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STANDARDS
SERVICE STANDARDS
• Non varying sequential process – similar to mass production of
goods
• Reduces heterogeneity
• Against customization
• Inconsistent with employee empowerment
• Then why to standardize service?
WHY TO STANDARDIZE SERVICE?
• Many service tasks are routine
• Only a few service tasks to be customized wherein empowerment of service
employee is possible
• Effectively reduces confusion / mistakes in service delivery
• Service provider could have formal service targets
• Allows for technology intervention (RTA / ATM / Online banking)
• Improvement in work methods
SERVICE STANDARDS IN UAE
• UAE Customer Service Week STAR Awards: Ethos Consultancy with The
International Customer Service Institute (www.ticsi.org)
• Al Ain Municipality, Wild Wadi, Dubai Bank, Dubai International Financial
Centre Courts, Abu Dhabi Islamic Bank, Abu Dhabi Judicial Department, The
Emirates Group, DULSCO, Dubai Customs, DP World UAE Region FZE, UAE
Exchange and Abu Dhabi Airports Company
• RAK Bank – Best overall bank
• Best customer service performance on various aspects:
• Branch banking, corporate website, call centre and complaint management system
SERVICE STANDARDS
Standards are based on the most important customer
expectations and reflect the customer’s view of these expectations.
Dominos: 30 minutes delivery
Customer- Fedex: 24 hours delivery (right time)
SOURCES
Defined Customer Expectations
Standards Customer Process Blueprint
Customer Experience Observations
Measure by Measure by
audits or Hard 5. Develop feedback mechanisms Soft transaction-
operating data based surveys
6. Establish measures and target levels