Service System Design
These course notes are for use in conjuction with Learning Module 5 of
MG 476 - Services Management.
Menu for Learning Module 5
Three contasting generic approaches to service design:
The production line approach pioneered by McDonald's refers to more than just the steps required to assemble a Big Mac. Rather, as Theodore Levitt [2] notes, it is treating the delivery of fast food as a manufacturing process rather than a service process. The value of this philosophy is that it overcomes many problems inherent in the concept of service itself. That is, service implies subordination or subjugation of the server to the served; manufacturing, on the other hand, avoids this connotation because it focuses on things rather than people. Thus in manufacturing and at McDonald's, "the orientation is toward the efficient production of results not on the attendance on others."
Levitt notes that besides McDonald's marketing and financial skills, the company carefully controls "the execution of each outlet's central function - the rapid delivery of a uniform, high-quality mix of prepared foods in an environment of obvious cleanliness, order, and cheerful courtesy. The systematic substitution of equipment for people, combined with the carefully planned use and positioning of technology, enables McDonald's to attract and hold patronage in proportions no predecessor or imitator has managed to duplicate." [1][2]
Key elements to consider - the production - line approach
In contrast to the production line approach, C.H. Lovelock and R.F. Young [3] propose that the service process can be enhanced by having the customer take a greater role in the production of the service. Automatic teller machines, self-service gas stations, salad bars, and in-room coffee-making equipment in motels are approaches that shift the service burden to the consumer.
Many customers like self-service because it puts them in control. For others, this philosophy requires some selling on the part of the service organization to convince customers that it helps them. To this end, Lovelock and Young propose a number of steps, including developing customer trust, promoting the benefits of cost, speed and convenience, and following up to make sure that the procedures are being effectively used.
In essence, this turns customers into "partial employees" who must be trained in what to do and, be "fail-safed" in case of mistake. [1]
The Personal Attention Approach
An interesting contrast in the way personal attention is provided can be seen in Nordstrom Department Stores and the Ritz-Carlton Hotel Company. At Nordstrom, a rather loose, unstructured process relies on developing a relationship between the individual salesperson and the customer. At the Ritz-Carlton, the process is virtually scripted, and the information system rather than the employee keeps track of the guest's (customer's) personal preferences. [1]
Service Facility Design Considerations:
More on this in the Learning Module 6 on Facility Design.
Service Guarantees as Design Drivers
The phrase "Positively, absolutely, overnight" is an example of a service guarantee most of us know by heart. Hiding behind such marketing promises of service satisfaction are a set of actions that must be taken by the operations organization to fulfill these promises. Thousands of companies have launched service guarantees as a marketing tool designed to provide peace of mind for customers unsure about trying their service. From an operations persepective, a service guarantee can be used not only as an improvement tool but also at the design stage to focus the firm's delivery system squarely on the things it must do so well to satisfy the customer. [1] {consider links to companies with service guarantees}
Seven Characteristics of a Well-Designed Service System.
1. Each element of the service system is consistent with the operating focus of the firm. For example, when the focus is on speed of delivery, each step in the process should help to foster speed.
2. It is user-friendly. This means that the customer can interact with it easily - that is, it has good signage, understandable forms, logical steps in the process, and service workers available to answer questions.
3. It is robust. That is, it can cope effectively with variations in demand and resource availability. For example, if the computer goes down, effective backup systems are in place to permit service to continue.
4. It is structured so that consistent performance by its people and systems is easily maintained. This means the tasks required of the workers are doable, and the supporting technologies are truly supportive and reliable.
5. It provides effective links between the back office and the front office so that nothing falls between the cracks. In football parlance, there should be "no fumbled handoffs."
6. It manages the evidence of service quality in such a way that customers see the value of the service provided. Many services do a great job behind the scenes but fail to make this visible to the customer. This is particularly true where a service improvement is made. Unless customers are made aware of the improvement through explicit communication about it, the improved performance is unlikely to gain maximum impact.
