Standardization of Intangible Dimensions of Service

Abstract

Standardization of Intangible Dimensions of Service Quality By Visual SOP Mr. Rajinder Singh, Mr. Ashish Gupta: Mahindra Institute of Quality Standardization of the tangible dimensions of service quality is becoming easier day by day due to advent of technology but at the same time there are challenges in standardization of Intangible dimensions of Service Quality. Visual SOP can prove to be a useful tool to standardize these dimensions and build a service excellence culture in the organization. Findings: Service Quality Measurement has five major dimensions of Responsiveness, Reliability, Empathy, Assurance and Courtesy. Today all the service companies are focusing on responsiveness and reliability by adopting technology and engaging customers thorough online/ mobile platforms to provide instant feedback to queries and regular updates of their transactions. The challenge for most service companies is to deliver on the dimensions like Assurance, Empathy and Courtesy as it is difficult to monitor the behavior of all frontline staff and their reactions to unusual service encounters. Rarely customer complains about behavior issues if their main concerns are resolved but these dimensions have a huge impact on Service Experience and Customer Retention. Organization which delivers high degree of Service excellence spent a huge amount of time to educate and train staff for these possible issues but the challenge is capture these issues and develop standard practices of behavior in customer interactions. Visual SOP: The combination of Audio video and graphics is combined to give an actual feel of Service Operations and highlights the key steps and the common pitfalls in the service delivery process. The purpose of the paper is to highlight the various challenges faced by Service Sector Operation in standardization of the intangible dimensions of Service quality and how Visual SOP stands out as an effective tool to highlight and develop working standards to build a unique customer experience is achieved with consistent and accurate service delivery. Application and Key Benefits: We have implemented the Visual SOP in processes in Resort operations as well as Insurance Industry. Examples are 1. Wine Service in a Restaurant 2. Collecting Insurance Documents from a Customer Sector Automotive Hospitality Financial Services Automotive

Area Customer Handling at Dealerships Guest Check in Process Cash Collection at Branch Spares Business

Key Benefits Improved CSI Scores and Effective training to Service Personnel at dealerships Reduced Check in Time at the same time ensuring all the steps are followed Improved Turnaround times with better customer experience Reduction in customer claim PPM with significant improvement in Audit scores

Originality: Huge amount of resources are spent in educating and training staff about the intangible dimension of service quality but with limited result. Also, Customer expectations are changing constantly due to intense competition and ease of information availability. Visual SOP stands out as a very effective tool to engage the employees and train them to develop a Service excellence mind set. ==========