Customers Role in Service Delivery

Jiveta Chaudhary

Customers Participate in services

Low Contact Service

Medium Contact Service

High Contact Service

Customers Participate in services

Low Contact Service
Products are Standardized Service is provided regardless of any choice Payment may be the only required customer input Examples: Airline travel; Motel Stay; Fast-food Restaurant

Customers Participate in services

Low Contact Service

Medium Contact Service

High Contact Service

Customers Participate in services

Medium Contact Service
Client inputs customize the service Provision of service requires customer purchase Customer inputs are necessary for an adequate outcome, but the service firm provides the service Examples: Haircut, Annual Physical Exam, Full-service Restaurant

Customers are co-creators of services

Low Contact Service

Medium Contact Service

High Contact Service

Customers Participate in services

High Contact Service
Active client participation guides the customized service Service cannot be created apart from the customers purchase and active participation Customer inputs, choices, and actions co-create the outcome Examples: Marriage counseling, personal training, weight reduction program

Customers affect dis/satisfaction

Level of Customer Participation

Low

Medium

High

Customers impact Gap 3

Customers impact Gap 3

Customer-Driven Service Designs and Standards
Deficiencies in human resource policies
Ineffective recruitment Role ambiguity and role conflict Inappropriate evaluation and compensation systems Lack of empowerment, perceived control, and teamwork

Gap 3

Customers who do not fulfill roles

Customers who lack knowledge of their roles and responsibilities Customers who negatively impact each other

Problems with service intermediaries

Channel conflict over objectives and performance Difficulty controlling quality and consistency Tension between empowerment and control

Failure to match supply and demand

Failure to smooth peaks and valleys of demand

Service Delivery

Role of FELLOW Customers

Negative Effects
Disruptive behaviors Delays Crowd Incompatible Needs

Positive Effects
Enhance experience Achieving service goals Providing Information Sharing/complaining

Customers Roles
Productive Resources Contributors to Service Quality & Satisfaction Competitors

Enhancing Customer Participation

Clarify levels of participation Identify specific jobs and tasks Understand implications for productivity & resources

Identify and recruit appropriate segments Educate customers for their roles Provide reasons to participate Reward customer performance

Assess compatibility of segments Isolate incompatible segments Enhance segment compatibility

Defining Customers Roles

Helping oneself Helping others Promoting the company

Managing the Customer Mix - Compatibility Management

CHARACTERISTIC Customers are in close physical proximity to each other Airplane flights Entertainment events Sports events Full service restaurants Cocktail lounges Educational settings Universities Health clubs Resort hotels Public parks Public transportation Weight loss group programmes Mental health support programmes Medical clinics Tourist attractions Restaurants Golf courses Hospitals Airplanes EXAMPLES

Verbal interaction takes place amongst customers

Customers are engaged in numerous and varied activities

The service environment attracts a heterogeneous customer mix The core service is compatibility Customers must occasionally wait for service

Customers are expected to share time, space or service utensils with each other

Self Service Technologies