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Documente Cultură
Service
Strategy
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Steps in Identifying
A Service Strategy
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Steps in Identifying
A Service Strategy
• Determine existing and potential service
capabilities of our company
• Develop a service strategy that
addresses important, enduring customer
needs, exploits competitor vulnerabilities,
and fits our company’s capabilities and
potential
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Four Core
Elements of
Service Strategy
Service Reliability
Service Surprise
Service Recovery
Service Fairness
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Service Reliability
Reliability refers to accurate and dependable
service; it refers to keeping the service promise
Service Surprise
Surprise means finding ways to make the
customer say “wow, these folks are good”; it
comes from the unexpected extra.
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Service Recovery
Recovery involves regaining the customers’
confidence if the service is deficient; it means
standing behind the service
Service Fairness
Fairness requires a level playing field for
company and customer; business is conducted
in an ethical arena.
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Service
Service Reliability is
Reliability Attitude
Companies that continuously
nurture the values of
accuracy and dependability
prevent many errors caused
by carelessness
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Service
Reliability
Service Reliability is Design
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Service Surprising Customers
Surprise with Extra Efforts
Companies earn extra credit
with customers through extra
effort. Customer remember
when service providers go out
their way to help them, when
they refuse to give up until a
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persistent problem is solved. 12
Service Critical Importance of
Recovery Effective Recovery Service
Research finding reveals that
customers in general are far
more forgiving of a service
failure when the company
makes a sincere, concerted
effort to remedy the problem.
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Service Critical Importance of
Recovery Effective Recovery Service
Satisfactory recovery service
sharply increases customers’
willingness to recommend the
firm and significantly improves
their perceptions of overall
service quality.
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Service Essential Steps in
Recovery Recovery Service
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Service Customers expect service
Fairness companies to keep their
promise (reliability), to offer
clean, comfortable facilities
(tangibles), to give prompt
service (responsiveness), to
be competent and courteous
(assurance), and to extend
caring, individualized
attention (empathy).
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Source of Reference:
Leonard L. Berry, On Great Service : A Framework
for Action, The Free Press