Client based thinking. Unit 1 Introduction Mieke de Droog, M.A. 18 April

Students expectations on content 1. What are your expectations of this module “client based thinking”? 2. Why should a module on client based thinking be an item in the curriculum of OGM? 2

Mutual expectations on roles 1. What do the students expect from the lecturers regarding this module? 2. What do the lecturers expect from the students regarding this module? 3

Lecturers expect from students 1. Respect for lecture and other students 2. Active class participation & responsibility 3. Eagerness to learn 4. Eagerness to contribute to our society 5. Enthusiasm 6. Achievement of the objectives & competencies 4

1. Interactive lectures 2. Customer service training games 3. Preparation of reading assignments 4. Discussing reading questions and videos 5. Individual written assignments 6. Written assignments in groups of 3 (4) 7. Give and receive feedback from peers 5

Individual assignments (70%) Group assignments (30%) Importance of due dates 6

1. 19 April 1.00 pm. D1* April pm. A April 1.00 pm. D2* April pm. B May 4.00 pm. D3* May pm. E1/E2 (group) May pm. C May pm. draft F (group) May pm. Final F (group)* May pm. A2 * A sufficient grade is mandatory 7

4 ECT: 112 hours; 16 units Contact hours ba2: 32/Non contact-hours: 80 Reading : 244 pages: 6 = 41 hours Individual writing assignments: A1 Mind map I = 1.5 hours A2. Mind map II = 1.5 hours B. Characteristics = 4 hours C. Quality of service = 4 hours Individual reading assignments: D1. Reading questions. Chapter 1. Gastelaars = 2 hours D2. Reading questions. Chapter 3. Gastelaars = 2 hours D3. Summary. Chapter 5. Gastelaars = 4 hours Group writing assignments: E1. Characteristics of research organization = 2 hours E2. Design of the primary process = 4 hours F1. Draft- theoretical framework = 10 hours F2. Final- theoretical framework = 4 hours Total non-contact-hours = 80 hours ) 8

Link with other modules 1.Research in organization 2.PSP4 3.Look back to the modules “Introduction to governance of political institutions” and/or “Governance, Policy and Organization” 9

1.Introduction/reading skills (ba1) 2.Debates about public organizations 3.Service management 4.Core services and client relation ships 5.Diversity of services and of service characteristics 6/7. (Re) construction of the primary process of service delivery, the perception of the client and associated quality criteria 8. New Management: about process and control Theoretical Framework (What) 10

9. Quality of service 10. Theoretical framework research report/ academic reading skills (ba2) 11,12,13 Quality of service /service games 14. Professional responsibilities/ academic reading & writing skills (ba1/ba2) 15/16. Theoretical frame work/Closure Theoretical Framework (What) 11

The module explores the identity of  the clients in the organization  the public organizations 12

This module explores the diversity of:  (public) services  client experiences  professional roles 13

This module encourages students to  reflect on sustainability of service to clients in (Aruban) public organizations  “redefine” the services they professionally (will) deal with 14

This module explores the importance of  Client participation  Optimal social interaction between professionals and clients. 15

Why is it important to have insight in the quality of (public) service? 1. Public money must be spent as good as possible (effective, efficient, qualitative and according to the needs of the society) 2. Good quality of service leads to clients satisfaction 3. Insight in the (lack of) quality of service can contribute to improvement of that quality 16

Reasons why management of quality in a service organization requests a special focus 1. In the eyes of the customer, the quality is not only determined by the final product but also by the process 2. A service can vary from place to place and from employee to employee 3. Clients vary in the demands they have and the role they can and want to perform in service. 17 Van de AA & Elfring (2003), Chapter 4

 The client determines the quality 18  Quality should be seen as the proportion between what clients (may) expect and what they ultimately experience Van de AA & Elfring (2003), Chapter 4  This means that quality begins with the question: What do we know about the expectations and experiences of our clients? What is the relation of client expectations and (public)service?

What could be criteria of service? 19

20 The 10 quality dimensions of SERVQUAL Zeithaml, Parasuraman & Berry, Tangible aspectsThe appearance of things like buildings, equipment, personnel and communication materials 2.ReliabilityThe promised service is delivered correctly and accurately 3.ResponsivenesThe organization helps clients and is immediately ready for them 4.CapabilityEmployees have the requisite knowledge and skills 5.CourtesyEmployees are kind and friendly and show respect for clients. 6.CredibilityThe organization is credible and honest. 7.SafetyThe service is free of hazards and risks. 8.AccessibilityThe organization is accessible and contact is made easily. 9.CommunicationThe organization listens to the clients and communicates in understandable language. 10.UnderstandingThe organization studies the client and his needs 1990

What could be criteria of service? 21

Importance of the 5 main dimensions of quality 22 1.Betrouwbaarheid 1.Reliability (32%) 2.Reactievermogen2.Responsiveness (22%) 3.Zekerheid3.Assurance (19%) 4.Invoelend vermogen4.Empathy (16%) 5.Tastbare aspecten5.Tangible aspects (11%) Zeithaml, Parasuraman,& Berry, 1990

23 Each model has its limitations. It is important to take that into account. The SERVQUAL model focuses on quality dimensions that are very common in nature. It is therefore important to tune in the research to the type of service. Van de AA & Elfring (2003), Chapter 4

Opzoeken in hfd 4 Verwijzen naar student expectations 24

What means the concept client based thinking? The concept Client based thinking means that you consider your clients as a very important factor of services and that you ask yourself as an organization for example: 1. Who is our client? 2. What service(s) do our clients need? 3. What are the expectations of our clients? 3. What is/are our (core) service(s)? 4. What does our core service mean for our client relationship? 5. What does our core service mean for the role of the professionals? 6. What is the client’s role in our service? 7. Can we provide our clients the qualitative service that they need? If so, how? 25

Assignments: D1. Answer the reading questions of unit 2. Chapter 1. Gastelaars (2009) and send them via to: and before 19 April 1.00 pm 26

Grading Assignment D1 and D2. Reading questions. Chapter 1 and 3. Gastelaars (individual) (each 2%) (Mandatory Rubrics 0not available 1poor All questions are poor or not correctly answered and grammar and spelling are insufficient 2insufficient The most questions are in-sufficient answered and/or grammar and spelling are insufficient 3sufficient The most questions are sufficient answered; grammar and spelling are sufficient 4good All questions are answered correctly; grammar and spelling are correct; assignment is handed in before due date 5excellent All questions are answered excellently; grammar and spelling are excellent; assignment is handed in before due date 27

Assignments: A1. Mind Map 1. Go to and create an account for your personal use. 2. Create a Mind Map of the concept client based thinking using bubbl 3. Save your Mind Map in bubbl 4. Export it as a JPG image 5. Give your JPG image your name and the date 6. Send your first Mind Map in JPG via to and before 19 April 2011, pm 28

Grading Assignment A1 Mind Map (Individual) (10%) Rubrics 0 not availablenot available in JPG format 1poorless than 5 concepts related to the topic submitted in JPG format 2insufficient5-8 concepts related to the topic submitted in JPG format 3sufficient8-10 concepts related to the topic submitted in JPG format 4good 10 concepts related to the topic submitted in JPG format; assignment is handed in before due date 5excellent more than 10 concepts related to the topic submitted in JPG format; Assignment is handed in before due date 29

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