Increasingly customers are expecting more and better service. As such, companies need guidelines and framework for addressing these increasing demands. The concept of process completeness helps us look at service from the customer’s point of view, to take probably the only perspective. Process completeness is achieved when a business service delivery system corresponds to the typical width of the customer expectations. While customers think in terms of services (eg, I need a flight, a hotel, ai … Read More »

Increasingly customers are expecting more and better service. As such, companies need guidelines and framework for addressing these increasing demands. The concept of process completeness helps us look at service from the customer’s point of view, to take probably the only perspective. Process completeness is achieved when a business service delivery system corresponds to the typical width of the customer expectations. While customers think in terms of services (eg, I need a flight, a hotel, airport parking, Wi-Fi), companies think in terms of individual services (eg we can provide a flight). There are four basic service systems: (1) transaction you perform a basic requirement and nothing else, (2) process handling all related fixed service requests through one touch point (3) Allianz handling service requests via a single point of contact about joining a static fixed selected alliance of service partners, and (4) Agility handling service requests through a single point of contact about joining a dynamic customer selected alliance of service partners. In addition to exploring the four service systems, This paper introduces managers regarding the selection and implementation of appropriate service strategy that meets their typical customer expectations process completeness.
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from
Gabriele Piccoli,
Kathryn Brohman,
Richard T. Watson,
A Parasuraman
Source: Business Horizons
10 pages.
Release Date: 15, July 2009. Prod #: BH339-PDF-ENG
Process completeness: Strategies for aligning service systems with customers service needs HBR case solution