Manufacturing & Quality Control PDF

Manufacturing & Quality Control Chapter 3 : QUALITY SERVICE CULTURE Marvill Jun C. Villanueva Lecturer I 1  QUALITY SERVICE CULTURE What do you think is a service culture? 2  QUALITY SERVICE CULTURE 3  QUALITY SERVICE...

Manufacturing & Quality Control Chapter 3 : QUALITY SERVICE CULTURE Marvill Jun C. Villanueva Lecturer I 1  QUALITY SERVICE CULTURE What do you think is a service culture? 2  QUALITY SERVICE CULTURE 3  QUALITY SERVICE CULTURE A place where employees love to come to work and customers love doing business with you. 4  WHAT DO YOU NEED TO MEET CUSTOMER SATISFACTION? EXCELLENT PRODUCT EXCELLENT DELIVERY EXCELLENT SERVICE 5  QUALITY SERVICE CULTURE A quality-focused culture creates a healthy work environment and leads to satisfied customers. Organizational Culture is defined as the shared beliefs, values, attitudes, and behavior patterns that characterize the members of an organization. 6  CREATING A SERVICE CULTURE “SERVICE CULTURES START WITH YOU, THE EXECUTIVE, AND TRICKLE DOWN TO EVERY ASPECT OF THE BUSINESS.” 7  Strategies For Creating A Successful Service Culture 1. Understand (really understand) your client’s objectives 2. Be consistent in how the culture is communicated 3. Train and develop your employees to execute on core values 4. Reward and recognize your employees 8  FIVE (5) MAIN INGREDIENTS FOR QUALITY CULTURE Ingredient 1: A mentality of "we're all in this together" (the company, suppliers, and customers) Ingredient 2: Open, honest communication is vital Ingredient 3: Information is accessible Ingredient 4: Focused on processes Ingredient 5: There are no successes or failures, just learning experiences. 9  CUSTOMER GAP The customer gap is the difference between customer’s expectations and perception. 10  PROVIDER GAP GAP 1: The listening gap GAP 2: The service design and standards gap GAP 3: The service performance gap GAP4: The communication gap 11  GAP 1: The listening gap It is the difference between customer expectation of services and company understanding of those expectation 12  GAP 2: The service design and standards gap This gap reflects management’s incorrect translation of the service policy into rules and guidelines for employees. 13  GAP 3: The service performance gap This gap exposes the weakness in employee performance. 14  GAP4: The communication gap When over- promising in advertising does not match the actual service delivery, it creates a communication gap. 15  CLOSING THE GAP The diagram shows a clear message to managers wishing to improve their services: the key to closing the customer gap is to close provider gaps 1 through 4 and keep them closed. To the extent that one or more of provider gaps 1 through 4 exist, customers perceive service quality shortfall. The gaps model of service quality serves as framework for service organizations attempting to improve quality service and services marketing. 16  5 DIMENSIONS OF SERVICE QUALITY 1)Reliability, 2) Responsiveness, 3) Assurance, 4) Empathy, 5) Tangibles 17  RELIABILITY Reliability refers to the organizations ability to perform the service accurately and dependably. There are 3 basic components to this dimension, the ability to complete the service; 1) on time, 2) consistently (routine tasks should be completed in a consistent manner) and 3) error free, every time. An example of this is a public bus schedule. 18  RESPONSIVENESS This characterization is based on the ability of the organization to be responsive to customer needs, with an emphasis on a willingness to respond promptly. Keeping a customer waiting, especially when there is no clear, obvious reason, generates a negative perception. “QUICKEST REACTION TIME” 19  ASSURANCE Assurance relies on the employee’s ability to establish trust, as well as their ability to instill confidence, with the customer. This aspect is heavily based upon the employee’s knowledge and their ability to maintain courteous communication. This dimension is characterized by 4 components; 1) competence (the ability to perform the service), 2) respect for the customer, 3) effective communication and 4) the basic attitude conveyed to the customer. 20  EMPATHY An employee’s ability to convey care and genuine concern for the customer establishes the dimension of empathy. There are 3 main components that a customer evaluates, even unconsciously, when gauging the level of empathy; 1) is the customer service representative approachable, 2) does s/he seem sensitive and 3) is the representative trying to understand my needs. 21  TANGIBLES This dimension refers to the company aesthetics. Does it physically appeal to the customer, at least in line with what the customer may expect for the specific industry; you wouldn’t expect a dentist office to look like the waiting room of a service station that changes oil. This area is broad and covers everything from the signage to cleanliness of the floor (and everything in between). 22  NOT ALL DIMENSIONS ARE EQUAL 23  WAYS TO MEASURE SERVICE QUALITY #1. SERVQUAL SERVQUAL is a service quality framework that was developed in 1977 by Zethaml, Parasuraman, and Berry. Since then, it is considered as the most holistic framework for measuring service quality. R – RELIABILTIY A – ASSURANCE T – TANGIBLES E – EMPATHY R - RESPONSIVENESS 24  WAYS TO MEASURE SERVICE QUALITY #1. SERVQUAL SERVQUAL is a service quality framework that was developed in 1977 by Zethaml, Parasuraman, and Berry. Since then, it is considered as the most holistic framework for measuring service quality. R – RELIABILTIY A – ASSURANCE T – TANGIBLES E – EMPATHY R - RESPONSIVENESS 25  WAYS TO MEASURE SERVICE QUALITY #2. Follow-up Survey Follow-up surveys allow you to question your customers regarding your service quality. They are better and more effective than post-service ratings and one-time surveys when it comes to capturing valuable customer insights. How to get the most out of a follow-up survey?  Start with creating an attractive subject line for the survey; this is the most crucial factor for the success of a survey.  Invest in some smart and intuitive online survey maker that comes with survey question examples to compile smart surveys.  Incentivize the survey if you wish your customers to spend 5 or 10 minutes on answering questions that are all about the services you offer.  Motivated customers are the most vital assets of a brand. So, let them know that they matter if you wish them to be responsive to your questions and involved with 26 your brand.  WAYS TO MEASURE SERVICE QUALITY #3. In-app Survey The in-app survey lets you ask questions to your website visitors while they are logged-on to your website or using your app. This is one of the most direct ways to collect customer data and doesn’t rely on emails for collecting responses. You can either keep the in-app survey crisp and short with one or two questions or add a couple of questions in it. Some of the key benefits of in-app surveys related to service quality metrics are:  Customer validation for specific offerings, services, and features  Direct outlining of pain points and on-point insights into your users  Understanding app-usage stats and reducing churn by directly addressing customer feedback. 27  WAYS TO MEASURE SERVICE QUALITY #4. Customer Effort Score (CES) Instead of focusing on “delighting” your customers, you must make it as easy as possible for them to get their problems resolved. 28  WAYS TO MEASURE SERVICE QUALITY #5. Social Media Monitoring Social media has emerged as a powerful tool to be available to your customers 24X7. For a generation that is always online, it is critical for a brand to be online as well. So, mere responses to direct social media mentions are not enough. One has to monitor and consider indirect mentions and casual tags as well. While social media is the source of highly unstructured blocks of data, it is also where you can learn everything and anything that is wrong when it comes to customer satisfaction. 29  Remember that quality begins with you but ends with your customers. 30