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Prepared by:
Gigantone, Paulina
Gonzaga, Lea
Jalucon, Shally Mar
Customers
Roles in
Service
Delivery
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Strategies for Enhancing
Customer Participation
Define Customers roles
Recruit, Educate and Reward
Customers
Manage the Customer Mix
Effective
Customer
Participation
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Define Customers Roles
Organization first determines what type of
participation is desirable from customers and how
the customer wishes to participate
Customers roles and tasks entail:
Helping oneself
Helping others
Promoting the company
Individual Differences

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Helping Oneself
Customer becomes a productive resource,
performing aspects of the service previously
performed by employees or others
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Helping Others
Current customers may be
called on to help others
who are experiencing the
service.

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Promoting the Company
Companies get their current customers as
promoters or salespeople
Word-of-mouth endorsements, referrals
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Individual Differences: Not
Everyone Wants to Participate
Some customers enjoy self-service, whereas
others prefer to have the service performed
entirely for them.
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Recruit, Educate and Reward
Customers
Customer becomes partial employee of the
organization
Customer participation in service production and
delivery will be facilitated when:
Customers understand their roles and how they are
expected to perform
Customers are able to perform as expected
Customers receive valued valued rewards for
performing as expected
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Recruit the Right Customers
Expected level of participation needs to be communicated
clearly to attract customers who are ready and willing to
perform their roles.
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Educate and Train Customers to
Perform Effectively
Many services offer customer orientation programs to assist
customers in understanding their roles and what to expect from
the process before experiencing it.
Written literature, online resources, customer handbooks,
information provided by employees, observing other customers
2 kinds of orientation
Place orientation ( Where am I? How do I get from here to there?)
Function orientation ( How does this organization work? What am I
supposed to do?)


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Reward Customers for their
Contributions
Customers are more likely to perform their roles effectively or to
participate actively if rewarded for doing so
Rewards increased control over the delivery process, time
savings, monetary savings and psychological savings
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Avoid Negative Outcomes of
Inappropriate Customer
Participation
If customers are not effectively socialized the organization
runs the risk that inappropriate customer behavior will result in
negative outcome:
1. Customers who do not understand the service system may
slow down the service process and affect their own and other
customers outcomes
2. It may not be possible for employees to provide the levels of
technical and process quality promised by the organization
3. If customers are frustrated because of their own
inadequacies and incompetencies, employees are likely to
suffer emotionally and be less able to deliver quality service


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Manage the Customer Mix
Effective management mix of customers who simultaneously
experience the service
Compatible customers are grouped together physically so that
other segments are less likely to interact directly with each
other
Smoking areas in restaurants, LRT with all-female section
Compatibility Management a process of first attracting
homogenous consumers to the service environment, then
actively managing both the physical environment and
customer-customer encounters in such a way as to enhance
satisfying customers and minimize dissatisfying customers