Factors Necessary for Appropriate Service

Standards
Standardization of service behaviors and actions
Standardization usually implies a nonvarying sequential
process similar to the production of goods
Customization usually refers to some level of adaptation or
tailoring of the process to the individual customer
Formal service targets and goals
Setting specific targets for individual behaviors and actions;
for example, the customer service standards set by Puget
Sound Energy and shown in Figure 9.1.
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Customer Service Report Card for
Puget Sound Energy
9-2
Standards are based on the most important customer
expectations and reflect the customers view of these expectations.
Customer-
Defined
Standards
Company-
Defined
Standards
SOURCES
Customer Expectations
Customer Process Blueprint
Customer Experience
Observations

SOURCES
Productivity Implications
Cost Implications
Company Process Blueprint
Company View of Quality
Service Standards
9-3
Not everything that counts can be
counted...and not everything that can
be counted, counts.
Albert Einstein
Counting
9-4
SOFT STANDARDS AND MEASURES
Opinion-based measures that cannot
be observed and must be collected by
talking to customers (perceptions, beliefs)
HARD STANDARDS AND MEASURES
Things that can be counted, timed,
or observed through audits (time,
numbers of events)
Standards
9-5
Exhibit 9.1: Examples of Hard Customer-Defined
Standards
9-6
Exhibit 9.2: Examples of Soft Customer-Defined
Standards
9-7
Process for Setting Customer-Defined Standards
9-8
What Customers Expect: Getting to Actionable
Steps
9-9
Linkage between Soft Measures and Hard Measures
for Speed of Complaint Handling
9-10
Responsiveness Standards at Zappos.com
Respond to 80 percent of all incoming calls
within 20 seconds
Respond to all e-mail messages in less than four
hours
Respond to live (online) chats in less than 10
seconds.
9-11
Soft Standards at Toyota in Japan
Standards for salespeople patterned
after samurai behaviors:
Assume the samurai warriors waiting
position by leaning five to ten degrees
forward when a customer is looking at a car
Stand with left hand over right, fingers
together and thumbs interlocked, as the
samurais did to show they were not about
to draw their swords
Display the Lexus Face, a closed-mouth
smile intended to put customers at ease

9-12
More Soft Standards at Toyota in Japan
Standards for salespeople patterned after
samurai behaviors:
When serving coffee or tea, kneel on the floor
with both feet together and both knees on the
ground
Bow more deeply to a customer who has
purchased a car than a casual window shopper
Stand about two arms lengths from customers
when they are looking at a car and come in closer
when closing a deal
Point with all five fingers to a car doors handle,
right hand followed by left, then gracefully open
the door with both hands
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Hard and Soft Service Standards at Ford
Appointment available within one day of customers
requested service day
Write-up begins within four minutes
Service needs are courteously identified, accurately
recorded on repair order and verified with customer
Service status provided within one minute of inquiry
Vehicle serviced right on first visit
Vehicle ready at agreed-upon time
Thorough explanation given of work done, coverage
and charges
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Standards at Four Seasons
Seven Service Culture
Standards
Core Worldwide Service
Operating Standards
1. Smile
2. Eye
3. Recognition
4. Voice
5. Informed
6. Clean
7. Everyone

Reservations
Hotel Arrival
Messages and Paging
Guest Room Evening Service
Breakfast
Room
Exceptions are permitted if
they make local sense
9-15