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Module 1: Striving for Service Excellence

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Improving Service Quality and Productivity - Part 2

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MODULE OVERVIEW

Describe key customer feedback collection tools
Be familiar with hard measures of service quality and control charts
Select suitable tools to analyze service problems
Understand return on quality and determine optimal level of reliability

CUSTOMER FEEDBACK COLLECTION TOOLS

Firms need to listen to the voice of the customer.
Table (in the next slide) gives an overview of typically used feedback tools and their ability to meet various requirements.
Recognizing that different tools have different strengths and weaknesses, service marketers should select a mix of customer
Feedback collection tools that jointly deliver the needed information.

Service business often use mystery shoppers to determine whether frontline staff display desired behaviours.
Service Performance Update – Monthly
Service Performance Review – Quarterly
Service Performance Report – Annually
HARD MEASURES OF SERVICE QUALITY

Hard measures refer to operational processes or outcomes and include data such as uptime, service response times and failure rates.
In a complex service operation, multiple measures of service quality will be recorded at many different points.
In low-contact services where customers are not deeply involved in the service delivery process, many Operational measures apply to backstage activities that have only a second-order effect on customers.

ANALYZE AND ADDRESS SERVICE QUALITY PROBLEMS

When a problem is caused by controllable, internal forces, there’s no excuse for allowing it to recur.
After having assessed service quality using soft and hard measures, now it is important to identify common causes of quality shortfalls and take corrective actions.
With prevention as a goal, let’s look briefly at some tools for determining the root causes of specific service quality problems.

CONCLUSION

We started our discussion with the customer feedback collection tools such as surveys, service feedback cards, online and mobile messages, mystery shopping, focus group discussion and service reviews etc. (soft measures of service quality).
It was followed by analysis, reporting and dissemination of this customer feedback.
Thereafter, we discussed the hard measures of service quality.
Finally, tools to analyse and address service quality problems were deliberated upon.