Managing the Service Strategy The Common Service Model

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Managing the Service Strategy

Managing the Service Strategy

The Common Service Model General Manager Exec. Committee Middle Management Front-line Employees Customer

The Common Service Model General Manager Exec. Committee Middle Management Front-line Employees Customer

Guest Service Model GUESTS Front-line Employees Middle Management Exec. Committee General Manager

Guest Service Model GUESTS Front-line Employees Middle Management Exec. Committee General Manager

The Service Triangle The Service Strategy Guest How well these factors integrate will determine

The Service Triangle The Service Strategy Guest How well these factors integrate will determine the guest experience of the organization Service Systems People

The Service Strategy ® Management must construct a service strategy statement A formal recognition

The Service Strategy ® Management must construct a service strategy statement A formal recognition by management to deliver products and services desired by their guests ® Identify what the guest want ® ® Market research Customer comments Employee interaction ® Involvement of employees in the planning process is crucial

Guest Cycle Reservations Arrival Check-out “Moments of Truth” Roaming guests incurs charges Verify Accounts

Guest Cycle Reservations Arrival Check-out “Moments of Truth” Roaming guests incurs charges Verify Accounts Post guest charges

Frequency of Complaints and Compliments ® Dissatisfiers ® Complaint of poor performance ® Satisfiers

Frequency of Complaints and Compliments ® Dissatisfiers ® Complaint of poor performance ® Satisfiers ® Unusually good performance will elicit compliments ® Critical variables ® Capable of eliciting both positive and negative comments ® Neutrals ® Factors that are not salient to guest

Satisfied Customers Want Care and concern from service providers ® Spontaneity ® People who

Satisfied Customers Want Care and concern from service providers ® Spontaneity ® People who are authorized to think ® Problem solving ® People who can work out intricacies of problems ® Recovery ® Will anybody make a special effort to set a problem right?

Training ® Product view of service Emphasizes service as a task ® Control l

Training ® Product view of service Emphasizes service as a task ® Control l Employee behavior l Cost of transaction/process l Objective and measurable standards ®

Training ® Process view of service Emphasizes interaction with guest ® Empowers employees l

Training ® Process view of service Emphasizes interaction with guest ® Empowers employees l Satisfy guest’s needs l Solve guest problems ®

The Experienced Hotel ® If services are a commodity if: not distinguishable from the

The Experienced Hotel ® If services are a commodity if: not distinguishable from the competition ® Sales are based on price

Economic Distinctions Economic Offering Commodity Goods Services Experience Function Extract Make Deliver Stage Attribute

Economic Distinctions Economic Offering Commodity Goods Services Experience Function Extract Make Deliver Stage Attribute Natural Standard Intangible Memorable Supply Bulk Inventoried Delivered Revealed over on demand duration Seller/ Buyer Trader/ Market Manufact/ User Provider/ Client Stager/ Guest Factors of Demand Characteristic Features Benefits Sensations

A Commodity v. Experience ® Gum ball dispenser ® Computer service call ® Buying

A Commodity v. Experience ® Gum ball dispenser ® Computer service call ® Buying a toy ® Restaurant What are ideas that Hotels and restaurants can do that would enhance a commodity service to an “Experience”?