Quality Progress - August 2015 - 42

3.4 PER MILLION BY T.M. KUBIAK Reality or Illusion? The harmful impact poor service quality can have on customers LATELY, I'VE FELT like Howard Beale, modating. Customers the character in the 1976 movie "Net- appreciate this and work," who has gone over the edge. I've reward these organiza- been exposed to so much mediocre ser- tions with their loyalty. vice quality, I'm at the brink of screaming Other organiza- one of Beale's most famous lines in the tions that merely movie: "I'm mad as hell, and I'm not going tout service quality to take this anymore."1 generally have rigid Maybe it's understandable, sometimes, policies, high employee to react this way. As quality professionals, turnover, serve a niche we tend to see poor service quality and market or even have a its related process solutions more readily monopoly (such as some utility compa- time by establishing a system of poor com- than others. But when we're constantly nies) on business. They don't seem to munications at a critical point of customer bombarded by poor service quality, some- understand what constitutes true service service. times it gets to the point where enough is quality-other than using it as a sound 2. Repeat requests. Many organiza- enough. bite for public relations. Unfortunately, tions require callers to enter relevant infor- most organizations I have dealt with in my mation about the call into their interactive personal life fall in this category. voice response (IVR) system. On occasion, Most of the time, we catch ourselves before reaching that point. As quality pro- those calls are transferred to representa- fessionals, however, we must never forget to encourage organizations to ingrain Poor service quality examples tives who request the same information. quality in their operations and workplace Every day, we all play the part of custom- Again, this step wastes customers' time. cultures, take service quality seriously, ers. I've had the chance to play that role a Moreover, organizations make it diffi- and become a constant quality advocate lot lately during the last few months while cult and sometimes impossible to reach to change mindsets and behaviors. Now is relocating from North Carolina to Arizona. representatives. This is an example of poor the time to get more organizations to take Along the way, I've encountered several service quality by denial of service. on this growing problem of lack of service organizations with suspect service quality quality that is pervasive in our society. or no service quality whatsoever. The lengthy rundown (you can read 3. Lack of process knowledge. Often, a customer service-related process relies on the individual representative's ability to Service quality a differentiator more online on this article's webpage know what to do. During a recent inquiry All else being equal, service quality is of- at www.qualityprogress.com) includes related to my email account, a representa- ten a differentiator for organizations that some anecdotes related to my move, and tive used the words, "Sure, we do that all can result in enormous benefits or mis- other stories that have been boiling to the the time," suggesting the presence of an fortune. Many organizations have feigned surface over the years. I'm certain you can underlying process. Well, that turned out service quality to customers (for example, relate and sympathize: not to be the case. "Your call is important to us ..."), and some have truly embraced it. 1. Poor communication. One of the 4. Poor training. Two employees at a biggest examples of poor service quality is big box store could not generate an instal- an organization that staffs its call centers lation order for six ceiling fans. Moreover, quality understand their customers' needs with personnel who are poor spoken com- they couldn't update my home address in and have processes in place that make it municators. Customers should expect to the store's computer system. Forty-five easy for customers to do business. They be able to interact with representatives minutes later, they realized they were un- anticipate various situations and out- who can clearly communicate. Organiza- able to perform either task at all because comes, and they're flexible and accom- tions are simply wasting the customers' they didn't know the systems. Organizations that understand service 42 QP * www.qualityprogress.com http://www.qualityprogress.com http://www.qualityprogress.com

Table of Contents for the Digital Edition of Quality Progress - August 2015

Up Front
LogOn
Expert Answers
Keeping Current
Mr. Pareto Head
Under Construction
Creative by Design
Coming Together
All the Right Moves
3.4 per Million
Quality in the First Person
Career Corner
Statistics Roundtable
Standards Outlook
QP Toolbox
QP Reviews
One Good Idea
Back to Basics