7. It is cost-efffective. There is minimum waste of time and resources in delivering the service. Even if the service outcome is satisfactory, customers are often put off by a service company that appears inefficient. [1]
A core service product is a process - that is, a method of doing things. Preparing an invoice, taking a telephone order, processing a credit card, preparing food, checking out of a hotel, and teaching a class are all examples of service processes. A good way to start designing a service is to answer the following questions:
The service design specifies in detail the sequence of steps - value-adding activities and specific tasks - involved in delivering the service and is usually depicted as a flowchart. Such a graphical representation provides an excellent communication device for visualizing and understanding the service operation. Flowcharts can become the basis for job descriptions, employee-training programs, and performance measurements. (example)
Once a process is designed, we may ask several fundamental questions about it:
1. Are the steps in the process arranged in logical sequences?
2. Do all steps add value? Can some steps be eliminated and should others be added to improve quality or operational performance? Can some be combined? Should some be reordered?
3. Are capacities of each step in balance; that is, are there bottlenecks that increase customer waiting time?
4. What skills, equipment, and tools are required at each step of the process? Should some steps be automated?
5. At which points in the system might errors occur that would result in customer dissatisfaction, and how might those errors be corrected?
6. At which point or points should quality be measured?
7. Where interaction with the customer occurs, what procedures and guidelines should employees follow that will present a positive image? [32]
Error-proofing services [36] simply means designing procedures to prevent errors from occurring. Service error-proofing must account for the customers' activities as well as those of the producer, and fail-safe methods must be set up for interactions conducted directly by phone, mail, or other technologies such as ATM.
Error-proofing procedures can be classified by the type of error they are designed to prevent:
Task errors include doing work incorrectly, work not requested, work in the wrong order, or too slowly. Examples: computer prompts, color-coded cash register keys, measuring tools-fry scoop, signaling devices.
Treatment errors occur in the contact between the server and the customer. Lack of courteous behavior and failure to acknowledge, listen, or react appropriately to the customer are examples. (examples)
Tangible errors are those in the physical elements of the service, such as unclean facilities, dirty uniforms, poor temperature control, and document errors.
Customer errors in preparation include the failure to bring necessary materials to the encounter, understand their role in the service transcation, and engage the correct service.
Customer errors during the encounter can be due to inattention, misunderstanding, or simply a memory lapse. They include failure to remember steps in the process or follow instructions. Examples: beepers that remind to remove card from ATM; locks on airplane lavatories.
Customer errors during resolution stage of a service encounter include failure to signal service failures, learn from experience, adjust expectations, and execute appropriate post-encounter actions. Examples: strategically placed tray-return stands; hotel gift certificate to solicit customer feedback. [32]
Service Delivery System Design
Designing Services Researchers have suggested that services have three basic components:
Thus, designing a service essentially involves determining an effective balance of those components. [32]
More on this in Learning Module 7 and 8.
Consider the three contrasting generic approaches to service design. Under the personal attention approach, only two examples are given. Locate a web site of a company that believes it is providing the level of personal attention service. Provide the company name and URL (the complete, accurate, address) and a few sentences of explanation why you think they do, or do not, provide this level of service.
This should take one or two screens of explanation. These responses will be posted.
Send your comments to the instructor, subject: MG 476 - Assignment 5-1
Reminder: Peer-review on CI Team
Projects are due to be done this week.
After carefully considering the several service system design charactistics noted in the readings, above, pick a new service provider, that you haven't written about before, and discuss the good and the poor design characteristics of the service.
This should take about two screens of explanation.
Send your comments to the
instructor, subject: MG 476 - Assignment 5-2
Think about a service you have been involved with. Discuss, briefly, an error-proofing process you used to provide better service.
This should take about one screen of explanation.
Send your comments to the
instructor, subject: MG 476 - Assignment 5-3
William
L. Smith Teacher Home Page Service Management Home Page Emporia State University
If you have comments or suggestions, e-mail me at smithwil@emporia.edu
This page last updated November 1, 1999.
Examples provided by students:
Carnival Cruise Line
http://www.hostwaytravel.com/carnival.htm
Carnival has worked hard to supply customers with the best customer service and highest
personal attention as possible. Each ship is a floating resort including a full maritime
staff, shopkeepers, casino operators, entertainers, and complete hotel staff. Shipboard
operations are designed to provide maximum entertainment, activities, and personal
attention. Fifty-one different nations make up the workforce for the staff. Therefore,
there are a large variety of languages onboard and everyone is able to communicate more
effectively.
To accommodate personal attention each person has the option of having his/her own cabin.
