1. Customer-Defined Service Standards
Chapter 10
Customer-Defined Service Standards
Factors Necessary for Appropriate Service Standards
Types of Customer-Defined Service Standards
Development of Customer-Defined Service Standards

2. Service Standards Customer-Defined Standards Company-Defined Standards
Standards are based on the most important customer
expectations and reflect the customer’s view of these expectations.
Customer-Defined Standards
SOURCES
Customer Expectations
Customer Process Blueprint
Customer Experience Observations
SOURCES
Productivity Implications
Cost Implications
Company Process Blueprint
Company View of Quality
Company-Defined Standards

3. Customer Service Report Card for Puget Sound Energy

4. Standards… HARD STANDARDS AND MEASURES SOFT STANDARDS AND MEASURES
Things that can be counted, timed,
or observed through audits (time,
numbers of events)
SOFT STANDARDS AND MEASURES
Opinion-based measures that cannot
be observed and must be collected by
talking to customers (perceptions, beliefs)

5. Examples of Hard Customer-Defined Standards

6. Examples of Soft Customer-Defined Standards

7. Example of Customer-Defined Service Standards at Circuit City
Initial Sales Contact with Circuit City in Store
act in a professional and courteous manner
ask customer what he or she is looking for
offer to be available when needed if customer not ready
ask customer several questions about specific needs or wants
educate the customer about products in category
explain the differences between products (such as TVs) that customer is considering
be honest about options and price
Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.

8. Example of Customer-Defined Service Standards at Circuit City
Checkout at Circuit City in Store
act in a professional and courteous manner
probe customer to assure that product meets needs and reduce any anxiety and uncertainty that the customer might feel
explain the warranty service that accompanies the product
using what is known about the customer, explain the Circuit City customer service agreements that extend the warranty
explain the differences between CSA options, being sure to relate them to what the customer needs
encourage purchase, and fully explain how to implement CSA
Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.

9. Example of Customer-Defined Service Standards at Circuit City
Post-sale Follow Up
telephone customer within next 7 days to ask how TV is operating
ask if client is ready to schedule first service
if client is ready, establish date for first service
send out postcard one week in advance of first service call to remind customer and explain what needs to be done
Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.

10. Example of Customer-Defined Service Standards at Circuit City
Annual Follow Up
send customers reminder cards that they have either used the service or are due for a service call
two weeks after mailing card, call customers who have used service and assure that they are satisfied both with product and service
call each customer who has not used the service and schedule a “maintenance check-up” where service provider goes to home and checks and tunes television
Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.

11. Soft Standards at Toyota in Japan
Standards for salespeople patterned after samurai behaviors:
assume the samurai warrior’s “waiting position” by leaning five to ten degrees forward when a customer is looking at a car
stand with left hand over right, fingers together and thumbs interlocked, as the samurais did to show they were not about to draw their swords
display the “Lexus Face,” a closed-mouth smile intended to put customers at ease
Samurai warrior
“waiting position”

12. More Soft Standards at Toyota in Japan
Standards for salespeople patterned after samurai behaviors:
when serving coffee or tea, kneel on the floor with both feet together and both knees on the ground
bow more deeply to a customer who has purchased a car than a casual window shopper 
stand about two arms’ lengths from customers when they are looking at a car and come in closer when closing a deal
point with all five fingers to a car door’s handle, right hand followed by left, then gracefully open the door with both hands