SERVICE MANAGEMENT Customer Experience and User Experience
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Class3.pptxINFORMATION & COMMUNICATION, I.T. AND TRAINING IN THE SERVICE ECONOMY
DR. NARCIS BASSOLS
BBA223 – SERVICE MANAGEMENT
Spring Term 2022
THE IMPORTANCE OF INFORMATION / COMMUNICATION IN THE SERVICE ECONOMY
Intangibles are sometimes more complex than tangibles, require therefore an extended and nuanced communication.
Information must be tailored to each customer (including the channel/s to be used) with the ultimate goal of enabling an easy access to the service
Information is sometimes packaged as ‘counseling’ or ‘consultancy’, hence it helps selling. BUT: ethic concerns about delivering information in services.
It is necessary standardising information processes: the info given by people or the one giving my machines as this helps to rationalize the whole operation
THE IMPORTANCE OF TRAINING SERVICE EMPLOYEES
As main contact points, employees are the ‘company’s face’ and so they are crucial in delivering a service. Therefore, they must be well-trained.
A well-trained employee is capable of quickly discerning a problem or concern and streamlining it quickly, hence the importance of well-trained staff.
Contrarily, an employee ignoring features or processes of the company gives a very poor impression.
Standards in the communication and service delivery must be set up and constantly updated, and passed on to employees.
THE IMPORTANCE OF I.T. IN THE SERVICE INDUSTRY
I.T. may be the offer of a company (Facebook, Vodafone) or a means to deliver a service (Banking, Insurance, Online teaching)
As a part of the service delivery chain, the ‘I.T. technical infrastructure’ must be responsive and perfectly working so as to deliver a satisfactory service experience.
Power or data blackouts, broken or slow equipment, or even ‘hacked’ websites bring about undesired uncertainty factors among the customers, as well as low levels of satisfaction.
Trend towards process automation in the service industry: I.T. investments necessary. As personal contact becomes ‘Premium’, interfaces must be well-designed and make up for a seamingless service delivery & customer experience
