提升服务水平-创造优良业绩.pptx
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1、提升服务水平,提升服务水平,创造优良业绩创造优良业绩主要内容主要内容服务的基本概念服务缺口模型服务基本概念服务基本概念 What are services?什么是服务?Need for service innovation服务创新的需要 Business case for service innovation服务创新的商业案例 Challenges of service innovation vs.product innovation服务创新与产品创新的挑战And all consider themselves.And all consider themselves.所有这些企业所有这些企业S
2、ervice Businesses.都从事服务业who compete through providing service excellence.并通过卓越服务制胜Service Can Mean.Service Can Mean.服务可能意味着服务可能意味着Service as a product作为产品的服务 For example,hotels,telecommunication,banking例如,旅馆、电信、银行Customer service顾客服务 For example,taking requests,answering customer questions,respondin
3、g to complaints 例如,接受询问、回答顾客问题、处理投诉Service as value-added for manufactured products制造品的增值服务 For example training,installation,repair services connected with a physical product 例如,与某实体产品相关的培训、安装、维修服务Service Can Even Mean.Service Can Even Mean.服务还可能意味着服务还可能意味着 Service derived from a tangible product 从
4、有形产品衍生出的服务For example,autos(transportation service);mobile phones(communication service)例如,汽车(运输服务);移动电话(通讯服务)U.S.Gross Domestic Product美国国内生产总值Source:Survey of Current Business,June 2004农业、矿业及建筑制造业政府(主要是服务)金融、保险、房地产批发和零售贸易运输、仓储和公用事业教育和医疗服务职业服务其它服务(信息、娱乐)农业、矿业及建筑制造业政府(主要是服务)金融、保险、房地产批发和零售贸易运输、仓储和公用事
5、业教育和医疗服务职业服务其它服务(信息、娱乐)服务业对美国服务业对美国GDP的贡献的贡献CountryCountry国家国家/地区地区 Percent ofPercent of GDP GDP 占占GDPGDP百分比百分比Hong Kong Hong Kong 香港香港9191United States United States 美国美国 7979United Kingdom United Kingdom 英国英国 73 73Netherlands Netherlands 荷兰荷兰 74 74Australia Australia 澳大利亚澳大利亚 7070CanadaCanada加拿大加拿
6、大6969FinlandFinland芬兰芬兰6767FranceFrance法国法国7777Singapore Singapore 新加坡新加坡 6666SpainSpain西班牙西班牙6868SwedenSweden 瑞典瑞典7171ThailandThailand 泰国泰国4545Germany Germany 德国德国 7070Japan Japan 日本日本7373New Zealand New Zealand 新西兰新西兰 69 69Brazil Brazil 巴西巴西5454India India 印度印度6161China China 中国中国 40 40 Source资料来源
7、:The World Factbook,2007,published by the Central Intelligence Agency www.odci.gov/cia/publications/factbook.Services as a percentage of GDP around the worldServices as a percentage of GDP around the world全球部分国家全球部分国家/地区服务占地区服务占GDPGDP的比重的比重服务的基本概念服务的基本概念Service InnovationService Innovation is critic
8、al to the future success of companies,national economies,and personal quality of life.服务创新服务创新对公司未来成功、国民经济及个人生活质量的提升来说,都是至关重要的OECD Report on Innovation in Services,2005OECD Report on Innovation in Services,2005OECDOECD关于服务创新的报告,关于服务创新的报告,20052005“Boosting innovation in services is central to improvi
9、ng the performance of the service sector.”“推动服务创新是改进服务部门绩效的重心”“The sector has traditionally been seen as less innovative than manufacturing and as playing only a supportive role in the innovation system.”“传统观点认为,服务部门的创新不如制造业,而且在创新体系中仅扮演辅助性角色”Source资料来源:Organization for Economic Cooperation and Devel
10、opment(OECD),“Promoting Innovation in Services,”October 2005The Business Case for Service InnovationThe Business Case for Service Innovation服务创新的商业案例服务创新的商业案例 Cost FocusCost Focus bottom line improvements 以成本为中心以成本为中心底线改良 Productivity enhancements生产率提升 Efficiency of processes流程效率 Systems innovation系
11、统创新 The Business Case for Service InnovationThe Business Case for Service Innovation服务创新的商业案例服务创新的商业案例 Revenue FocusRevenue Focus top line growth 以收入为中心以收入为中心顶线增长 Brand new services推广新服务品牌 Service improvements服务改进 Customer experience顾客体验 Customer loyalty顾客忠诚 Services are not easily standardized good
