MGMT3069 Quality Service Management 1st Class PDF

MGMT3069 Quality Service Management Semester 1 2024/2025 WELCOME! Mr. Antholon Jones Introduction to Quality Service Management WELCOME! 2  BEFORE WE BEGIN… ❖ 1) ACTIVITY: Introduction...

MGMT3069 Quality Service Management Semester 1 2024/2025 WELCOME! Mr. Antholon Jones Introduction to Quality Service Management WELCOME! 2  BEFORE WE BEGIN… ❖ 1) ACTIVITY: Introduction - Name ❖ ❖ - Your Why ❖ - Which programme are you enrolled in? ❖ - Are you doing this course for the first time? ❖ - Are you or have you ever been employed? ❖- Fun Fact 3  WELCOME! COURSE INFORMATION Mr. Antholon Jones Mona School of Business & Management 876 292 5446 Office hours: (Mon 1pm-4pm) or (Fri 10am-12noon) [email protected] or [email protected] 4 WELCOME! 5 BEFORE WE BEGIN… (2) ❖ REVIEW OF ❖ COURSE OUTLINE 6 ❖ REVIEW OF COURSE OUTLINE Required Textbook & Reading: Peppers, D.; Rogers, M Managing Customer Experience and Relationships: A Strategic Framework, 4th edition 7 ❖ REVIEW OF COURSE OUTLINE 8 Mid Semester Exam: Short answer and/or multiple-choice questions. The exact date and venue will be determined by the exams section and is not available at this time. 9 ❖ Group Project: No more than six members A service organization in Jamaica Analyze its customer service practices Comparing the organization’s stated service commitments with the actual customer experience Offer recommendations for improvement 10 ❖ Group Project: A detailed project document will be provided to guide students Each group must submit a written report A peer evaluation outlining the contribution of each group member Additionally, every group member is expected to participate in the oral presentation. 11 ❖ Group Project: Due Date: Week of November 25, 2024, with submission on OURVLE and an in- class presentation. Late submission penalty: Please note that late submission of the coursework assignment will attract a penalty of 5% deduction per day from the overall score earned, and no submission will be accepted after 2 days of the deadline. 12 ❖ Participation A participation grade incentive Involvement and collaboration All forms of interaction In class or outside of class Posting on the VDG Meeting with your group Physically attend classes Remain mentally present in classes Ask questions and contribute in other meaningful ways. 13 ❖ Participation Very Poor - offers Poor - offers little Average - offers Good - offers a Very good - offers little or no substantive input acceptable and consistently high frequent and substantive input into the learning substantive input level of substantive consistently high into the learning experience, modest into the learning input into the levels of substantive experience, low level level of engagement experience, learning experience, input into the of engagement and and visibility, attends reasonable level of an above average learning experience, visibility, attends more than 5 classes, engagement and level of engagement well above average fewer than 5 classes, rarely volunteers but visibility, attend 7 or and visibility, attends levels of engagement very rarely tries to respond more classes, more than 7 classes, and visibility, attends volunteers an input when asked, places occasionally frequently all classes, frequently and rarely responds 11-15 substantive volunteers an input, volunteers an input, and regularly when asked, places posts on the always responds and regularly volunteers an input, 10 or fewer discussion forum when asked, 16-20 answers questions, and always answers substantive posts on substantive posts on makes comments, questions, more than the discussion forum. discussion forum 21-25 posts on the 26 substantive posts ELS. on discussion forum (POINTS = 0 - 20) (POINTS = 21-40) (POINTS = 41-60) (SCORE = 61-80) (POINTS = 81-100)14 Use Of Artificial Intelligence (AI) In this class we set out to provide a safe space to enable everyone to learn to ethically use tools like ChatGPT, Bing, Bardet, etc. in a way that does not violate the rules of The University of the West Indies. Things you should know: AI can generate incorrect information and fake citation. You will be responsible for any inaccurate, biased, offensive, or otherwise unethical content that you submit, and your work will be graded accordingly. You are expected to contextualize your work. 15 Use Of Artificial Intelligence (AI) In this class we set out to provide a safe space to enable everyone to learn to ethically use tools like ChatGPT, Bing, Bardet, etc. in a way that does not violate the rules of The University of the West Indies. Things you should know: using AI models is not permission to “cut and paste” or pass on other people’s work as your own. You should acknowledge the use any AI tools in footnotes If you are found to have used an AI tool without acknowledgement in the submission, you run the risk that your work will be treated as plagiarism. 16 17 WEEK 1 – LEARNING OBJECTIVES ✓ At the end of this class, you should be able to: Define service Explain the characteristics of service and the implications of those Characteristics for service Define and explain Moments of Truth Distinguish between core and peripheral service Explain the growth of self service and explain the challenges and opportunities for service organizations 18  ACTIVITY What is good service to you? 20 Definition – Service “ All those economic activities that are intangible and imply an interaction to be realized between service provider and consumer. ACADEMIA 21 Definition – Service “ Services are deeds, processes, and performances. Source: American Marketing Association. (2020). Dictionary of Marketing Terms. Retrieved from https://www.ama.org/marketing-dictionary/ ACADEMIA 22 Definition – Service “ A service is a process that consists of a series of activities that usually occur in interactions between the customer and service provider, which are provided as solutions to customer problems. Source: Grönroos, C. (2007). Service Management and Marketing: ACADEMIA Customer Management in Service Competition (3rd ed.). John Wiley & Sons. 23 Definition – Service “ A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. ACADEMIA Source: Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education. 24  ACTIVITY What are the commonalties between or among the definitions? 25  ACTIVITY Do they align with your initial perceptions of a service and how so? 26 27 CHARACTERISTICS OF SERVICE 28  CHARACTERISTICS OF SERVICE Services cannot be seen, touched, or held before purchase. They are intangible and exist only at the moment of delivery. Consumers rely on cues and signals to assess the quality of the service (e.g., brand reputation, customer reviews). Service providers often use tangible elements (like physical environment, branding) to reinforce the perceived quality. Examples: Consulting, education, and legal services where the value is derived from expertise rather than a physical product. 