As such, businesses need frameworks and guidelines for addressing these conditions that are expanding. The concept of procedure completeness helps us to consider service from the customer's point of view; arguably, the only perspective to take. Procedure completeness is achieved when a business's service delivery system matches the typical customer's breadth of expectancies. While customers believe in sets of services (e.g., I want a flight, a hotel, airport parking, wireless Internet), companies believe in terms of single services (e.g., we can supply a flight).
There are four fundamental service systems: (1) transaction-implement a basic request and nothing else, (2) process-managing all firm related service requests through one touch point, (3) alliance-managing service requests through an individuwal touch point via stitching together a stationary company-chosen coalition of service partners, and (4) agility-handling service requests through the single touch point via covering together a dynamic customer-selected alliance of service associates. In addition to investigating the four service systems, this article guides executives involving the choice and execution of the appropriate service strategy that fulfills their typical customer's process completeness anticipations.
PUBLICATION DATE: July 15, 2009 PRODUCT #: BH339-PDF-ENG
This is just an excerpt. This case is about TECHNOLOGY & OPERATIONS
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