How to incorporate technology services without affecting their quality
Many routine and repetitive tasks performed in your company can be solved by incorporating technology. It can also be very useful to streamline the customer and, as a result of these two objectives, you will end tool cutting costs.
But beware! Often the benefits to be achieved by a change proposal (as incorporated technology), may modify the service system, thus affecting their quality.
I will show you some considerations that you must have for this strategy to produce its benefits without affecting customer service.
Not the same incorporate technology in the production of tangible goods in the production of services. There is a key difference in management approach, which makes some very successful strategies in industrial companies do not serve when it comes to services.
That difference lies in the very nature of services. C. Grönroos explains it to us.
Traditional management principles (based on industrial experience) indicate that the predominant factors that lead to benefit are productivity of capital and labor. These are factors internal efficiency. However, premium services in external efficiency. That is, what you experience and evaluate customers.
Many measures to improve internal efficiency, external efficiency affect. This would apply to reduce the number of nurses in a hospital, by calculating the attention they should do in each patient and standard times. Ie, increase the productivity of the workforce of nurses, eliminating their downtime.
Probably, if a good study of the work is done, this reduction is not the technical quality of service be affected. That is, do not cease to care for patients in all that they need to regain their health. Internal efficiency increases.
However, it is likely that patients and those who accompany themselves perceive a decline in quality of service, experience reduced availability of nurses to meet their spontaneous orders, which often are not related to tasks of health care, but along with requests for personal care, as it could be to improve patient comfort (accommodate, provide more shelter, etc.), or evacuate some doubts that anxious patients or their relatives (if it is normal the patient's condition or a nuisance or when to be visited by the doctor, etc.). Or noticing that tasks are performed more trouble, no time to ado, dialogue with the patient, containment.
This would be a case in which the internal efficiency (productivity of labor) is improved, but it affects the external (customer perception of quality).
With the technology can happen the same. When you see yourself driven to incorporate technology into your service, you should ask yourself the following question:
But beware! Often the benefits to be achieved by a change proposal (as incorporated technology), may modify the service system, thus affecting their quality.
I will show you some considerations that you must have for this strategy to produce its benefits without affecting customer service.
Not the same incorporate technology in the production of tangible goods in the production of services. There is a key difference in management approach, which makes some very successful strategies in industrial companies do not serve when it comes to services.
That difference lies in the very nature of services. C. Grönroos explains it to us.
Traditional management principles (based on industrial experience) indicate that the predominant factors that lead to benefit are productivity of capital and labor. These are factors internal efficiency. However, premium services in external efficiency. That is, what you experience and evaluate customers.
Many measures to improve internal efficiency, external efficiency affect. This would apply to reduce the number of nurses in a hospital, by calculating the attention they should do in each patient and standard times. Ie, increase the productivity of the workforce of nurses, eliminating their downtime.
Probably, if a good study of the work is done, this reduction is not the technical quality of service be affected. That is, do not cease to care for patients in all that they need to regain their health. Internal efficiency increases.
However, it is likely that patients and those who accompany themselves perceive a decline in quality of service, experience reduced availability of nurses to meet their spontaneous orders, which often are not related to tasks of health care, but along with requests for personal care, as it could be to improve patient comfort (accommodate, provide more shelter, etc.), or evacuate some doubts that anxious patients or their relatives (if it is normal the patient's condition or a nuisance or when to be visited by the doctor, etc.). Or noticing that tasks are performed more trouble, no time to ado, dialogue with the patient, containment.
This would be a case in which the internal efficiency (productivity of labor) is improved, but it affects the external (customer perception of quality).
With the technology can happen the same. When you see yourself driven to incorporate technology into your service, you should ask yourself the following question:
Is the goal of this incorporation is to improve the internal efficiency or external?
If the answer is external, then go ahead. This change will produce an improvement of service quality, and certainly, by our natural tendency, and will have evaluated aspects of internal efficiency. What we should note is that this improvement will have a positive impact on all types of customers in your segment. Sometimes it happens that serve for most, but there is a minority (always within your target market) that will complicate things with this change. You have to consider these cases and provide alternatives for them. It is the typical case of Internet operations. Many will simplify their lives, it will save time, but for others it will be a complication because they are not accustomed or trained to use these tools.
always give them an alternative to show that you thought of them.
If, however, the answer is to improve internal efficiency, you should analyze what will happen to the external efficiency. Analyze the impact on customer perception and make sure that this change does not diminish the quality of service they receive. Pay attention to the size of functional quality (how the service is provided), since often only the technical quality (as in the case of nurses) is analyzed, but this is only part of what the customer perceives.
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