4-5 Service-Encounter Design

- focuses on the interaction, directly or indirectly, between the service

provider(s) and the customer. (Nangyayari ang interaction between service provider
at customer sa oras na pine-perform ni provider ang service para kay customer,
simula umpisa hanggang sa tuluyang matapos ang service.)
The principal elements of service-encounter design are
• customer-contact behavior and skills;
• service-provider selection, development, and empowerment;
• recognition and reward; and
• service recovery and guarantees.
These elements are necessary to support excellent performance and create customer
value and satisfaction.
A. Customer-Contact Behavior and Skills
Customer contact refers to the physical or virtual presence of the customer in the
service-delivery system during a service experience. (Nasusukat ang customer
contact sa kung gaano katagal kelangang andoon ang customer hanggang sa matapos ang
service, pwedeng personal or virtual.) Systems in which the percentage of customer
contact is high are called high-contact systems (ex. estate planning and hotel
check-in); those in which it is low are called low-contact systems (ex.
construction services and package sorting and distribution). (Tandaan na kung
direct ang service, ito ay high-contact systems. Kung indirect naman, ito ay low-
contact systems.)
Customer-contact requirements are measurable performance levels or expectations
that define the quality of customer contact with representatives of an
organization. These might include such technical requirements as response time (ex.
answering call within two rings), service management skills (such as cross-selling
other services), and/or behavioral requirements (ex. using a customer’s name
whenever possible). (Ito yung mga basehan kung paano masasabi ng isang customer na
satisfied siya sa isang service.)
Example: Walt Disney Company which is highly recognized for extraordinary customer
service. Expected behaviors for guest service include making eye contact and
smiling, greeting and welcoming every guest, seeking out guests who may need
assistance, displaying approachable body language, and thanking each and every
guest.
B. Service-Provider Selection, Development, and Empowerment
Companies must carefully select customer-contact employees, train them well, and
empower them to meet and exceed customer expectations. Many companies begin with
the recruiting process, selecting those employees who show the ability and desire
to develop good customer relationships. (Para ma-achieve na makapagprovide ng
excellent performance pati customer satisfaction, kailangan munang pumili ng mga
employees na may potential at ability sa customer service at sanayin pa sila nang
husto.) Major companies seek people with excellent interpersonal and communication
skills, strong problem-solving and analytical skills, stress tolerance, patience
and empathy, accuracy and attention to detail, and computer literacy.
Empowerment means giving people to make decisions based on what they feel is right
to have control over their work, to take risks and learn from mistakes, and to
promote change. (Kumbaga pagbibigay ng karapatan sa mga employee para magdesisyon
sila base sa kung anong alam nilang makabubuti sa kanilang trabaho.) Example: Ritz-
Carlton Hotel Company employees can spend up to $2,000 to resolve complaints, with
no questions asked. However, the actions of empowered employees should be guided by
a common vision. That is, employees require a consistent understanding of what
actions they may or should take.
C. Recognition and Reward
After a firm hires, trains, and empowers excellent service providers, the next
challenge is how to motivate and keep them. A good compensation system can help to
attract, retain, and motivate employees. Other forms of recognition such as formal
and informal employee and team recognition, preferred parking spots, free trips and
extra vacation days, discounts and gift certificates are vital to achieving a high-
performance workplace. (Recognition and reward sa mga employee para piliin nilang
magstay sa company at patuloy na galingan ang trabaho.)
D. Service Guarantees and Recovery
Despite all efforts to satisfy customers, every business experience unhappy
customer. A service upset is any problem a customer has (real or perceived) with
the service-delivery system and includes terms such as service failure, error,
defect, mistake, and crisis. It can adversely affect business if not dealt with
effectively. (Hindi maiiwasan sa business na magkaroon ng unsatisfied customer,
totoo man o gawa-gawa lang yung reklamo. Yun yung tinatawag na service upset, na
makakaapekto sa business kapag hindi naayos.) Example: Poor food or beverage
quality in hotel room service
A service guarantee is a promise to reward and compensate a customer if a service
upset occurs during the service experience. Service guarantees are carefully
designed and offered prior to the customer experiencing the service. Other
organizations (ex. Disney) have well-publicized service guarantees to gain
competitive advantage.
1. Explicit service guarantee – in writing and included in service provider
publications and advertisements. Example: “We promise to serve your order within 15
minutes of bill generation, or you will get your food free.”
2. Implicit service guarantee – not in writing but are implied in everything the
service provider does. Its focus is customer satisfaction.
Premium service providers and many engineering, consulting, and medical
organizations use implicit service guarantees. (Mga service provider organization
na dapat talagang hindi magkamali hanggat maaari ang gumagamit ng implicit service
guarantee. The best a firm can hope for is hindi nila kailangang magbigay ng
service guarantee, kung ganun ay maayos dapat ang processes at operational
capability nila para ma-minimize ang service upset.)
Service upset occasionally occur and companies need to recover the customer’s trust
and confidence. Service recovery is the process of correcting a service upset and
satisfying the customer. (Dapat itong gawin kaagad pagkatapos magkaroon ng service
upset lalo na kung galit ang customer dahil mas magagalit siya kapag matagal pa
siyang maghintay.) Service-recovery processes should be clearly documented, and
employees should be trained and empowered to use them whenever necessary. Service
providers need to listen carefully to determine the customer’s feelings and then
respond sympathetically, ensuring that the issue is understood. Then they should
make every effort to resolve the problem quickly, provide an apology, and perhaps
offer compensation (ex. free meals or discount coupons).