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STRATEGIES FOR INFLUENCING CUSTOMER PERCEPTION
1.Measure and manage customer satisfaction service quality:
Track the trends, diagnose problems, and link to other customer focused strategies.
2.Aim for customer quality and satisfaction in every service encounter.
Every service encounter is critical to customer retention. Thus many firms aim for zero defects or 100% satisfaction.
Clear documentation of all the points of contact between the organsiation and its customers. Development of understanding of customer expectation by developing appropriate strategy.
3.Plan for effective recovery
When service customers have been disappointed on the first try doing right the 2nd time is essential to maintain customer loyalty. This implies a need for service process and system analysis to determine the root cause of failure and redesign the service system.
4.Facilitate adaptability and flexibility:
The existence of this encounter theme suggested the need to know when and how the system can flexed, and when and how to explain to customers why a
Recruitment and selection procedures can be used to hire employees with strong service orientation whose natural tendency is to be service minded. Strong service culture, employee empowerment, effective supervision and monitoring should be done.
6.Help employees cope with problem customers:
Employees need appropriate training and tools to deal with problem customers. Training the customers is essential so that they know what to expect and know the appropriate behavior in the situations.
7.Manage the dimensions of quality at the encounter level:
Whenever the customer is encountering the service, the service firm should take measures to maintain the dimensions of service of service quality.
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