Quality Progress - August 2015

http://www.nxtbook.com/naylor/ASQM/ASQM0719
http://www.nxtbook.com/naylor/ASQM/ASQM0619
http://www.nxtbook.com/naylor/ASQM/ASQM0519
http://www.nxtbook.com/naylor/ASQM/ASQM0419
http://www.nxtbook.com/naylor/ASQM/ASQM0319
http://www.nxtbook.com/naylor/ASQM/ASQM0219
http://www.nxtbook.com/naylor/ASQM/ASQM0119
http://www.nxtbook.com/naylor/ASQM/ASQM1218
http://www.nxtbook.com/naylor/ASQM/ASQM1118
http://www.nxtbook.com/naylor/ASQM/ASQM1018
http://www.nxtbook.com/naylor/ASQM/ASQM0918
http://www.nxtbook.com/naylor/ASQM/ASQM0818
http://www.nxtbook.com/naylor/ASQM/ASQM0718
http://www.nxtbook.com/naylor/ASQM/ASQM0618
http://www.nxtbook.com/naylor/ASQM/ASQM0518
http://www.nxtbook.com/naylor/ASQM/ASQM0418
http://www.nxtbook.com/naylor/ASQM/ASQM0318
http://www.nxtbook.com/naylor/ASQM/ASQM0218
http://www.nxtbook.com/naylor/ASQM/ASQM0118
http://www.nxtbook.com/naylor/ASQM/ASQM1217
http://www.nxtbook.com/naylor/ASQM/ASQM1117
http://www.nxtbook.com/naylor/ASQM/ASQM1017
http://www.nxtbook.com/naylor/ASQM/ASQM0917
http://www.nxtbook.com/naylor/ASQM/ASQM0817
http://www.nxtbook.com/naylor/ASQM/ASQM0717
http://www.nxtbook.com/naylor/ASQM/ASQM0617
http://www.nxtbook.com/naylor/ASQM/ASQM0517
http://www.nxtbook.com/naylor/ASQM/ASQM0417
http://www.nxtbook.com/naylor/ASQM/ASQC12518
http://www.nxtbook.com/naylor/ASQM/ASQM0317
http://www.nxtbook.com/naylor/ASQM/ASQM0217
http://www.nxtbook.com/naylor/ASQM/ASQM0117
http://www.nxtbook.com/naylor/ASQM/ASQM1216
http://www.nxtbook.com/naylor/ASQM/ASQM1116
http://www.nxtbook.com/naylor/ASQM/ASQM1016
http://www.nxtbook.com/naylor/ASQM/ASAC0016
http://www.nxtbook.com/naylor/ASQM/ASQM0916
http://www.nxtbook.com/naylor/ASQM/ASQA0016
http://www.nxtbook.com/naylor/ASQM/ASQM0816
http://www.nxtbook.com/naylor/ASQM/ASQM0716
http://www.nxtbook.com/naylor/ASQM/ASQM0616
http://www.nxtbook.com/naylor/ASQM/ASQM0516
http://www.nxtbook.com/naylor/ASQM/ASQM0416
http://www.nxtbook.com/naylor/ASQM/ASQM0316
http://www.nxtbook.com/naylor/ASQM/ASQM0216
http://www.nxtbook.com/naylor/ASQM/ASQM0116
http://www.nxtbook.com/naylor/ASQM/ASQM1215
http://www.nxtbook.com/naylor/ASQM/ASQM1115
http://www.nxtbook.com/naylor/ASQM/ASQM1015
http://www.nxtbook.com/naylor/ASQM/ASQM0915
http://www.nxtbook.com/naylor/ASQM/ASQM0815
http://www.nxtbook.com/naylor/ASQM/ASQM0715
http://www.nxtbook.com/naylor/ASQM/ASQM0615
http://www.nxtbook.com/naylor/ASQM/ASQM0515
http://www.nxtbook.com/naylor/ASQM/ASQM0315
http://www.nxtbook.com/naylor/ASQM/ASQM0215
http://www.nxtbook.com/naylor/ASQM/ASQM0115
http://www.nxtbook.com/naylor/ASQM/ASQM1214
http://www.nxtbook.com/naylor/ASQM/ASQM1114
http://www.nxtbook.com/naylor/ASQM/ASQM1014
http://www.nxtbook.com/naylor/ASQM/ASQM0914
http://www.nxtbook.com/naylor/ASQM/ASQM0814
http://www.nxtbook.com/naylor/ASQM/ASQM0714
http://www.nxtbook.com/naylor/ASQM/ASQM0614
http://www.nxtbook.com/naylor/ASQM/ASQM0514
http://www.nxtbook.com/naylor/ASQM/ASQM0414
http://www.nxtbook.com/naylor/ASQM/ASQM0314
http://www.nxtbook.com/naylor/ASQM/ASQM0214
http://www.nxtbook.com/naylor/ASQM/ASQM0114
http://www.nxtbook.com/naylor/ASQM/ASQM1213
http://www.nxtbook.com/naylor/ASQM/ASQM1113
http://www.nxtbook.com/naylor/ASQM/ASQM1013
http://www.nxtbook.com/naylor/ASQM/ASQM0913
http://www.nxtbook.com/naylor/ASQM/ASQM0813
http://www.nxtbook.com/naylor/ASQM/ASQM0713
http://www.nxtbook.com/naylor/ASQM/ASQM0613
http://www.nxtbook.com/naylor/ASQM/ASQM0513
http://www.nxtbook.com/naylor/ASQM/ASQM0413
http://www.nxtbook.com/naylor/ASQM/ASQM0313
http://www.nxtbook.com/nxtbooks/naylor/ASQM0213
http://www.nxtbook.com/nxtbooks/naylor/ASQM0113
http://www.nxtbook.com/nxtbooks/naylor/ASQM1212
http://www.nxtbook.com/nxtbooks/naylor/ASQM1112
http://www.nxtbook.com/nxtbooks/naylor/ASQM1012
http://www.nxtbook.com/nxtbooks/naylor/ASQM0912
http://www.nxtbookMEDIA.com