In service business, the service provider reflects the organization realities. It is through the interaction with the staff, that the customer from an opinion of the organization. A service firm may have the latest equipment and all the facilities but yet it may not be able to provide satisfactory customer service due to lack of interpersonal relationship between the service provider and the customer. In such cases the customer develops a negative attitude towards the organization. It is therefore, necessary that the service marketer should develop a high level of interpersonal skill and customer oriented attitude in the employee.
Types of Service Personnel:
In any type of service the customer comes direct in contact with the service provider and therefore is classified further:
1) Customer Contact Employee: These contact employees are very important because they represent the organization and can directly influence the customer satisfaction. The degree of the personnel customer contacts varies so we have:
i) High contact personnel: They are required when the physical presence and interaction of the customer with the employees is for a longer time like hospitals, educational institutions, restaurants etc.
ii) Low contact personnel: They are required when the physical presence and interaction with the customer is for a lesser time, example, retailing, post office etc.
iii) Skilled and professional: E.g. Doctors, lawyers, chartered accountants, engineers etc.
iv) Non professionals: E.g. Courier delivery boys, waiters, helpers etc.
2) Non-contact employees: Those employees who contribute to the service delivery but do not come in contact with the customers are called non-contact employees. They are actually support personnel. They possess high technical skill and are highly competent in their work.
The technical support personnel operate at the back stage and are not visible to the customer Developing Customer Conscious Employee.