In addition, a safe is also in the room, which is only accessible by the person staying in
the cabin. Carnival also offers two sittings for each meal particularly dinner; usually
two hours separate each sitting. This is done so that each person can request the sitting
that best suits their eating habits (personal attention). Carnival's staff also
accommodates for special dietary needs such as Kosher, low salt, low sugar, and other
dietary needs.
Steven Good
NetCorps
http://www.investmentpartners.com/
This company is an Internet provider that believes they have a dedication to customer
service. After looking at their web site, I feel that for the type of company they are and
what they are trying to accomplish, they are very dedicated to customer service. In the
top right of their web site they have a box that flashes different aspects of their
business. One of those aspects is dedicated customer service. They are telling their
potential customers from the very start that they are dedicated to the needs of their
customers. I feel that if a company is willing to put strong words like those at the
beginning of their web site, then they must be able to back them up. Since this company is
an internet provider, they realize that the ease of use is an very important factor in
providing excellent customer service. Their web site is set up in a very convenient way.
They have a list of sections that are available. These sections cover any question that a
potential or existing customer may have. Overall, this company has a done an excellent job
expressing and providing customer service.
Jeff Albers
http://www.globalhomecare.com/
Global Home Care, Inc. is a in-home health care provider that gives
personal attention to recovering patients and the elderly. They offer
excellent care from their high-rated professionals. Not only do they
provide medical care for their customers, they contact your doctors, do
all the paperwork, & determining what services are covered. They
provide care for those who have had a stroke/heart attack, have a
disease, diabetes, have had outpatient surgery, have temporary/long-term
disabilities, need assistance with daily living activities/personal
care, have injuries due to falls or accidents, and have a chronic
illness.
Nikki Jones
Hilton
http://www.hilton.com/
Hilton Hotels Corporation is internationally recognized as a company that provides
exceptional hospitality and service to it’s customers. The company consists of
franchise hotels, resorts, and vacation ownership resorts that they have developed and
own. Hilton is a huge corporation that employees 45,000 people with property in 50
countries. They continue to grow by acquiring full-service properties while adding
mid-price hotel projects. Consumers both business and leisure, select Hilton’s hotels
because of the ideal locations, quality and value of the services provided such as food
and beverage facilities, entertainment and recreational options either in the hotel or
nearby. One of the many perks of the company are their conventions centers. They provide
full-service large facilities intent on equipping the customer with all essentials needed
for their business or organization. Customer satisfaction is guaranteed. As a company with
so many employees, committing to this type of satisfaction is what makes them the high
quality service that they are. They also provide online access to it’s customers,
that include numerous products, memberships and valuable vacation and business
information.
Anne Boss
Fairfield Inn by Marriot
http://www.keywest.com/fairfieldinn/
Fairfield Inns are becoming notorious with affordable luxury. All of
their guests are treated uniquely and their staff is more than willing
to make any special accomodations possible that their guests may require
of them. They also have a bigger continental breakfast than most hotels
have. Another thing is that their pool is open from 6am to 11pm unlike
many other hotels. This allows visitors more time to relax in the pools
and hot tubs. Another reason why Fairfield Inns are so successful is
that they focus on prime locations to locate. They are usually very
easy to find, enter, exit, and are located near good places to eat and
local sites.
Each visitor is treated uniquely, depending on their mood, length of
stay, and wether they are a Marriot member. If the guest is very tired
and is arriving late, the staff will have the majority of their
paperwork completed so the guest can just come in and get their keys and
go to bed, with as little hassle as possible. If the customer is
inquiring about local attractions and wanting to carry on a
conversation, the staff is more than willing to talk with them about
what there is to offer in that town. If a guest is, for some reason,
unsatisfied with that particular room, the staff will try to locate them
into another room. These are just a few of the things that the
Fairfield Inn staff does to try to enhance each visitors stay and
encourage repeat business (which is very high for them) and personal
attention.
Kenny Finley
Lands End is a company I beleieve has outstanding personal attention customer service.
