MANAGEMENT
JOB DESIGN
AND
WORK ORGANISATION
, Importance of Service
Personnel
• Help maintain firm’s positioning. They are:
– A core part of the product
– The service firm
– The brand
• Frontline is an important driver of customer loyalty
– Anticipate customer needs
– Customize service delivery
– Build personalized relationships
• Key driver of productivity of frontline operation
• Generate sales, cross-sales and up-sales
,Front Line in Low-Contact Services
• Many routine transactions are now conducted
without involving front-line staff, e.g.,
– ATMs (Automated Teller Machines)
– IVR (Interactive Voice Response) systems
– Websites for reservations/ordering, payment etc.
• Though technology and self-service interface is
becoming a key engine for service delivery,
front-line employees remain crucially important
• “Moments of truth” affect customer’s views of
the service firm
, Cycle of Failure