Employees’ Roles in Service Delivery

Presentation on role of Employee, Customer and Delivery services in services marketing

Presented by: Neeraj Amravat

Critical Importance of Service Employees

Boundary Spanning Roles

Human Resource Strategies for Closing Gap 3

Service Culture

Employee role in services marketing

The Critical Importance of Service Employees

They are the service

They are the organization in the customer’s eyes

They are the brand

They are marketer

The Services Marketing Triangle

Internal Marketing

Interactive Marketing

External Marketing“Enabling the promise”

“Delivering the promise”

“Making the promise”

COMPANY

EMPLOYEES CUSTOMER

Employee satisfaction, customer satisfaction, and profit

Satisfied employees make for satisfied customers(and satisfied customers can, in turn, reinforce, employees sense of satisfaction in their jobs.)

The effect of employee behaviors on service quality dimension

Boundary Spanners Interact with Both Internal and External Constituents

Internal Environment

External Environment

Source of conflict

Person versus role

Organization versus client

Client versus client

Strategies for Delivering Service Quality through People

Hire the Right People Compete for the Best People Hire for Service Competencies and Service Inclination Be the Preferred Employer

Develop People to Deliver Service Quality Train for Technical and Interactive Skills Empower Employees Promote Teamwork

Provide Needed support systems Measure Internal Service Quality Provide Supportive Technology and Equipment Develop Service-Oriented Internal Processes

Retain the best People Include Employees in the Company’s Vision Treat Employees as Customers Measure and Reward Strong Service Performers

Human Resource Strategies for Delivering Service Quality through People

Provideneeded supportsystems

Hire theright people

Retain thebestpeople

Developpeople todeliverservicequality

Hire for servicecompetencies andserviceinclinationCompete for

the bestpeople

Measure andreward strongserviceperformers

Treatemployees ascustomers

Includeemployees inthe company’svision

Developservice-orientedinternalprocesses

Providesupportivetechnology andequipment

Measureinternal servicequality

Promoteteamwork

Empower employees

Train fortechnical andinteractiveskills

Be the preferredemployer

Customer-OrientedServiceDelivery

Customers’ Roles in Service Delivery

Importance of Customers in Service Delivery

Customers’ Roles

Strategies for Enhancing Customer Participation

Importance of Customer in service delivery

Customer participation at some level is inevitable in service delivery and co creation. Services are action or performance, typically produced and consumed simultaneously.

Levels of customer participation across different service

Customer Roles in Service Delivery

Productive Resource

Contributors to service quality & satisfaction

Competitors

Strategies for Enhancing Customer Participation

Effective CustomerParticipation

Delivering Service Through Intermediaries and Electronic Channels

Service Distribution

Electronic Channels

Service Provider Participants

Direct Delivery of Service creates the service concept

(like a manufacturer)

Delivery Through Intermediaries entity that interacts with the customer in the execution

of the service(like a distributor/wholesaler)

Services Intermediaries

Franchisees service outlets licensed by a principal to deliver a unique service concept it has

created e.g. INOX, McDonald’s

Agents and Brokers representatives who distribute and sell the services of one or more service

suppliers e.g., travel agents, independent insurance agents

Electronic Channels all forms of service provision through electronic means

e.g., ATMs

Benefits and Challenges in Electronic Distribution of Services

Benefits: Consistent delivery for standardized services Low cost Customer convenience Wide distribution Quick customer feedback

Challenges: Price competition Inability to customize with highly standardized services Lack of consistency due to customer involvement Changes in consumer behavior Security concerns Competition from widening geographies