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Module 1: Managing Customer Interface

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Managing People for Service Advantage - Part 1

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MODULE OVERVIEW

Explain why service employees are so important to the success of a firm.
Understand the factors that make work of frontline staff so demanding and often difficult.
Describe cycles of failure, mediocrity and success in HR for service firms.
Understand key elements of Service Talent Cycle only of successful HR management in service firms.

SERVICE EMPLOYEES ARE EXTREMELY IMPORTANT

The quality of a service firm’s staff — especially those working in customer-facing positions — plays a crucial role in determining market success and financial performance.
Frontline employees are a key input for delivering service excellence and competitive advantage.
That’s why the People element of the 7 Ps is so important.

CYCLES OF FAILURE, MEDIOCRITY, AND SUCCESS

After having discussed the importance of frontline employees and how difficult their work is, let’s look at the big picture of how poor, mediocre, and excellent firms set up their frontline employees for failure, mediocrity, or success.
Businesses with high employee turnover are often stuck in what has been termed the Cycle of Failure.
Others, which offer job security but little scope for personal initiative and are heavily rule- and procedure- based, may suffer from an equally undesirable
Cycle of Mediocrity.
However, if managed well, there is potential for a virtuous cycle in service employment, called the Cycle of Success.

CONCLUSION

In this module we learnt why service employees are so important to the success of a firm.
Understood the factors that make work of frontline staff so demanding and often difficult.
Described cycles of failure, mediocrity and success in HR for service firms.
Understood key elements of Service Talent Cycle of successful HR management in service firms.