BU412 Chapter Notes - Chapter 11: Carbonated Water, Upselling, Call Centre
Document Summary
Highly capable and motivated people are at the centre of service excellence and productivity. From a customer"s perspective, the encounter with service staff is probably the most important aspect of a service. Service employees are so important because the frontline is: Frontline employees play a key role in anticipating customers" needs, customizing the service delivery, and building personalized relationships with customers. A growing number of transactions no longer even involve frontline staff. Most customers do not call the service hotline or visit the service centre more than twice a year but these occasional service encounters are the moments of truth that drive a customer"s perceptions of the service firm. The service delivered by front-line whether it be face-to-face or via e-mail is highly visible and important to customers, and is a critical component of a service firm"s marketing strategy. The service profit chain needs high-performing, satisfied employees to achieve service excellence and customer loyalty.