Given the fact that this company is a mail order company makes the personal attention
aspect even more impressive. They track what thier customers oder as far as sizes, color,
and style. When you call in to place an order they call you by name and ask if you would
like to order the same as last order or if you would like to try something new. They will
give you suggestions based on new products added to thier line from the last time you
ordered. They even have a "lost Mitten club" for those children that loose a
mitten during the season they order from Lands End, they can order a replacement and have
no shipping charges. They also created a 3D personal model based on your own measurments
to help get the perfect fit. And finally they offer a guarentee that if you are unhappy
with thier product anytime after you purchase it from Lands End, they will replace or
refund all your money no questions asked.
Mary Yewell
In my search for persona attention service, I have came to the conclusion
that if you want to feel good about yourself visit a Travel Agent. Travel
agencies around the world have been making people feel good about themselves
giving them 100% attention and making the customer feel like they deserve
the best. One of the best examples of this is the world famous Travel Agent
Host: Practical Traveler. They are located at http://PracticalTraveler.com/
This web address offers personal attention to anyone who shall dares walk
in their door or ring their phones! This is a perfect example of personal
attention service.
The headquarters for this company is located in San Antonio, Texas and
offers the best prices, food and accomodations in the world.
Anna Catterson
FTD is the largest floral company in the world. They connect to
approximately 21,000 North American retail florists and international floral delivery
networks within 154 countries. FTD provides customers with a 100% satisfaction guarantee
on all orders sent through FTD for delivery within the U.S. and Canada. FTD originated in
1910, originally called "Florists' Telegraph Delivery", this was formed to help
consumers send flowers from different areas. Now FTD provides consumers with easy and
convenient access to FTD's quality products and services. FTD offers a toll-free phone
number and a web site that the consumer can order directly. FTD provides a examples of
current styles in order to help the customer choose an arrangement. FTD provides different
arrangements for anniversaries, weddings, funerals, get well, keep in touch occasions,
gourmet gifts, kid collections, Vermont teddy bears and more. Their web site is easy to
use and you may view the bouquet of flowers that you would like to send, unlike calling
over the phone. FTD continually tries to improve customer service making it easier for
them to access and view their products. Customer satisfaction is guaranteed. FTD has
provided consumers the opportunity to send their token of thanks, love and thoughts
throughout the country and parts of the world. They have made it an easy service for
consumers, they are able to pick up the phone or get in line to light up someone's ease,
without a lot of work put in by the consumer.
Brenda Carmichael
Golden Corral: http://www.goldencorralrest.com/
The company that I have chosen for this assignment is the Golden
Corral restaurant. The Golden Corral uses the production line generic approach extremely
well. Of all the elements the ones that the restaurant uses the best are the customer
participation, customer contact, service standardization, and the degree of customer
contact.
The customer participation begins as soon as they walk into the door
and walk up to the register. Customers are asked what they desire to eat from the menu and
the teller rings up their bill before the customer eats. The customer has a choice of the
different foods they want and a majority of them want the buffet. When someone orders the
buffet the customer fixes their own plate with their own tray and fills their own drinks.
The service stays the same at every individual store.
Derrek Harter
John North Ford http://www.johnnorthford.com/
The reason I have chosen John North Ford is because their business is based around its
customers. They have to have friendly and outgoing sales personal to work efficiently with
the public. Customer attention is the biggest factor to success for a business like this,
every person that enters the lot is a potential buyer. But it takes a knowledgeable and
welling salesperson to make the customers decide to purchase an automobile. I know from
personal experience that the salespeople at John North Ford or wanting, welling, and able
to help anyone when they are looking toward purchasing a new automobile.
Amy Thompson
Gateway 2000
http://www.gw2k.com/home/
Gateway markets many different products with various service options to
satisfy the customers' demand. By choosing the option to update a
computer during a certain period of time allows gateway to individualize
its product to a particular customer. These computers users are
guaranteed an up-to-date technological appliance. Accommodating the
desires of the customer by providing a variety of options for a
computer, Gateway employees establish a relationship with the customer
by also serving as a channel for technological support when using the
computer at home. Demonstrating a personal attention approach reveals
through Gateway's system in surpassing the customer demand.
Heidi Risley
Clinique
URL: www.clinique.com
Clinique does provide the personal attention approach by having specially
trained consultants there to help you at the stores with your purchases.
