Page 282 - DMGT510_SERVICES_MARKETING

Unit 14: Service Strategies

Train your servers to be Friendly Notes

Greeting the customer by name, or providing some other special attention, can go a long way
toward overcoming the negative feeling of a long wait. Rather than servers being told to just
“be friendly,” psychologists suggest they be told when to invoke specific friendly actions such
as smiling—when greeting customers, when taking orders, and when giving change (in a
convenience store). Tests using such specific behavioural actions have shown significant increases
in perceived friendliness of the servers in the eyes of the customer.

Encourage customers to come during the slack periods

Inform customers of times when they usually would not have to wait; also tell them when the
peak periods are—this may help to smooth the load.

Example: In a bank, personnel can inform the customers about the heavy load hours and
request them to come during slack periods.

Take a long-term perspective toward getting rid of the queues

Develop plans for alternative ways to serve your customers. Where appropriate, develop plans
for automating or speeding up the process in some manner. This is not to say you want to
eliminate personal attention; some customers expect this.


Opening a Hair Salon Business
Caselet

Article by Eric Powers
For customers, using an appointment-driven service like a hair salon means waiting.
While waiting is the expectation of customers, the nature of the waiting experience can
make a major difference in what they think about your salon and even overshadow the
services you offer.
Start your planning of waiting line management by considering how you would like to be
treated when waiting. Look also at what competitors in your local market, both for ideas
and for mistakes. If you have a location in a mall or shopping centre, it can be easy for
customers to shop or take care of errands elsewhere while they wait their turn. The
downside of this for your business is that you can lose out on further engaging your
customers during that time, whether by having them look at hair style options in magazines
or brochures or consider the products you have for sale. Also, you run the risk of waiting
for the customer if they have wandered too far when you are finally ready for them.
Having a comfortable and even entertaining waiting room does require investment and
upkeep, but it can be a valuable tool to improve the customer waiting experience. Product
displays, TV screens, magazines, and other items can improve this space, as can a water
dispenser or other refreshment options. If you serve children at your salon, the needs of a
waiting room take on a whole new character. Parents will be extremely appreciative if
you take care to provide activities and entertainment to occupy their kids as they wait, and
may not mind a longer than average wait as it will by more quickly for them.
Contd...

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