Customer Role In Service Delivery

Customers Roles
Customers As a productive Resources. Customer As a contributors to service quality and satisfaction. Customers As a competitors.

 Customer as productive Resources Customer should be treated as a Partial Employee Customer inputs can affect the organization productivity through quality and quantity of output generated. Consumer participation raises number of issues for organization because customer influence both quality and quantity of products

 Customer as a contributors to service quality and satisfaction Contributor to their own satisfaction and the quality they receive. Unless the customers perform their roles effectively, the desired service outcomes are not possible E.g : health care, Education, Personal fitness and weight loss.

 Customers as a competitors Can act as potential competitor. If Self-Service Customer can be viewed as a resources, then in some case able to perform service for themselves. Internal/External exchange is a dilemma for the consumer

Internal/External Exchange
Expertise Capacity Resources Capacity Time Capacity Economic Rewards Psychic Rewards Trust

Self Service Technologies(SSTs)- The Ultimate In customer Participation

Customer Production Joint Production Firm Production

Gas Station Illustration 1. Customer pumps gas and pays at the pump with automation 2. Customer pumps gas and goes inside to pay attendant 3. Customer pumps gas and attendant takes payment at the pump 4. Attendant pumps gas and customer pays at the pump with automation 5. Attendant pumps gas and customer goes inside to pay attendant 6. Attendant pumps gas and attendant takes payment at the pump

Strategies for enhancing Customer Participation

Define Customer Jobs

Effective Customer Participation

Recruit, Educate, and Reward Customers

Manage the Customer Mix

 Define Customers Roles

Helping Oneself Helping Others Promoting the Company Individual Differences

Recruit, Educate and Reward Customers

Recruit the Right Customers Educate to Perform Customer Effectively Reward customer for their contribution

Manage Customer Mix

Define Customers Role

Clarify level of participation Identify specific jobs and tasks Understand implications for productivity and quality

Recruit, Educate and Reward Customers

Identify and Recruit appropriate strategies Educate customers for their roles Provide reasons to participate Reward customer Performance

Manage Customer Mix

Assess Compatibility of Segments Isolate Incompatible Segments Enhance Segments Compatibility

Thanks!!!