They will give you a consultation about your skin care and what would be the
best for you. Each customer is given personal one on one attention by an
consultant. That way you get the exact products that would work with your
particular skin type. Clinique also offers many free items that are a
service to the customer. Clinique also sends all their customers
information about new products and samples to keep their customers informed
and aware. Clinique being on the internet offers home delivery with quick
service for those routine customers who know what they need but don't want
to go to the store. Also for customers who don't have Clinique in their
town. Cliniques does provide much personal attention to its customers.
Melissa Koch
At Bank of America their personal attention services are the basis of the company. I am
going to talk about the process for a new account. In this process prospecting customers
talk with employees face to face to open up a new account. The employees has to make the
customer feel comfortable opening up his or her account at their bank and reassure them
that their money will be safe. For Bank of America this process occurs often enough to
where they have a scripted conversation.
Leon Brigham
Hallmark has the qualities of comsture satisfaction and the expertise of
making all of their cards the best quality to send to someone you care
about. They are meeting all the standerds of quality, customer care and
design of the cards to meet the every demand of cards. They are also
online for ordering cards as well to reach all their customers needs who
want that extra special card to give. So I believe they meet all of the
standards.
Geoff Elsas
Dell has become one of the leading companies in the business of
ordering computers direct. They provide that level of personal attention
to service from the time you call and place your order to the a long
ways after you receive your computer. Dell says that they have one bold
concept to live by and that is "Direct Customer Contact".
Josh Harris
Ramada Inn.
http://www.ramada-ny.com/personal.htm
I believe they try to employ the personal attention approach at the
Ramada Inn.. They want each of their customers to feel like he or she is
special. They do this through personal attention and excellent service
quality. They use a reward system with their employees. This helps
motivate an employee who is just their for the money. The total service
attitude that Ramada offers is something that makes their customers feel
comfortable about staying there.
Bobby Jones
When I think of Osco pharmacy commercials, I think of them claiming to
have 24 hour pharmacies practically on every corner. However, I
visited http://www.oscodrug.com and searched for the
24-hour pharmacies
and found one that was about fifteen minutes from my house and a few
others were up to three hours away. Furthermore, I saw on the web page
that some of the pharmacies have Express Prescription Refill. It seems
as though whenever I have a prescription filled or re-filled at Osco, I
always stand in line for at least 5-10 minutes and there are several
others in line with me for the same length of time. I did not see
where Osco actually claimed to use the Personal Attention Approach, but
it does not appear that they use the Production Line Approach or the
Self-Service Approach.
Kristen Cataldi
I think Burger King is a great example of a company that is providing
personal attention service to its customers. In my opinion, Burger King is
one of the friendliest fast food restaurants--period. The personnel are
always friendly and courteous.
Burger King's advertising campaigns and logos have reiterated this
philosophy. Over the past several years, their campaign's have included:
"Have It Your Way", "We Do It Like You'd Do It", and "Your Way,
Right Away".
These campaigns let the customer know that Burger King wants to make it
the way you want it. Not some cardboard cut out of the same thing the guy
in front of you had.
A little side note: The Burger King web site boasts:
"There are 1,024 possible ways for a customer to order a WHOPPER sandwich
(HAVE IT YOUR WAY)."
--Latricia A. Papes
Yellow Freight is the largest less-than truckload company in the U.S. They
offer a variety of services and are willing to meet the demands of the
customers. They provide a reliable and efficient service and can be counted
on by other companies or individuals using this service.
Annette Purdon
Custom Corporate Solution (Ask Jeeves)
URL: http://www.aj.com/
This company provides much information for customer. It is nor regular search engine,
because we have to make questionnaire formats. For instance, I would like to ask question
about Long distance Company, something like. We have to make form: "Where can I find
long distance company? "And type this phrase. This web page receives information from
different search engine. The previous type of search engine, we have type keyword or click
researching of your category (Highlight search target). We do not have a lot of process,
but we sometime could not find information, what is looking for? We must move other search
engine and start again.
The Ask Jeeves locates, how many information mach up other web page and easy to access the
data (external link). It is very convenience to use for researching data. Sometime, we
have to find out specific information or word. They do not do lack of information. This
web site is able to find and cover every category.
Takaomi Suzuki
http://www.edpartner.com/index.html
Sylvan is a teaching approach for children who have difficulty learning
certain subjects. They provide individualized service for each student
for each of their different needs. They can teach the student through
either their current school or on a one-on-one personal basis. This
personal service makes it better for the child to excel in whatever
subject they are having problems in.
