【正文】 ht of as “partial employee” ? “to provide the great service experience, provide no service”Ebay Customer are partial of the pany employee ? Customer will be more satisfied – Because they a re part of the work and enjoy the experience they have during the work ? Customer will be less dissatisfied – Because they join the work and take a part of the responsibility ? Reduce the cost – Because they do the contribution Manage the customer(expectation) before/during/after the service ? Reward the customer ? Punish the customer Market Mix for service:7Ps ? Product ? Price ? Place ? Promotion ? People ? Physical evidence ? Process ? Customer requirement ? Customer cost ? Customer convenience ? Communication ? Contact ? Clues ? Confortable/confidence The Service Quality gap between the service provider and the customer expectation ? Knowledge gap – Don’t know the customer need/the real and hidden need ? Design gap – Don’t know how to design a good service mode ? Performance gap – Can’t deliver the performance/stable performance because of the execution ? Communication gap – Can’t make a good munication with customer Service Quality Gap model 服務(wù)質(zhì)量差距模型 Service Delivery 服務(wù)交付 Expected Service 期待的服務(wù) Perceived Service 感知的服務(wù) Customerdriven service design and standard 客戶驅(qū)動(dòng)的服務(wù)設(shè)計(jì)和標(biāo)準(zhǔn) Company Perceptions of customer expectations 企業(yè)感知的客戶期望 External munications to customer 向外傳達(dá)給客戶 差距 1 差距 2 差距 3 差距 4 Customer Company 客戶差距 The value attribute of a service ? The features of a service that is valuable to the customer What is the customer needs ? The 3 levels of the customer needs – Perceived need – Real need – Hidden need ? Find the hidden customer need instead of the perceived and real need to cover the “knowledge gap” to provide the better service ? There are many different ways to dig deeply of the hidden need – Observation is one of the way – Market research and other also Build a blueprint制定服務(wù)藍(lán)圖 第一步 Identify the process to be blue printed 第二步 Identify the customer or the customer segment 第三步 Map the process from the customer’s point of view 第四步 Map contact employee actions, onstage and backstage, and/or technology actions 第五步 Link contact activities to needed support functions 第六步 Add evidence of service at each customer action step Build a blueprint of service What service blue print looks like： 司機(jī)提取包裹 客戶服務(wù)訂單 客戶 客戶來電 客戶提交包裹 派出司機(jī) 機(jī)場接收和裝運(yùn) 運(yùn)抵分揀中心 包裹分揀 裝上飛機(jī) 飛往目的地 卸載和分揀 裝上卡車 遞送包裹 接收包裹 支持流程 后臺(tái) 前臺(tái) 接觸人員 有形展示 卡車 包裝表單 手提電腦 制服 卡車 包裝表單 手提電腦 制服 快遞服務(wù)藍(lán)圖 互動(dòng)線 可視線 內(nèi)部互動(dòng)線 司機(jī)提取包裹 客戶服務(wù)訂單 改進(jìn)：提到可視線以上 Keep point of making a blueprint ? Based on the process when you make the service ? Based on the customer point of view ? Clear on the target customer ? Evidence of the service quality ? The counter point with the customer 從 客戶角度 同時(shí)描述 服務(wù)流程 ， 客戶接觸點(diǎn) 和 服務(wù)展示的工具 The key ponent of a blueprint 客戶行動(dòng) Customer Actions 互動(dòng)線 line of interaction “前臺(tái)”接觸員工行動(dòng) ”onstage” contact employee actions 可視線 line of visible “后臺(tái)”接觸員工行動(dòng) ”backstage” contact employee actions 內(nèi)部互動(dòng)線 line of internal interactions 支持流程 support process 客戶可以感受到 experienced，要展示 service quality 客戶不可見 “關(guān)鍵時(shí)刻” service encounter ? Is the “moment of truth” ? Occurs ant time the customer interact with the firm ? is the decision points of the customer ? Can potentially be critical in determine customer satisfaction and loyalty ? Types of the encounter – Remote encounters, phone encounters, facetoface encounters ? Is an opportunity to – Build trust – Reinforce the service quality – Emphasis the differentiation – Build brand identity – Increase loyalty 在每一個(gè)關(guān)鍵時(shí)刻，來研究如何加強(qiáng)和客戶的活動(dòng)，提高客戶的體驗(yàn)，建立信任，強(qiáng)調(diào)差異，提高滿意度，建立忠誠 服務(wù)藍(lán)圖的應(yīng)用 ? 新服務(wù)的開發(fā) new service development – 概念開發(fā) – 市場測試 ? 支持“零缺陷”文化 support “zero defect” culture – 管理可靠性 manage reliability – 確定授權(quán)問題 ident