Poor Service Encounter: Improving a Service
We all have a number of service encounters each week, including (but not limited to) stores, restaurants, banks, airlines, dry cleaners, doctors, dentists, libraries, tutors, theatres, auto mechanics, insurance companies, etc. For the next UNSATISFACTORY or POOR service encounter-answer the following questions. You should ‘complain' about the service (or at least attempt to) or at least be aware of the options and the way they typically handle complaints (look online). You should do some research on the company or the location (reviews, feedback, company policies...), and the brand (pt. 8 below).
Six to Seven pages -1.5 space, 12pt.- clearly identify which question you are addressing in your answer- USE HEADINGS or TITLES so I know where you are. I stop reading half way thru page 8. Use references (any legitimate format).
1) Describe your Encounter-in detail (half page or so)-
2) Analyze your Encounter. What parts of it MET your Expectations? What things DID NOT MEET your Expectations? Why?
3) Compare to similar service encounters by competitors (or even that company) in the past-why did this compare unfavorably?
4) Did you try to complain? Describe in detail the options for someone to complain-and if you did complain-how did they deal with this?-describe in detail. Research other people who have had issues with this service, or this company (online reviews, blogs, Better Business Bureau complaints, etc.)
5) What changes could the service firm make, to improve the encounter?- be specific, not vague- talk about operations, technology, and employees- be creative- How could the firm improve things? (even if they were not that bad). How could they improve the RECOVERY process (complaint handling, etc.). Put some thought into this-how do competitors do it better? (and why).
6) Which Gaps are not being Closed by this firm? (be specific; describe specific elements of the Gaps not being closed- chap. 2). For this Gap-what are the elements that typically need to be improved (talk about this conceptually, and specific to this company). Talk about strategies to close these gaps (research is in the next question).
7) Service Improvement: How could the firm use research to improve their knowledge of expectations and their delivery of the service? In other words- give some specific research tools (mystery shoppers, surveys, etc. from chapter 6) that would help them close the GAPS in their service delivery? Describe HOW you would use those tools (Implementation) to improve service.
8) Marketing Strategy: Look up the Mission, History, Brand Identity of the Service Firm (online, through blogs/twitter, or call the manager). Did the Servicescape match the Mission/Brand Identity- how? Any elements that didn't fit? Give details. Does the Marketing of this brand fit its strategy? (who is the target market?) Would you make any strategic changes based upon your visit and analysis of marketing elements? If there is a service disconnect (from above), how can you use marketing (advertising, pricing, web, promotion) to improve this disconnection?