Managing the Customer Mix
Copyright © Houghton Mifflin Company. All rights reserved Service Customers and Their Behavior Customer mix Array of people of differing ages, genders, socioeconomic backgrounds, knowledge or experience, ethnicity, and so on who patronize a service organization.
Copyright © Houghton Mifflin Company. All rights reserved Customer-to-Customer Interactions Customer-to-customer interactions are often challenged by crowding and long waits.
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Copyright © Houghton Mifflin Company. All rights reserved Customer-Employee Interactions Friendly Interactions The optimal interaction. Unfriendly Interactions Unfriendly interactions can be highly disruptive. Too Friendly Interactions May delay the service provided to subsequent customers.
Copyright © Houghton Mifflin Company. All rights reserved Customer Training Guidelines Virtually impossible to satisfy all customers with the same service delivery. Significant differences in individuals’ evaluations of other customers’ behaviors are often rooted in easily observable characteristics. Be alert for a tendency among some customers to be less inhibited when they are out of town or among strangers.
Copyright © Houghton Mifflin Company. All rights reserved Customer Training Guidelines (cont’d) Service organizations that attract a diverse customer base should be wary of some customers’ tendency to criticize foreigners. Service organizations should attempt to encourage random acts of kindness among customers. Methods for improving customer-to- customer relationships are needed.
Copyright © Houghton Mifflin Company. All rights reserved Customer Compatibility Management The practice of selecting the appropriate customer mix in an effort to encourage satisfying customer-to-customer relationships when customers are likely to interact yet have different backgrounds or reasons for using the service.
Copyright © Houghton Mifflin Company. All rights reserved Customer “B” Other customers are a component of most service experiences. Captured in models of service encounters as Customer B (Service Model) Audience (Service Theater Model) Participants (7 P’s Model)
Copyright © Houghton Mifflin Company. All rights reserved Managing Customer Rage Customer rage – The expression of mild to extreme anger about some aspect of the service experience.