Creating the Seamless Service Firm

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Creating the Seamless Service Firm
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Seamlessness Means

• Providing services without interruption,
  confusion, or hassle
• Providing reliable, responsive, competent, and
  empathetic services
• Having facilities and resources to do the job
• Tightly connected interrelated parts within
  service delivery
• Etc.

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Departmentalization

• Conflicting goals of departments kills
  seamlessness
• Class exercise 3 conflicting memos
• The infamous 3 cornered fight

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Clarification of Terms

• Marketing orientation
• Marketing functions
• Marketing department

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3 Tiered Services Model
Coordination Tier How cross-functional is the
firm? Does management espouse service
values? Service focused routines and
behaviors? Is there a service coordination
team? Is there employee involvement in ideas and
processes?        
Service Quality Culture         Boundary
Tier Customer Tier Recruitment/selection of
employees Customer expectations Training/socia
lization Customer needs Rewards and
incentives Customer talents/abilities Services
capes Market segment focus Operations
management Measurement systems/feedback Market
ing Human resources management
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Conducting a Service Audit

• Profit and growth
• Customer satisfaction
• External service value
• Employee productivity
• Employee loyalty
• Employee satisfaction
• Internal service quality
• Firms leadership
• Measurement relationship

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Profit and Growth Component

• How the firm defines customer loyalty
• Does firm measure profit from referrals
• Proportion of funds spent on retaining customers
  rather than gaining new ones
• Knowing why customers defect

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Customer Satisfaction Component

• Data collection
• Methods
• Use of data

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External Service Value Component

• How does the firm measure value
• Sharing customer perceptions of value with the
  company
• Measuring the gap between customer expectations
  and perceptions
• Service recovery as an active strategy

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Employee Productivity Component

• Measuring employee productivity

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Employee Loyalty Component

• Active strategies to pursue employee loyalty
• Employee retention goals

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Employee Satisfaction Component

• Link employee satisfaction measures to customer
  satisfaction measures
• Consider customer and organizational needs when
  hiring
• Employee rewards tied to customer satisfaction,
  customer loyalty, and quality of employee
  performance

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Internal Service Quality

• Employee awareness of internal and external
  customers
• Employee support

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Leadership Component

• Does leadership help or hinder the service
  delivery process
• Creating a corporate culture that helps employees
  when interacting with customers

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Measurement Relationship Component

• How preceding measures of service performance in
  the service audit relate to the firms overall
  profitability

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