The customer’s job: promoting the company
In some cases the customers job may include a sales or promotional Element. As you know, service customers rely heavily on word of mouth endorsements in deciding which providers to try. They are more comfortable getting a recommendation from someone who has actually experienced the service them from addressing the service than from advertising alone. A positive recommendation from a friend, relative, colleague or even an acquaintance can pave the way for a positive service experience. Many service organizations have been very imaginative in getting their current customers to work as promotes or Sales people.
Individual difference: Not everyone wants to participate. In defining customers job it is important to remember that not everyone will want to participate. Some customers segments enjoy self service whereas others prefer to have the service performed entirely for them. Foe e.g. In health care, it is clear that some patients want lot of information and want to be involved in they own diagnosis and treatment decisions. Others simply want the doctor to tell them what to do. Despite these, there are still large numbers of customers who prefer human high- contact delivery rather than self-service., Because of these differences in preferences, most Companies find they need to provide service delivery rather than self service. Because of these differences in preferences most companies delivery choices for different markets segments.
Often an organization can customize its service to fit the needs of this different segment those want to participate & those who prefer little Involvement.
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