Managing the Customer Mix Copyright Houghton Mifflin Company

Service Customers and Their Behavior • Customer mix • Array of people of differing

Customer-to-Customer Interactions • Customer-to-customer interactions are often challenged by crowding and long waits. Copyright

Copyright © Houghton Mifflin Company. All rights reserved. 4

Customer-Employee Interactions • Friendly Interactions • The optimal interaction. • Unfriendly Interactions • Unfriendly

Customer Training Guidelines • Virtually impossible to satisfy all customers with the same service

Customer Training Guidelines (cont’d) • Service organizations that attract a diverse customer base should

Customer Compatibility Management • The practice of selecting the appropriate customer mix in an

Customer “B” • Other customers are a component of most service experiences. • Captured

Managing Customer Rage • Customer rage – • The expression of mild to extreme

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Service Customers and Their Behavior • Customer mix • Array of people of differing • ages, • genders, • socioeconomic backgrounds, • knowledge or experience, • ethnicity, and so on • who patronize a service organization. Copyright © Houghton Mifflin Company. All rights reserved. 2

Customer-Employee Interactions • Friendly Interactions • The optimal interaction. • Unfriendly Interactions • Unfriendly interactions can be highly disruptive. • Too Friendly Interactions • May delay the service provided to subsequent customers. Copyright © Houghton Mifflin Company. All rights reserved. 5

Customer Training Guidelines • Virtually impossible to satisfy all customers with the same service delivery. • Significant differences in individuals’ evaluations of other customers’ behaviors are often rooted in easily observable characteristics. • Be alert for a tendency among some customers to be less inhibited when they are out of town or among strangers. Copyright © Houghton Mifflin Company. All rights reserved. 6

Customer Training Guidelines (cont’d) • Service organizations that attract a diverse customer base should be wary of some customers’ tendency to criticize foreigners. • Service organizations should attempt to encourage random acts of kindness among customers. • Methods for improving customer-tocustomer relationships are needed. Copyright © Houghton Mifflin Company. All rights reserved. 7

Customer Compatibility Management • The practice of selecting the appropriate customer mix in an effort to encourage satisfying customer-to-customer relationships when customers are likely to interact yet have different backgrounds or reasons for using the service. Copyright © Houghton Mifflin Company. All rights reserved. 8

Customer “B” • Other customers are a component of most service experiences. • Captured in models of service encounters as • Customer B (Service Model) • Audience (Service Theater Model) • Participants (7 P’s Model) Copyright © Houghton Mifflin Company. All rights reserved. 9