Capabilities For Managing Service Innovation

Identification of two External Customer Relationships with their needs and wants

Discuss about the Capabilities for the Managing Service Innovation.

Managing a quality customer service is essential for any organization. This task will identify both external and internal customers with their needs and wants according to the case study. It will also identify the key customer service issue, the resource limitation and how to resolve the issue (Santouridis & Trivellas, 2010. P.333). the task will include an activity, standards to be met and the actions to be done. It will differentiate between coaching and mentoring and its process. A survey on customer satisfaction will be developed with open-ended questions and options for comments. Lastly, the task will identify different records that will help the management to deliver quality customer service.

One of the noted quotes of Tronvollin the year 2012 says that customers and their relationship with the client base are very important and the customer can be both internal and external in nature. The external customerswho are one of the major stakeholders in this case study include; pharmacies who purchase products for resale and health store customers. The pharmacies need representatives who are trained who will be able to answer their technical questions. The customers in the health store require information about the sales points of their products and also salespeople who will be able to offer them the right advice.

The internal customer in the case study are the instructors of the gym who ate working for the gym for a prolonged period. The instructors of the gym are acting as the internal customers and they make sure to include the basic customer relationship in the gym to make the required relationship with the people and the outer customers who are coming to the gym.

A relationship exists between the qualities of delivered services, time takes to deliver such services and the delivery costs of the services.

The products and services are of different brands and qualities, some offer high delivery costs and some other companies that want to deal exclusively with the same people every time they contact them (Jahanshahi et al, 2011, p. 255).The issue which is being discussed and is being highlighted in the gym sector is the requirement of a separate trainer for the older ladies who are attending the gym. This requirement is one of the pivotal aspects of the place as the older ladies are their potential customers. This issue needs to be addressed with the various principles and also to the fact that sound acknowledgement of the problem also needs to be done.

Identification of one Internal Customer Relationships with their needs and wants

The limitation of the resource is the financial resource which is one of the major resources allocated to any business organization. There are plenty of physical resources but sometimes lack proper human resource management in the gym which arises a number of problems including the lack of the customers to get proper treatment. For the resolving of the issue, a number of resources needs to be implemented like the proper engagement of the trainer which will be under the human resource allocation. In addition, the appointment of the new trainer will also require extra amount of money which will be under financial resources allocation. In this case, the limitation of the financial resources is one of the major problems that is being addressed.

The recruitment of proper human resource support is essential to make sure that the problem related to the human resource is solved within a span. Other than that the financial resources of the company is to be addressed and increased to have better facilities. The physical resources of the gym should be retained and increased in the same manner. For resolving the issue, the effective engagement of team management principles can be done which means to appoint a specific trainer for the older ladies from the present set of trainers at a hiked salary. This will save the financial resource expense which is a sound problem and will meet the customer demands within the budget.

Activity	Standard to be met	Actions to ensure the standard is met
Maintaining of gym machines	The machines need to be maintained in order to service the needs of customers	Specific To maintain a certain and specific tips for the cleanliness of the gym and given boost for the maintainance of hygiene in the washrooms. Measurable Doing some cleaning exercises and using updated machines Achievable Keeping it well as per needs Realistic This can be considered as realistic as efforts will be reduced to make the gym premises one of the better places. In addition, the realistic approach of the work should be considered. Time bound The time frame can be considered as 6 months for implementing the whole changes.
Allowing efficient customer care and personalized service	To make sure that each customer gets the personalized service according to needs and good treatment	S- To make the customers feel important for the business by personal care M-To measure the satisfaction of the customers A-To measure the incoming rates of customers R-The realistic increase in customer footfall. T-The time needed is 2 months for the change
Effective devolvement of the issue on call service and home training service.	On-call resolving some issues and suggestions and even employing trainers for homes.	S-sending trainers at homes for the customers who cannot come M-The interests of customers for home services A-To make the customers have  better connection with the gym R-The increase in customer likings and satisfaction level T-the time needed is 3 months for the whole arrangement

The customers give both positive and negative informal comments. The information recorded in the forms is a logging process which monitors everything in the organization. There is also a comparison of answers from different clients to the work done against the set standard that the organization has set for that particular activity.

The completed forms are received by the organization management.

Customer PROFILE

(Please, feel free to fill in information you feel comfortable with. You could also choose to remain anonymous.)

	Rating: 1-Excellent 2-Good 3-Average 4-Poor
	Rating of services
	Gym machines
	Methodology – Tools
	Cleanliness
	Adherence to deadlines
2.6	Has the study carried out been useful in revising your organisational strategy or taking any other specific call?
3.1	Costs
4.1	Skill Quality of the trainers
4.2	Overall Feeback

At the end of the survey, the form will be handed to the operational manager of the gym as well as to the human resource department who will make sure to maintain the positive aspects of the gym and also to improve the negative points of the gym.

Task 2(c)Information given by the customer survey form –

Coaching is helping someone else to improve their awareness of everything, to devise and also achieve objectives so as to enhance a particular behavioral performance of that person hence enhancing the success of every project that comes across.

