Service Excellence in Organizations, Volume I: Eight Key Steps to Follow and Achieve It

156 Pages·2019·10.881 MB·English

by  Fiona Urquhart

THE BUSINESS Service Excellence in U Service Systems and Innovations in
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EXPERT PRESS Q Business and Society Collection
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DIGITAL LIBRARIES H
A Jim Spohrer and Haluk Demirkan, Editors
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EBOOKS FOR Eight Key Steps to Follow and T
BUSINESS STUDENTS
Achieve It, Volume I
Curriculum-oriented, born-
digital books for advanced Fiona Urquhart
business students, written
by academic thought This book explores the basic tenets of service excellence, opening
Service
leaders who translate real- to distinguish customer service from service excellence, and
explore the driving aspects of strategy and philosophy. The brand
world business experience
promise to customers creates expectations; hooks targeted and
into course readings and
segmented customers into a relationship. Service operations Excellence in
reference materials for
deliver expectations, delight, or on occasion, disappointment, and
students expecting to tackle
marketing responds to create loyalty, further delight, or recover
management and leadership
the relationship. Organizations
challenges during their
Freshness of product or service offering, the injection of a
professional careers. characterful sense of fun, and sensitive personalization of service SE
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POLICIES BUILT combine to deliver an authentic, pleasurable and memorable V
BY LIBRARIANS service experience prompting much sought loyalty and advocacy. IC Eight Key Steps to
In turn, staff are happy, profi ts rise and the organization has long- E E
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and printing bed to excellence as the foundation of value that the organization N
• Perpetual access for a delivers. Both contain practical examples and a self-assessment CE
one-time fee diagnostic tool to identify organizational areas of strength, and IN Volume I
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maintenance fees R
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• Free MARC records Fiona Urquhart, MBA, FCIM, FIC, after a retail grounding with the A
John Lewis Partnership, Fiona gained an MBA from CASS Business N
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School. She leads Durham University’s MBA module on service Z
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The Digital Libraries are a excellence, having previously taught for the Open University. She T
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comprehensive, cost-eff ective developed AC Nielsen’s EPOS based research service, Scantrack, O
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way to deliver practical and a pilot EFTPOS service for retail clearing banks. Fiona provides S Fiona Urquhart
treatments of important consultancy to diverse service and manufacturing companies, and , V
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business issues to every L
training at various corporations, making use of problem based U
student and faculty member. M
learning to create practical learning situations and encourage
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refl ective learning. She has delivered a series of interactive I
workshops for several European universities to research PBL in the
context of entrepreneurial learning, and will present her fi ndings
For further information, a at a number of global conferences. You can see more about Fiona
free trial, or to order, contact:  here https://www.linkedin.com/in/fi onaurquhart1/
[email protected] Service Systems and Innovations
www.businessexpertpress.com/librarians in Business and Society Collection
Jim Spohrer and Haluk Demirkan, Editors
ISBN: 978-1-63157-701-7
Service Excellence in
Organizations

Service Excellence in
Organizations
Eight Key Steps to Follow and
Achieve It
Volume I
Fiona Urquhart
Service Excellence in Organizations: Eight Key Steps to Follow and
Achieve It, Volume I
Copyright © Business Expert Press, LLC, 2019.
All rights reserved. No part of this publication may be reproduced,
stored in a retrieval system, or transmitted in any form or by any
means—electronic, mechanical, photocopy, recording, or any other
except for brief quotations, not to exceed 400 words, without the prior
permission of the publisher.
First published in 2019 by
Business Expert Press, LLC
222 East 46th Street, New York, NY 10017
www.businessexpertpress.com
ISBN-13: 978-1-63157-701-7 (paperback)
ISBN-13: 978-1-63157-702-4 (e-book)
Business Expert Press Service Systems and Innovations in Business and
Society Collection
Collection ISSN: 2326-2664 (print)
Collection ISSN: 2326-2699 (electronic)
Cover and interior design by Exeter Premedia Services Private Ltd.,
Chennai, India
First edition: 2019
10 9 8 7 6 5 4 3 2 1
Printed in the United States of America.
Dedication
This book is dedicated to Dr. Don Watts, a beloved friend, an i nspirational
teacher, and the first person who made me love learning. His field of aca-
demic study was a long way from mine, but he captured my imagination
and gave me the greatest gift—belief in myself. Sadly, he died a week
before I completed the book, but his memory lives in the book and in
my heart.

Abstract
This book is structured in two volumes. Volume I deals with the basic
tenets of service excellence, while Volume II suggests mechanisms, tools,
and techniques to help embed to excellence as the foundation of value
that the organization delivers. Both contain practical examples used by
some of the companies we know and love; both also contain a self-assess-
ment diagnostic tool that enables organizations to identify where they
have built significant strengths in terms of service excellence and where
opportunities to enhance their operations exist.
In this first volume, the first chapter introduces the distinction
between customer service and service excellence and some of the drivers
behind this. The way in which the brand acts to draw the customer into
a relationship is covered in the second chapter. The third chapter explores
aspects of the customer, their behavior, and experience that any orga-
nization needs to understand intimately in order to be able to offer a
sensitive and responsive service. A huge element of effective service provi-
sion and relationship building is trust, and this is the subject of the fourth
chapter. The fifth and the final chapter addresses the quality aspects of
service and the way in which some organizations regularly go above and
beyond expectations to delight their customer, keep them coming back,
and make them rave about the experience they have in their relationships
with the organization.
Keywords
customer delight; brand engagement; service drama; servicescape; cus-
tomer activity cycle; brand authenticity; customer relationship manage-
ment; loyalty; advocacy; partnering; customer lifetime value; touchpoints;
product/service lifecycle; change drivers; innovation; design thinking;
service development; service blueprint; service dominant logic

Contents
Chapter 1 Introduction to Service Excellence ....................................1
Chapter 2 Entice .............................................................................13
Chapter 3 Ensure Quality................................................................49
Chapter 4 Establish Trust ................................................................69
Chapter 5 Exceeding Customer Needs and Expectations ...............107
About the Author ��������������������������������������������������������������������������������137
Index �������������������������������������������������������������������������������������������������139