MKT 723 Chapter Notes - Chapter 10: Call Centre
14 May 2015
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Document Summary
Two challenges: understanding what customers expect, setting service quality standards. When should services be standardized: routines, easy to standardize. Standardization of services can take three forms: substitution of technology for personal contact, improvement in work methods, combinations of these two methods. Customer defined standardization ensure most critical elements of a service are performed as expected by customers: ex. Amex call centers call length determined by customer needs not comp standards. Call centre standard time to handle a call is tied to customer satisfaction. Formal standards to guide employees are used by successful companies: know how they are performing and what it takes to perform at that level as well as improve. Company-defined service standards: established to reach internal company goals for productivity, efficiency, cost, or technical quality, do not close provider gap 2. Customer-defined standards: operational standards based on pivotal customer requirements that are visible to and measured by customers.
