Cycles of Service

I have often found it a real chore to make people managers and liaison with the public to change their views and sell the product as seen by the customer. The years of conditioning and familiarity with a service operation tend to distort our perceptions. The technique I find most useful in helping people change their views is asked to think about your product in terms of service cycles. A service cycle is the union still must go through moments when you experience our customer service. So the customer thinks in terms of experiences, satisfaction and promptness.

Usually think only from the perspective of having a need and have to take measures to meet it. The client thinks in terms of a goal: I want a place to put my money, I want to eat something good in a nice place, I want to clean the teeth, I want to see better, I want to be on time for the meeting, I want my food arrives hot want my parcel arrives on time.

It is common for companies to make false promises because of the way the business is organized. If the customer has a problem complicated or unusual non-routine or a need for which the business does not have a "system" seems especially difficult for the organization to react to the customer from the point of view of their necessity and not from the perspective of its internal structure. Many have been frustrated repeat business because people probably could not have access to someone who cared about their problems or to calm their concerns, rather than for any other reason.

The concept of cycle service helps people to collaborate with the client, making reorganizing the images of what is happening.

Like the concept of moment of truth, the cycle of service is a powerful idea to help the people in charge of the service to change your point of view and see things as they see customers. Analyze and improve service cycles is a fundamental part of the process of "engineering" service management.

But as it is constituted a CYCLE SERVICE., The life cycle is characterized by a consensus of the gurus of the service through 4 stages:

INTRODUCTION:

At this stage there is a slow growth of the organization because:

- The company may have difficulties in recruiting all staff who need to hire the new service.

- The company needs to develop the details of the service. Find ways to improve service delivery.

- Getting customers to accept the service.

At this stage the costs are high due to high costs of promotion, the main efforts are aimed at buyers who are more likely to buy.

GROWTH:

The organization grows, new competitors taking advantage of market opportunity, the organization must achieve growth as quickly as possible.

To try to extend this phase you can:

- Improve the quality of service

- Uphold the competitive service.

- Seek new market segments in which to enter

- Differentiate the service.

- Direct communication based on the conviction to buy

MATURITY:

The rate of growth slows, sales stabilize, prices are reduced, there are efforts in research and development to find better deals, trying to improve the marketing mix and reinforces the CRM.

DECLINE:

Significantly lower sales, prices fall, the services become unprofitable or low-cost fees, the organization will be eliminated or redesigned to re-launch.

In future articles we will discuss one by one service cycle stages and how to become an essential tool for growing our business and achieve the loyalty of our customers.

Oscar Javier Zambrano Valdivieso

BUSINESS CONSULTANT

zambranoscar@gmail.com

3003007683