Professional Documents
Culture Documents
● Hiring and energizing frontline workers take on a different look and feel
across companies, based on organization’s values, culture, history and vision.
● Strong service culture oriented firm’s emphasis on customer and customer’s
experience.
● Create an environment that staunchly supports the customer contact
employee.
● Employees are responsible for ensuring that the customer’s experience is
delivered as designed.
Traditional Organisational Chart
Customer focused Organisational Chart
Inverted services market triangle
● The two groups that are the most important people to the organization:
○ Customers
○ Those who interact with customers
● Customers should be at the top of the chart followed by those with whom they
have contact.
● A truly customer oriented management team might actually “flip” the service
marketing triangle
Customer oriented focus
● Organization’s most important people are customers.
● The role of top level management changes from commanding to facilitating,
● Supporting employees in the organization who are closest to the customer.
The Importance of Customers in Service co creation and Delivery
● Fellow customers are present in the service environment, and can affect the
service outcome or process
● Mere presence of fellow customers enhances the experience.
● Fellow customers can enhance or detract from customer satisfaction and
perceptions of quality
● Negatively affect the service experience by exhibiting disruptive behaviours,
causing delays, excessively crowding, manifesting incomplete needs
● Customers who have incompatible needs can negatively affect each other.
● The influence of fellow customers helps in online service environment
Customers’ Role
● Three major role played by the customers in service co creation and
delivery:
○ Customer as productive resources.
○ Customers as contributors to quality and satisfaction.
○ Customers as competitors.
Customer as productive resources
● Advances in technology,
particularly the internet, have
allowed the introduction of a wide
range of SST
● These technologies have
proliferated as companies see the
potential cost savings and
efficiencies that can be achieved,
potential sales growth, increased
customer satisfaction, and
competitive advantage.
A partial list of SSTs
● ATMs
● Airline check-in
● Internet banking
● Electronic blood pressure
machines
● Insurance online
● Internet shopping
Customer Usage of SSTs