Identification of issue, limitation and resolving the same

Mentoring is good in shaping the beliefs and values of the person in a right way. It is a relationship which is the long-term career of a person who has already done it before (Lewis & Mitchell, 2012, p.13). So mentoring helps the people not to forget beneficial things the mentor told them. If they forget they are ready to consult because it is a free advice to them.

Coaching is better in the process discussed here as it makes sure to implement the changes and give proper training to the employees beforehand to make sure that they commit no mistake in their work plan and strategy. The elements of coaching is also required to make sure that mentoring is not needed in the later phase as every bit of the training is included in the coaching phase.

The coaching process used by organizations to ensure that the staff meets the customer needs is discussed below;

1. They should develop criteria for the person who is supposed to participate in the program of coaching.
2. They should select the coaches especially the new hires and employees with performance issues.
3. They should also establish the goals of the program and a time frame for the program’s completion.
4. Furthermore, they make sure that they establish a formal process to finish the coaching by deciding the point where goals are met and where the program is no longer important for the employee.

1. The customer satisfaction survey provides information to the organization on how to make better decisions. The better decisions help in enhancing success any fallen business and also it maintains good relations which the people who are beneficial.The conduction of the survey is to make sure that the customers get the best of the services and all their problems related to the gym and the facilities attached are measured and eradicated. The survey helps identify the likes, dislikes and where the organization can make more improvements(Lewis & Mitchell, 2012, p.13. The survey contacted below is for Hilton Hotels organization on how they do things.The questions below will help the organization to perform better with the aspects of the customer behavior in the concerned span of time.

	Date of completing the questionnaire ___/___/20___
Firm/Organization:
Address:
Completed by:
Position:

		1	2	3	4	5
1.1	You liked the hotel
1.2	Room service
1.3	Breakfast service
1.4	Quality of food
1.5	Housekeeping
1.6	Security
1.7	Customer care
1.8	Quality of cooperation with our staff
1.9	Help provided
1.10	Will you revisit again

In the case study the customer gave a feedback on their specific needs in relation to an appointment and wanted to be contacted to change the time of the delivery but no one followed it up. By being ignored, the customer felt distressed and had to cancel another appointment to ensure that they were available to take the delivery at the originally appointed time (Den et al 2010). The customer also is this situation may be less committed to the organization. Thus the organization may fall because the profits will be too low.

These accounting records act as sources of information and evidence which is essential for preparing, verifying and financial statements in that business. They also keep records for futurereferences of that business so that they may tell how the organization does at any time specified. They also show asset ownership for creating liabilities and proofing both monetary and non-monetary transactions. The accounts keeping help the gym to acknowledge the financial part of the place and to consider if the revenue attracted are worth the whole process or not in the case. This is to avoid conflicts in the organization by the individuals of the business not to tell the owner of a certain asset. Examples include ledgers, journals, bank statements, contracts, invoices and vouchers(Lewis, B.R.,& Mitchell, V.W., 2012, pp. 11-17). The accounting records are essential for financial accounting, cost accounting and for organizations partnerships, corporations and LLCs. They also minimize wastage of finances just because every amount of money is accounted for in the books of account. Also, the receipts of anything bought are kept well.

These are the records which provide the information of the customers, their contact information, their purchasing power, what they purchase and how they pay. This information is very essential for it helps in decision making. The records show the valuable marketing information of the organization. The records are essential because the organization is able to know their best customers, what they like most and which marketing approaches are appropriate to them. Records also help in knowing the best season when the customers bring more profits to the organization.

Conclusion

According to the case study, the pharmacies who buy products for resale and health store customers are the external customers. The internal customer in the case study is the older ladies group in the gym. There exists a big relationship between service quality, cost of delivery and time taken to deliver. In the customer service, there is the activity done, the goal of activity and also the actions which ensure the success of the activity.Coaching is helping someone else to improve their awareness while mentoring is helping to shape the beliefs and values of a person in a positive way. Accounting records and sales records provide information to the organization that helps to deliver quality customer service.

References

Den Hertog, P., Van der Aa, W.,& De Jong, M.W., 2010. Capabilities for managing service innovation: towards a conceptual framework… Journal of Service Management,21(4), pp. 490-Jahanshahi, A.A., Gashti, M.A.H., Mirdamadi, S.A., Nawaser, K.,& Khaksar, S.M.S., 2011. Study the effects off of customer service and product quality on customer satisfaction and loyalty… International Journal of Humanities and Social Sciences,1(7), pp. 253-260.

Lewis, B.R.,& Mitchell, V.W., 2012. Defining and measuring the quality of customer service… Marketing intelligence & planning,8(6), pp. 11-17.

Santouridis, I.,& Trivellas, p., 2010. Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece… The TQM Journal, 22(3), pp. 330-343.

Tronvoll, B., 2012. A dynamic model of customer complaining behaviour from the perspective of service-dominant logic. European journal of Marketing, 46(1/2), pp.284-305.