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  • Towards a zero-defect customer service

    SERVICE failure is a nightmare not only for customers but for service providers too. In the hospitality industry, even top-rated employee training and well-orchestrated policies cannot guarantee a zero-defect customer experience.

    Apart from consistently satisfying customers’ expectations and handling the failures, the hospitality industry is also continuously challenged to find ways to reduce costs without sacrificing quality standards.

    Since service recovery requires costs and not all customers contribute equally to the organisation’s profit, the manager is faced with two big tasks: to identify “which are the profitable customers to retain” and “how to remain cost-effective without compromising on the guests’ perceptions of value”.

    Although companies are encouraged to recover every customer — arguing that long-term relationships with customers will ultimately lead to profit — in a real business situation, operations-wise, it is neither practical nor applicable, since recovery service might involve high costs…

    Originally published in Daily Express, Independent Newspaper of East Malaysia

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