(
课件网) Chapter 6 Service Quality and Service Capacity Planning Introduction Learning Objectives Service Quality and CRM Concept of Service Capacity Service Capacity Planning Process Using Queuing Theory for Service Capacity Planning Analysis of a Queue System Recap Chapter 6: Service Quality and Service Capacity Planning After going through this chapter, the students will be able to: Understand Relationship between Service Quality and Customer Relationship Management Explain the method of Service Capacity Planning Understand Queuing Theory Apply Queuing Theory for practical purposes Learning Objectives The prime objective of implementing CRM is to provide best services to the customers. It has been observed that there is generally a mismatch between the objectives and the capacity of the organization to provide the service. The organizations need to review their capacity to provide the service vis-à-vis the service quality parameters and standards that are intended to be achieved. This unit will explain the methods to plan the capacity to deliver the targeted level of customer service. Introduction Sales, Marketing and Service are the three basic functionalities that are integrated within a CRM system. Every organisation strives to satisfy customers by providing improving their products and trying to deliver best possible service. The customers derive the satisfaction from realisation of value of the product and associated service. The quality of the product or service is most important factor for determining the value as perceived by the customer. Service Quality and CRM In fact, quality of service comes from number of factors like top management commitment, product design, employee focus, feedback mechanism and improvement plan, service delivery system and so on. No CRM system will succeed without putting in place the sufficient capacity to deliver the Service. Service Quality and CRM (Contd.) Service Capacity is the maximum load that a service delivery utility can bear without adversely affecting the quality standard. ‘Service Capacity planning is a process for determining the optimal ways to meet the service parameters with reference to present business quality parameters and forecasted parameters.’ The goal of service capacity planning is to provide satisfactory service levels to users in a cost-effective manner. Concept of Service Capacity Service Capacity Planning Process The queuing theory can be applied to the situations where customers arrive at some service stations for getting some service. Arrival of customers in a queue for service is of course random in nature. Queuing theory is Mathematical Models used for Service Capacity Planning. It is a mathematical analysis of waiting lines and queues to calculate average waiting time and queue lengths from the information pertaining to the rate of arrival and the rate of delivery of service. Queuing Theory Queuing theory can be app ... ...
