2. Revisit the plan
If not take corrective
action, if so take
prevent action
Check whether they
are really satisfied
Implement the
identified measures to
satisfy them
Plan for satisfying
customer
3. Service Quality
Definition of Service
“ The result generated, by activities at the
interface between the organization and the
customer and by the organization’s internal
activities, to meet customers needs”.
4. Importance of Service
According to Deming, in the United
States of America, 75 percent of the
people are employed in service
organizations.
5. Examples of service providers such as:
Colleges
Hospitals
Restaurants
Government Departments
Telecommunication Service etc.
15. Psychology of Customers
The most important requirement
for success in any industry is to
understand the psychology of the
customers.
16. Customers Delight
Business Thrives on Customers
Customers are the very reason for being in
business. Profits can be reaped only if an
organization has customers who will pay for the
products or services on a continuing basis. It
depends on the ability of the entrepreneur to get
into the right areas of business for success.
17. Customer Attrition
“If product is good then customer will come
back (again) ; If not, the product will come back
(returned)”.
50 % of Problems are Due to Misunderstood
Requirements
Major problems in a service industry is
identifying the real requirements of the customers.
18. It include the following parameters:
• Quality
• Time schedule for delivery
• Price
• Services such as responsibility for
installation, service during warranty
and post warranty, etc.
• Documentation support
• Training support
It include the following parameters:
• Quality
• Implied requirements
• Value for the money spent
• Environment of conducting business
and the friendliness of the customer
service personnel of the
organization, etc.
Contractual and Non-Contractual
Requirements of Customers
19. Delighting Customers
If the organization just tries to satisfy only the
written requirements, then it is unlikely to
delight the customer and retain them forever.
The organization should be familiar with general
human nature and try to understand the hidden
requirements of their customers.
20. Customer Contact Personnel
The customer orientation dictates that
customer contact personnel should be
specifically chosen. There should always be a
separate set of people to talk to and accept
orders from the customers. they could be
different from the actual procedures since
manufacturing and customer service are two
distinct chore requiring different caliber.
21. According to D.H. Stamatis COMFORT stands for the
following customer attributes:
C for Caring The customer service employees should
not only be, but perceived to be very interested in
finding out the real needs of the customers and help
them to buy what they really intend to buy, product
or service. They should not drive away customers.
22. O for Observant Each customer service
personnel should be a good observer. The
customer contact person should pay attention
to the body language of the customers and
should also be able to read their requirements.
M for Mindful The customer contact employees
have to remember that the organization is
dependent on its customer.
23. F for Friendly The customer service employees
have to be friendly with the customers. At times
if the customers or their representatives are not
very friendly, then such situations have to be
tactfully handled by the customer service
employees.
O for Obliging The organization should feel
obliged that the customer has visited them with
an enquiry.
24. R for Responsible While the proposals are being
submitted, the organization should feel
responsible for successfully accomplishing the
proposal if accepted by the customers.
T for Tactful The customer is supreme. But this
does not mean that they cannot be wrong. The
organization tactfully handle such situations.
