PROF EMMANUEL CHAO
DIRECTOR: TANZANIA MARKETING SCIENCE ASSOCIATION
ejchao@tmsa.or.tz/ejchao@mzumbe.ac.tz
INTRODUCTION
The success of a service leader is not the results observed but a sense of fulfilment to employees, customers, stakeholders and shareholders in a sustainable manner
INTRODUCTION
INTRODUCTION
GREAT SERVICE HAS A GREAT PURPOSE
What Service Leaders Know
What service Leaders Do
CONSCIOUS SERVICE LEADERSHIP
ENERGY/EXPERIENCE
INVESTMENT
Mechanical Service
Based Leadership
Conscious Service
Leadership
TRANSACTION
INVESTMENT
CONSCIOUS APPROACH TO SERVICE LEADERSHIP
CUSTOMERS
EXPECTED RESPONSE
FIRM EXPECTED RESULTS
SERVICE VALUES
SERVICE MOTIVE
SERVICE GOAL
CONSCIOUS VIEW OF SERVICE
• Mechanical approach to service is fruitless if those who are providing the service are not aware of the following questions:
• What are we doing/our main business?
• Why are we doing so?
• What are our values?
• What results are we anticipating?
• What potential response are we expecting to receive from customers?
CASE SCENARIO: ASKAP
James was employed at ASKAP Co Ltd (company dealing with information system solutions), as a newly account executive manager company. His responsibility was to manage customers who have been acquired by sales team. he found out that the sales team was paid a 10% commission for each new customer acquisition but there were no incentives paid from the monthly subscription fee.
Due to the situation, the customer loyalty rate was significantly low and many clients were abandoning the service.
After understanding the source of the problem, a new incentive was designed which also included a percentage pay from the customers who are retained.
A CASE OF ROGER
Roger worked at a manufacturing company.
He was hired in a service organization to improve the operations at Roxy Service company
He found the company was staffed with knowledgeable, full-time employees, and often more than were absolutely necessary.
He made a decision to hire more parttimers, many with less expertise in home improvements, in order to size the retail workforce to customer traffic patterns
The move backfired.
Customers noticed immediately that their favorite employees were no longer there, soon after, Roger was no longer there
KEY TAKES FROM THE CASE
LEADING SERVICE IN MANUFACTURING LEADING IN SERVICE VERSUS
In manufacturing, if the factor labour force is too large, the solution is to down-size. Consumers are rarely aware a change has occurred, but at service organizations they do notice
There is a huge potential for differentiation through the way customer service is provided A successful differentiation needs to be originally owned and developed through the conscious efforts of the service providers (Airline service experience –same things but different reactions
TIME
IMPLEMENTING SERVICE
ENERGY
Passion Commitment
Motivation
ENGAGEMENT
Involvement
Feedback
Communication
DATA AND INSIGHTS
SYSTEMS
Holistic
CREATIVITY AND INNOVATION
WHAT GREAT SERVICE LEADERS KNOW
Customers buy results and value, not service or products
WHAT GREAT SERVICE LEADERS DO
The best service operating strategies don’t require tradeoffs
They focus on results and value for the right customers, as well as on the employee and customer value equations that produce them
They foster both/and thinking in designing winning operating strategies
IMPLEMENTING SERVICE: SERVICE LAYERS
IMPLEMENTIGN SERVICE: CUSTOMER SERVICE ENGINEERING
• In engineering the service, following are critical questions, which need to be addressed
• What the service intends to achieve?
• What is the service roadmap and customer journey which is involved?
• What is the role of customer in the process?
• What is the role of service provider in the process?
• How the service is measured and controlled?
IMPLEMENTING SERVICE INTERGRATING EXPERIENCE AND LOYALTY
PROFESSIONALS
Phase 7 Relationaladaptation
Phase 8: Advocate
EXPERTS
Phase 5 Acclimate
Phase 6 Accomplishment
EXPERIENCED
Phase 3 Affirmation
Phase 4 Activate
NON EXPERTS
Phase 1: Assessment Phase
Phase 2 Declaration
Customers have potential to travel in 8 phases and only few businesses are able to guide customers through the end. Most fell out from 4 and 6.
THANK YOU