12、 or bad?服务不容易标准化好或坏?Employees are integral to the service;sometimes they ARE the service员工是服务的一部分;有时他们本身就是服务 Service innovations often require significant changes in consumer behavior服务创新通常要求消费行为作重大调整 Successful service innovation is as much about execution as it is design对成功的服务创新来说,执行和设计同样重要Challen
13、ges for Service InnovationChallenges for Service Innovation服务创新的挑战服务创新的挑战Introduction to the Service Quality Gaps Model服务质量缺口模型简介服务质量缺口模型简介Ruth N.Bolton(2011)Gaps Model of ServiceGaps Model of Service服务缺口模型服务缺口模型The Gaps Model of Serviceprovides a guiding framework and practices for competing throug
14、h service服务缺口模型为通过服务进行竞争提供了指导性框架和最佳实践Ruth N.Bolton(2011)PerceivedService感知的服务感知的服务Expected Service期望的服务期望的服务CUSTOMER顾客顾客COMPANY公司公司CustomerGap顾客缺顾客缺口口GAP 1缺口一缺口一GAP 2缺口二缺口二GAP 3缺口三缺口三External Communications to Customers面向顾客面向顾客的外部沟通的外部沟通GAP 4缺口四缺口四Service Delivery 服务交付服务交付Customer-Driven Service Des
15、igns and Standards顾客驱动的服务设计和标准Company Perceptions of Consumer Expectations 公司 对顾客期望的感知Gaps Model of Service Gaps Model of Service 服务缺口模型服务缺口模型Ruth N.Bolton(2011)Gaps Model of ServiceGaps Model of Service服务缺口模型服务缺口模型 Customer GapCustomer Gap 顾客缺口顾客缺口 the difference between customer expectations and p
16、erceptions 顾客期望与顾客感知之间的差异 Gap 1:The Listening GapGap 1:The Listening Gap 缺口一:倾听缺口缺口一:倾听缺口 not knowing what customers expect不了解顾客的期望 Gap 2:The Design and Standards GapGap 2:The Design and Standards Gap 缺口二:设计和标准缺口缺口二:设计和标准缺口 not having the right service designs and standards服务设计和标准制定不恰当 Gap 3:The Ser
17、vice Performance GapGap 3:The Service Performance Gap 缺口三:服务表现缺口缺口三:服务表现缺口 not delivering to service standards未能按照标准提供服务 Gap 4:The Communication GapGap 4:The Communication Gap 缺口四:沟通缺口缺口四:沟通缺口 not matching performance to promises承诺与表现不一致Ruth N.Bolton(2011)How The Gaps Relate to Each OtherHow The Gap
18、s Relate to Each Other缺口之间的关联性缺口之间的关联性The Customer Gap=f(gaps 1,2,3,4)顾客缺口=f(缺口1、2、3、4)In other words,the Customer Gap results from a Gap in any or all of the other four areas.换言之,从一到四中任何一个缺口或几个缺口的存在都会导致顾客缺口Ruth N.Bolton(2011)ExpectedService期望的服务期望的服务PerceivedService感知的服务感知的服务GAP缺口缺口The Customer Gap
19、 The Customer Gap 顾客缺口顾客缺口Ruth N.Bolton(2011)How Customers Judge Service(s)How Customers Judge Service(s)顾客如何评判服务顾客如何评判服务 Outcome Quality 结果质量 Process Quality 过程质量Ruth N.Bolton(2011)What are the Dimensions of Service Quality?What are the Dimensions of Service Quality?服务质量有哪些维度服务质量有哪些维度?Zeithaml,Para
20、suraman and Berry,Zeithaml,Parasuraman and Berry,Delivering Quality ServiceDelivering Quality Service RELIABILITY可靠性 ability to perform promised service dependably and accurately可以信赖并准确地提供所承诺服务的能力RESPONSIVENESS响应性 willingness to help customers and provide prompt service帮助顾客并提供及时服务的意愿ASSURANCE安全性 emp
21、loyees knowledge and courtesy and their ability to inspire trust and confidence能够激发信任和信心的员工知识、礼貌及其能力EMPATHY移情性 caring,individualized attention given to customers给顾客以关爱和个性化关怀TANGIBLES有形性 appearance of physical facilities,equipment,personnel and written materials实体设施、设备、人员和书面材料的形象 Ruth N.Bolton(2011)E
22、xpectedService期望的服务期望的服务PerceivedService感知的服务感知的服务GAP缺口缺口The Customer Gap The Customer Gap 顾客缺口顾客缺口Reliability可靠性可靠性Responsiveness响应性响应性Assurance安全性安全性Empathy移情性移情性Tangibles有形性有形性Ruth N.Bolton(2011)Your ideas on the Customer GapYour ideas on the Customer Gap你如何看待顾客缺口你如何看待顾客缺口(in Excel at Service(s)W
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- 提升 服务水平 创造 优良 业绩
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