Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Top Mgmt
Frontline Staff
Talkers
Doers
Controllers
very detail oriented, deliberate, and well organized They rely on facts, evidence and data
Supporters
They are very careful and need time to process information, and very reluctant to change their current buying habits
Empathy
access communication understanding of customer
Soft measures refer to standards and measures that cannot easily be observed and must be collected by talking to customers, employees or others
e.g. SERVQUAL, surveys, and customer advisory panels.
Control charts are useful for displaying performance over time against specific quality standards.
Productivity
Productivity measures amount of output produced relative to the amount of inputs. Improvement in productivity means an improvement in the ratio of outputs to inputs.
Analyze
Improve
Identify the problem Define requirements Set goals Validate problem/process Refine problem/goal Measure key steps/inputs Develop causal hypothesis Identify root causes Validate hypothesis Develop ideas to measure root causes Test solutions Measure results Establish measures to maintain performance Correct problems if needed
Process Improvement
Identify specific or broad problems Define goal/change vision Clarify scope & customer requirements Measure performance to requirements Gather process efficiency data Identify best practices Assess process design Refine requirements Design new process Implement new process, structures and
systems
Process Design/Redesign
Control
Operations Imperative
Create, deliver specified service to target customers Adhere to consistent quality standards Achieve high productivity to ensure acceptable costs
150
100 50 0
Year 1
Year 2
Industrial products
Year 3
Year 4
Auto servicing
Year 5
Cost less to serve less need for information and assistance make fewer mistakes
Recommend new customers to firm (act as unpaid sales people)
Trust leads to willingness to pay regular prices vs. shopping for discounts
Base Profit
Year
Basic Segmentation Issues: Building an Appropriate Customer Portfolio Target customers whose needs match firms capabilities (operational efficiency) Focus on value of prospective customers within each segment, not just numbers Create a mix of segments to reduce risks of volatility during swings of economic cycles
Market-oriented businesses commit to understand current/ latent customer desires plus competitors plans, capabilities
Scan market more broadly, have longer-term focus Work closely with lead users Combine traditional research with experimentation, observation Conclusion: Pursue customer satisfaction, but set limits on being led by customers, especially during rapid change
External
Service concept Target Market
Revenue Growth
Satisfaction
Loyalty
Profitability
Service Quality
Workplace design Job design Selection and development Rewards and recognition Information and communication Tools for serving customers
Quality and productivity improvements yield higher service quality and lower costs
Service as Theater
All the worlds a stage and all the men and women merely players. They have their exits and their entrances and each man in his time plays many parts
William Shakespeare