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Service Strategies for Customer Experience

This document discusses key elements that should be considered to build an excellent customer experience for services. It identifies personnel selection and training, user interface for automated services, management of all customer contact points, and providing tangible mementos as important factors. Services are defined as intangible offerings that require interaction and have heterogeneous, variable quality that is difficult for customers to evaluate compared to goods.

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42 views1 page

Service Strategies for Customer Experience

This document discusses key elements that should be considered to build an excellent customer experience for services. It identifies personnel selection and training, user interface for automated services, management of all customer contact points, and providing tangible mementos as important factors. Services are defined as intangible offerings that require interaction and have heterogeneous, variable quality that is difficult for customers to evaluate compared to goods.

Uploaded by

felize padlla
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd

Chapter 5, Lesson 2: Service Strategies Service Elements That Should Be Taken into Consideration in Order to Build an

Excellent Overall Customer Experience


 Goods
• tangible products that consumers can actually observe with their senses • Personnel Selection and Training
• objects with physical manifestations and attributes
 For services that are delivered through personnel, great attention
• can be detected by the senses
should be given to the selection and training of sales and front-
 Services
liners as they serve as the primary conduits between the business
• intangible offerings that are abstract in nature
and the clients.
• cannot be patented
• Requires some degree of interaction  Personnel must be trained to converse confidently with the target
• the act of delivery itself is the product market and to speak their language as best they can.
• Heterogenous
EXAMPLES OF SERVICE  Personality will also have to be taken into account.
o Banking, investment and insurance
• User Interface
o Hotel Accommodation
o Restaurant, Bars and catering  For services that are delivered through automated means, such as
o News ATMs and online services, the quality of the service will be
o Entertainment assessed based on the ease of use of the service.
o Transport and Freight
o Professional Consultation • Points of Contact

 All points of contact or avenues for interacting with customers


Other factors that Differentiate SERVICES form GOODS should be managed and controlled including the atmosphere of
 While customers get to own goods, they do not gain ownership of a the service venue, the quality of the seating in waiting areas, the
service. This is because, obviously, there really is not anything to own. type of music played, and perhaps even the scent in the air.
 The customer is typically an active participant in the production of the • Tangible Mementos
service.
 The product experience is typically a composite of a number of factors.  Can be in the form of tickets, souvenir programs, thank you cards,
 There is a greater variability in the inputs and the outputs of a service. small giveaways, gift bags with the branding of the service, or
 It is typically difficult for customers to evaluate the quality of the service even complementary low-cost items, that can help to stimulate
itself. recollection among consumers and better yet, remind them about
 Time is a significant factor for assessing service quality. coming back for more

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