29  CHARACTERISTICS OF SERVICE Services are typically produced and consumed simultaneously. The provider and consumer must be present during the service delivery. The quality of service is often dependent on the provider-consumer interaction. The service experience can vary greatly based on the interaction with the service personnel. Examples: Haircuts, medical treatments, and live performances where the consumer's presence is necessary during the service. 30  CHARACTERISTICS OF SERVICE The quality of services can vary greatly depending on who provides them, when, where, and how they are provided. This is also known as heterogeneity. It is challenging to standardize services due to human involvement in the delivery process. Service providers need to implement quality control measures to ensure consistent service delivery. Examples: Restaurant services, customer support, and education, where each service encounter can be different. 31  CHARACTERISTICS OF SERVICE Services cannot be stored, saved, or inventoried for future use. Once the service delivery moment has passed, it cannot be reclaimed. Service providers must manage demand and supply carefully to avoid wasted capacity or customer dissatisfaction. Strategies such as reservations, differential pricing, and overbooking are often used to manage perishability. Examples: Airline seats, hotel rooms, and event tickets where the value is lost if not used at the specific time. 32 CHARACTERISTICS OF SERVICE 33 SERVICE DISTINCTION 34 (Jan Carlzon) 35 Any time a customer comes into contact with a business, however remote, they have an opportunity to form an impression. (Jan Carlzon) It was Carlzon’s position that if you managed every interaction to create a positive outcome, the business would be successful. That theory proved right for his airline, which eventually became one of the most admired in the industry. 36 37 This moment occurs when a potential customer first researches or learns about a service online or through word-of-mouth before making any contact with the service provider. It's the stage where they form initial expectations. Examples: Reading online reviews about a spa or a hotel on platforms like TripAdvisor. Watching a video testimonial about a fitness trainer on YouTube. Searching for information on a medical clinic’s website. 38 This moment happens when a customer first directly interacts with the service provider. This could be through visiting the service location, calling for information, or engaging with the service’s website. Examples: Entering a restaurant and being greeted by the host. Calling a customer service hotline to inquire about a service. Navigating a service provider’s website or app and booking an appointment. 39 This is the moment when the customer actually experiences the service. The quality, efficiency, and customer interaction during this phase are used by the customer to form lasting impressions of the service. Examples: Receiving a massage at a spa and assessing the therapist’s skill, and overall experience. Attending a consultation with a lawyer and experiencing their professionalism and expertise. Going through the process of staying at a hotel. 40 This moment occurs when the customer reflects on their service experience and shares it with others. This could be through online reviews, social media, or personal recommendations, influencing the decisions of other potential customers. Examples: Writing a review on Google about a recent visit to a dentist. Posting on Instagram about a great dining experience. Telling friends about the excellent customer service received from a car repair shop. 41  ACTIVITY Which moment of truth is most important and why? 42  WOW SERVICE The goal is manage every Moment of Truth and create an above average (Moment of Magic) experience. Even if you have a complaint or a problem, the way you handle it is really an opportunity to turn it around and create a Moment of Magic. You don’t have to deliver an over the top or above and beyond experience. You just have to be above average all of the time. The best companies know that their customer service must be above average, consistent, and predictable. That’s what makes the great companies amazing. 43  CORE VS. PERIPHERAL SERVICE Core services are the main reason that the customer uses the organization Peripheral services are the add-ons that make the experience more pleasurable and distinctive. 44  CORE VS. PERIPHERAL SERVICE What is the benefit of a peripheral service? 45  SERVITISATION A bundle consisting of goods and services - more than just providing additional services Organizations have 3 choices: Considering themselves as merely manufacturing Offering additional services Embracing the notion of servitisation 46  WHY SERVITISATION? Source of competitive advantage More difficult to copy a bundle of services - (anyone can make a cup of coffee but its hard duplicate the service staff excellence, the ambiance of the coffee shop, etc) Less transparent to competitors Increased switching costs (customers lose more than a cup of coffee when they switch) Customers are demanding more than mere efficiency etc. from products - They are interested in ease, guarantees etc. Life cycle concept as customers change they want their products/services to change as well 47  IMPLICATIONS OF SERVITISATION More workers will have direct customer contact Interpersonal skills, service orientation and problem solving skills are more important Customer contact employees will have to make more instantaneous decisions in the absence of their supervisor. 48  SELF-SERVICE A type of business where customers help themselves to the products or services that they wish to purchase or use Examples: Pumping your own gas Bagging your groceries Refilling your soda Using the bank machine to make deposits and take cash As at 2020, customers manage 85% of the relationship with an enterprise without interacting with a human.” 49  TYPES OF SELF-SERVICE TECHNOLOGY Vending Machines Web Applications Mobile Apps 50  BENEFITS OF SELF-SERVICE Reduce overhead costs employees, business space Fewer human resources to manage In some cases 24 hour availability without the overhead Reduce/Minimize wait times Satisfy customer demands Attract more customers 51  CHALLENGES OF SELF-SERVICE Lack of contact with the customer may lead to loss of competitive advantage May be easily replicated May not meet the needs of all customers eg. elderly Failures of technology may not be quickly picked up Lack of responsiveness (machines don’t usually talk!) No emotional connection May not resolve complex issues Costly installation 52  NEXT CLASS…Theories of Customer Service Choose a service you could provide, then identify actions you can take at each "Moment of Truth" to improve the service outcome and enhance customer satisfaction. 53