A Systems Approach to Service Quality
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Rather than take the usually futile approach of repeatedly addressing the symptoms of service problems, managers should dig deeper until they reach the root causes of those problems. Even better is to enlist employees’ participation in determining the causes. To that end, managers could apply the time-tested approaches from total quality management and systems thinking, including the “5 Whys” (repeatedly asking why until the cause is revealed) and process flowcharting (creating a timeline of the service process). The process of listing hot spots and touch points can help work groups see where problems exist (hot spots) and identify chances to impress guests with excellent service (touch points). Managers can also use an employee-tools grid, which lists specific steps that can be taken to improve service in any of the following five categories: (1) define and communicate issues, (2) train and educate employees, (3) improve processes, (4) evaluate results and provide feedback, and (5) celebrate successes.
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