Michelle Beets
Carnival Cruise Line
http://www.hostwaytravel.com/carnival.htm
This company does offer many things to vacation. The most entertainment you can find is
on a cruise ship at night. The service they provide is truly a personal attention
approach. As you eat you have several waiters at your every request. As you come in form
your long day of playing your room is as organized as it can be. Many companies offer what
they think is an enjoyable time. This cruise line provides it and much more.
Kevin Stultz
The Brass Buckle
http://www.buckle.com/
I chose to evaluate The Buckle, a favorite clothing store for the fashion in tuned
shoppers. The Buckle tries to portray service that
qualifies as the personal attentions approach. For the most part they accomplish this
task, however some of the salespeople
overstep their boundries. The overall experience when you walk into The Buckle is service,
service, service. As soon as you walk into
the store a sales person asks you if there is anything that they can help you with and
notifies you of any sales or specials. Since
the sales people work on commission they will stay near in case you start to look lost or
in need of help. The sales people are
very helpful when you are in the dressing room trying on clothes and you need a different
size. They will do what ever you need
them to do. However, sometimes they can be a little to helpful. Like trying to find you a
shirt to match the jeans you are trying on,
yet you don't like what they are picking out. They also offer you matching socks for
whatever you buy. Overall, The Brass Buckle is
a good example of a personal attention approach. The only hestitation is that sometimes
that kind of service can be overwhelming in
a bad way.
Jennifer Naylor
Sandals is a vacation resort with ten different tropical hideaways to chose from on the
idles of Jamaica, Antigua, St. Lucia and the Bahamas. Sandals offers great personal
attention to all their clients, the resort is especially made for couples. You pick the
exotic vacation you want and Sandals takes care of every detail. You can enjoy great
gourmet dining, ultra spas, land & water sports as well as a private off shore island.
The staff of Sandals will pamper you morning, noon and night. With Sandals you can feel
relaxed without a care in the world. They take care of it all. Sandals offers great
customer service by also offering a hurricane guarantee.
Karen Banks
The web site I chose to discuss, with regards to the personal attention approach, is V’s Italiano Ristorante, located at http://www.vsrestaurant.com/
This restaurant is a favorite of ours. We like going to V’s for special occasions
and holidays. The reason we enjoy V’s so much is because the service and atmosphere
are created to help relax you and make you feel welcome. A lot of restaurants like to try
and move you in then move you out as soon as they can...but not V’s. They let you
enjoy the experience. I think it is this reason that V’s is always so busy.
V’s has been in business since 1963 (Founded by Vita, a.k.a. ‘V’, and Jay
Totta) and has remained a family owned and operated business even after four generations.
Since V’s first opening to today, V’s is known for having Vita herself or one of
the other family members greet you, seat you and thank you, on your way out. They also
visit your table mid-meal to make sure everything is to your satisfaction. I know that if
there ever is a problem with anything, the Totta family will do whatever it takes to
resolve it.
Justin Bovitz
EMJ Metals is a metals distributor with stocking locations all over the United States
and Canada. EMJ is known for its personal attention approach to business by providing
inside and outside sales representatives to service your account, for each customer has
its own inside and outside sales representative. The outside sales representatives are
able to visit you location when needed to help trouble shoot any tough projects. The
inside sales representatives are behind scenes answering the phones to offer any technical
advise, take orders, or quote pricing and availability of product. Along with this process
of developing relationships between representatives, EMJ offers a global network that is
available to you via the Internet. Here you can check pricing and availability of their
product at your own demand. The inside sales representatives also have access to this
database. However, their access is not as limited. If EMJ does not carry a product that
you are looking for, they are able to search other affiliates’ databases via this
network. It is through these three approaches, global network, inside representatives, and
outside representatives, that I believe EMJ Metals provides a personal attention approach
to business.
Mindi Wilson
URL: http://www.networksplus.net/brewsterplace/
I chose Brewster Place nursing home because they show a lot of care for ederly people
that no longer can be alone. They are ranked in the top 10 nursing homes in the
area. They help elderly people that have alzheimers, heart attacks, mentally
retarded, and people who just can't make it alone. They show great personal
attention for there residents. I like the fact that they have a department that will
play games with them, sing with them, and do great things to keep them occupied. The
physical and occupational therapist do an excellent job.
