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Service Standards

Customer Defined Service Standards outline the requirements for service quality, including definitions, indicators, and complaint handling. They emphasize the importance of standardization, setting formal targets, and aligning standards with customer expectations. The document distinguishes between soft and hard service standards, providing examples of how they can be implemented in practice.

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72 views19 pages

Service Standards

Customer Defined Service Standards outline the requirements for service quality, including definitions, indicators, and complaint handling. They emphasize the importance of standardization, setting formal targets, and aligning standards with customer expectations. The document distinguishes between soft and hard service standards, providing examples of how they can be implemented in practice.

Uploaded by

vjagtap224
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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- Subject : -Service Marketing

Topic- Customer Defined Service


Standards
For academic study purpose only

Customer Defined Service Standards


Service Standards

Definition
-A service standard specifies requirements that should be fulfilled by a service to establish its
fitness for purpose.

- The standard may provide definitions, indicators of service quality and their levels, or specify a
time period for delivery, or standard for handling customer complaints.
- It also gives customers more confidence in the service provider , reduce costs and keep an
opportunity for more business

For academic study purpose only

Customer Defined Service Standards


Service Standards

Factors necessary for Service Standards

Standardization of service behaviors and actions


-Standardization usually implies a non varying sequential process similar to the
production of manufactured goods

- Customization usually refers to some level of adaptation or tailoring of the process


to the individual customers

For academic study purpose only

Customer Defined Service Standards


Service Standards

Factors necessary for Service Standards


Setting formal Service Targets and Goals

Formal Service goals and targets need to be established to monitor the quality of the
service and the gap if any can be identified and improved upon.

For academic study purpose only

Customer Defined Service Standards


Service Standards

Factors necessary for Service Standards


Standards are to be based upon the customer expectations and to reflect their views

Customer defined standards

Sources can be identified here from


-Customer expectations
-Customer service Process Blue print
-Customer Experience
-Observation For academic study purpose only
Customer Defined Service Standards
Service Standards
Soft and Hard Service Standards

Standards are often set with reference to the percentage of occasions on which a particular
measure is achieved.

Soft Standards

-Soft standards and measures of service quality are those that cannot easily be observed and
must be collected by talking to customers, or employees.

- These provide direction, guidance and feedback to employees in ways to achieve customer
satisfaction and can be quantified by measuring customer perceptions and beliefs. For academic study
purpose only

Customer Defined Service Standards


Service Standards
Soft Standards
Possible techniques of soft standards and measures:

- Guest surveys used by hotels


- Customer advisory panels to offer feedback and advice on service performance
- Employee surveys and panels to determine perceptions of the quality of service delivered to
customers on specific dimensions, barriers to better service and suggestions for
improvements.
- Market surveys to compare a firm’s performance relative to its competitors, benchmark the
leaders, and identify relevant trend
- Capture of service operating data, including service response time, failure rates, and delivery
costs

For academic study purpose only


Customer Defined Service Standards
Service Standards

Hard Service Standards

Hard standards and measures relate to those characteristics and activities that can be counted,
timed or measured through audits.
For academic study purpose only

Customer Defined Service Standards


Service Standards _Puget Sound energy
Source: Puget Sound Energy 2015
Service Quality Report Card.
For academic study purpose only

Customer Defined Service Standards


Service Standards
What Customers Expect
For academic study purpose only

Customer Defined Service Standards


Service Standards For academic study purpose

only

Customer Defined Service


Standards
Customer Defined Service Standards
Service Standards – Soft Standards at Toyota Car showroom in Japan
Standards for salespeople patterned after
samurai behaviors:
• Assume the samurai warrior’s “waiting
position” by leaning five to ten degrees
forward when a customer is looking at a
car

• Stand with left hand over right, fingers


together and thumbs interlocked, as the
samurais did to show they were not
about to draw their swords

• Display the “Lexus Face,” a closed

mouth smile intended to put customers


at ease

For academic study purpose only

Customer Defined Service Standards


Service Standards – Soft Standards at Toyota Car showroom in Japan

Standards for salespeople patterned after samurai


behaviors:
• When serving coffee or tea, kneel on the
floor with both feet together and both knees
on the ground
• Bow more deeply to a customer who has
purchased a car than a casual window
shopper
• Stand about two arms’ lengths from
customers when they are looking at a car
and come in closer when closing a deal
• Point with all five fingers to a car door’s
handle, right hand followed by left, then
gracefully open the door with both hands
For academic study purpose only

Customer Defined Service Standards


Service Standards

-Respond to 80 percent of all incoming calls within 20


seconds -Respond to all e-mail messages in less than four
hours
-Respond to live (online) chats in less than 10 seconds.
For academic study purpose only

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