Educating Customers
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Educating Customers


welcome to the session on services marketing
with the practical approach (refer time 00:26) uh we will go to the next lesson number 22
for educating customers we have already seen how internal customers that is internal employees
should be satisfied such a way that they are able to satisfy the customers now customers
external customers are the second part of the people second group of people who are
hmm who may be co producing the services so we look at customer co-production of services
and customer participation strategies (refer time 00:59) so as concluded in an earlier
lesson we would be discussing the role played by customers during service delivery you will
recall that services are produced by employees and consumed by customers simultaneously hence
customers must know the role that they would be expected to play at a particular service
facility they must be educated and trained if necessary to play appropriate roles at
the service outlet so that they can get the benefit of service most customers learn their
roles while growing up in life however they may not know the best role that they can play
at a new service facility . take the case of customers waiting to receive medicines
at a hospital pharmacy ordinarily customers would submit their request for medicines and
wait anxiously at the delivery counter for their medicines in case there are many people waiting
for their medicines each person has to stand in a a for a long time to receive their medicines
few chairs might be placed near the counter for the patients to wait but they might not
consider being seated rather they would stand anxiously around the counter to check that
their request receives due priority other people do not get their medicine out of turn
and the pharmacy employees do not delay delivering their medicines out of plain laziness this situation
used to take place at a hospital pharmacy and is commonly encountered is most hospital
pharmacies . why don’t the customers choose to sit down rather than stand anxiously one
reason is that they are not advised to do so when they are advised to be seated through
appropriate posters and when they perceive that pharmacy employees strive to fulfil their
medicine requests as early as possible the customers would relax and wait
patiently while being seated instead of crowding around the delivery counter that would enhance
customer satisfaction as they would be sitting patiently instead of standing anxiously in
this case appropriate communication and employee training would help deliver a better experience
to the customers in this way education and training can be helpful for customers to receive
their services in a better way and customers would be more satisfied in this manner hence
customer education is an important aspect of superior service delivery this aspect has
been discussed in the following paragraphs . so as discussed earlier customers get more
involved in service production as compared to products as service production and consumption
takes place simultaneously research studies indicate that customers are usually more satisfied
with the outcome of the service when they are allowed to take responsibility
for co-producing this service outcome and take credit for themselves when the outcome
is better than expected while blaming themselves when the outcome is worse than expected although
some customers do not like to participate in co-producing a service and expect full-service
from the service provider and pay for the same others might actually enjoy producing
a good amount of service themselves particularly when it adds value to them for
instance many customers having access to the internet find it both enjoyable and beneficial
to do their banking and ticketing jobs from their computer and rarely visit the service
providers offices for those services you must have noted that there can be several segments
of customers along the co-production continuum as identified by Meuter and Bitner in 1998
the co-production continuum is shown next so 6 customer segments based on their readiness
to co-produce the service . some segments would demand full-services others part services
and finally some would enjoy complete self-services what should the company’s orientation be
in the above case we can easily figure that out provided we have learnt the right marketing
orientation by now a customer oriented company would give each customer segment exactly what
the segment desires and price them for the services offered
in each case that would keep the customers most satisfied as they would be receiving
what they want simple is not it . then we look at the ahhh figure showing customer co-production
continuum so the customer co-production of services so you the see the orange line as
the continuum from the first type to the sixth type of co-production so here in the first
one there is customer production or self service so the customer pumps oil and pays
at the pump automatically with card and the last one is the company production that is
full-service so the attendant pumps oil and takes payment from the customer so this is
the full-service provided by the company while this is self service provide done by the customer
so here the customer is producing service while in this case the company is producing
the service in between there are ahhh 5 more sorry 4 more points so the second point is customer
pumps oil and goes inside the station to pay the next one is customer pumps oil and attendant
takes the payment then the fourth one is attendant pumps oil and customer pays automatically
with card then the attendant pumps oil and customer goes inside to the station to pay
and finally there is the full service with the company produces for the customer so this
is the customer co-production continuum we introduced and discussed the issue of customer
co-production of services in this lesson we will discuss various customer participation
strategies in the next lesson . so what are the customer participation strategies define
customer jobs educate train and reward customers manage customer mix for compatibility . so
once we come to know the participation preferences of our target customer segment we can employ
various customer participation strategies as discussed in the following paragraphs define
customer jobs customer participation should not be
left to the fancies of the customer otherwise quality productivity and customer perception
and satisfaction with the service are likely to be affected adversely accordingly customer
roles must be carefully designed in to the process of service delivery customer roles
can include helping oneself as in the case of ginger hotels or helping others as in the
case of alcoholic anonymous where members help and support each other customers can also be recruited to promote
the company in the return for incentives for instance companies can allow free passes to
customers on their anniversary to the disco and request to bring some of their friends
along for free the company now gains additional customers from this exercise similar exercises
of customer referrals can be rewarded with 2 fold gains: the company gains new customers
and customers remain attached to the company while remembering the pleasant experience
associated with earning the rewards . once the roles are ascertained the benefits to
the customer and the company are ascertained saving precious time and avoiding the perils
of waiting in a queue are the benefits that customers would generally receive from co-producing
a service at this stage the company can also ascertain what portion of the benefits in
terms of the saved wages etc can it pass on to the customers next educate train and reward
customers now the company has to educate and train the customers to perform
their roles effectively and efficiently as mentioned earlier this step is extremely important
for ensuring optimum productivity quality and satisfaction of the customers the customer
script is prepared at this stage and the mode of training the customer is chalked out appropriate
codes of conduct related to smoking arrival time etc are also established for the customers
and the communication is planned such that the customers are able to accept and abide
by them for instance when the state bank of India launched ATM services its personnel
went out with elderly customers to show them how they could operate the ATM while apprising
them the benefits and rewards of using the facility help-line numbers are also given
so that customers can seek help if they failed their self service for some reason this process
can reduce consumer anxiety and give them a sense of comfort security confidence and control over
the processes this would make their participation novel interesting and satisfying over and
above the benefits they are to receive as a result of co-producing the service . third
mange customer mix for compatibility when different segment of customers are to receive
our services they have to be managed for compatibility the easiest methods is to physically separate
the segments and design the servicescape keeping their tastes
in the view another method is to call different segments at different time periods convenient
for the segments even the service personnel can be chosen to match the personality characteristics
of the customer segment with that of the service provider compatibility management can become
particularly difficult when several customers have to share the same facility in close proximity
with each other as in a bus or airplane in such cases it is useful
to formulate the code of conduct for the customers training them to be sensitive to others needs
can help customers in receiving a smooth service experience . in the next lesson we would look
at managing service delivery channels Thank you for watching this lesson uhhhh i hope
it helps

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