Derek Smithhisler
Harley-Davidson Motor Company
http://www.harley-davidson.com/home.asp
The primary business of The Harley-Davidson Motor Company is to produce and sell
premium heavyweight motorcycles. The company’s motorcycle products emphasize
traditional styling, design simplicity, durability, ease of service, and evolutionary
changes. Harley-Davidson Motorcycles are so popular the waiting period after ordering a
"HOG" is over a year.
When purchasing a motorcycle from the Harley-Davidson Company, customers must first decide
on the type of motorcycle that they wish to purchase. There are four categories to choose
from:
Standard - accentuating simplicity and cost
Performance - focusing on handling and speed
Touring - emphasizing comfort and amenities for long-distance travel
Custom - highlighted by styling and individual owner customization
The custom division of the product line represents the largest quantity of motorcycles
sold. It also commands a premium price because of its features, styling, and high resale
value.
Peggy R. Brecheisen
Barnes and Noble
www.barnesandnoble.com
I believe that Barnes and Noble does provide the level of personal
attention that is outlined in LM5. Their stores offer a quiet relaxing
environment full of big "comfy" chairs for their customers to relax and
preview a book, and if that's not enough there is a coffee shop located
in the store that offers a variety of yummy treats. Barnes and Noble IS
providing personal attention and their profits are showing it.
Haley Ayers
JCPenney
http://www.jcpenney.com
JCPenney believes that they are providing the best level of personal attention
possible. The associates are knowledgeable about their departments. If their store does
not have the needed size and it's not in the catalog, they will call another store within
their district and have the item sent. If the customer wants to go to that specific store,
then the item will be held for them. The associates also do referrals to the catalog. An
associate can order for the customer out of the catalog right at the register. JCPenney
does all they can to meet the needs of their customers.
Loni Heins
Saturn
www.saturn.com
Saturn is driven by their customer service standards. The notion that when people go to
buy a car, it should be a
pleasant experience and this is what keeps them in business. A customer can go down to a
Saturn dealership and
pick out a car at a reasonable price for little down and come out with exactly what they
wanted.
This allows Saturn to recreate the customer service standards when looking for your next
automobile. I can’t
always agree on the quality of their automobiles, but their service is unparalleled.
David Beran
Taco Bell http://www.tacobell.com
This company is very similar to the McDonalds that was used as the
example.
Basically what Taco Bell employee's do is take an order and go through
a sort of assembly line type operation. It takes no cooperation with customers
for this act to take place. Everyone in this system has his/her place in the assembly
line and each does their job individually and sends it down the line to be finished.
All the service is basically the same..and little customer participation is needed.
Cynthia Stoner
I believe that the Sprint Representatives due an excellent of giving personal attention
to the customers. At Radio Shack, there is a Sprint Rep that stays by the Sprint Cell
Phone display and asked if they want to make a free phone call. Automatically, the
customer and the rep have direct contact. Eventually the customer is going to ask what
they have to offer and the rep explains. When the customer purchases the phone, the rep
gives the customer his/her cell number if they have any questions or problems. I have
never seen anyone give out there cell number to a customer and asked them to call them for
assistance. That is what I call personal contact and a company building a relationship
with its clients.
Rico Coppel
Just for Feet
http://www.justforfeet.com/
This company believes that relationships between the salesperson and the
customer is important from the entrance to the exit. Employees are lined
up ready to help any customer along the way get the product they desire.
Inside most stores is a basketball court to accommodate young children
while parents are shopping.
They advertise for employees asking them to become part of a winning
team, willing to work hard and are willing to work hard in maintaining
and improving customer satisfaction.
Michele Schiffelbein
Columbia House
http://www.columbiahouse.com
Columbia House is a mail/internet order service for movies, music and computer games. They
utilize self service in the fact that there are no sales people, strictly customers
sending in orders to have their product shipped to them. There is no personal contact and
the customer is in complete control of their shopping. They can do it anytime in either
means. Columbia House has many offers to get the customer to stay with them after they
have completed their agreement. You get buy one get one free and other incentives to stay
a member. You can also get free items for referring a friend.
William McKernan