customer Participation
    Effective
    Recruit, Educate,
    Define Customer Customer and Reward
    Jobs
    Participation Customers

    Manage the
    Customer
    Mix
    Strategies for Enhancing Customer
    Participation
    Strategies for Enhancing
    Customer Participation
    • Define customers’ jobs
    – helping himself
    – helping others
    – promoting the company

    • Individual differences:
    – not everyone wants to participate
    Strategies for Recruiting,
    Educating, and Rewarding Customers
    1. Recruit the right customers
    2. Educate and train customers to perform
    effectively
    On site --- place and function orientation
    3. Reward customers for their contribution
    4. Avoid negative outcomes of inappropriate
    customer participation
    Manage the Customer Mix

    •Access the compatibility of


    segments
    •Isolate incompatible segments
    •Enhance segment compatibility
    Characteristics of Service that Increase the Importance of
    Compatible Segments

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