The purpose of this book is to provide a comprehensive theoretical framework as well as practical strategies—not just for survival but for a true search for excellence in the uncertain and ever-changing world of customer service management.  The theoretical framework is based on the notion that customer service contains three key variables: a promise, a process, and people. After going through the step-by-step process of service management, the reader will have the necessary understanding and skill to choose the right strategy for the right circumstances, to design service processes, to identify the means and methods to implement these processes, and to measure the outcome.  

Developing the Service Strategy

Developing the service strategy

Business success is less a function of grandiose predictions than it is a result of being able to respond rapidly to real changes as they occur. That's why strategy has to be dynamic and anticipatory.

—Hamel and Prahalad127


After completing this chapter, you should be able to

  • Understand how strategic formulation and implementation interact
  • Identify key characteristics of implementing strategy direction
  • Understand the importance of vision, mission, and goals for strategists
  • Realize managerial implications of service strategies

In the early 1990s, Valarie Zeithaml and her partners, A. Parasuraman and Leonard Berry, pointed out the importance of leadership in service. They focused on the role of the leader in the service industry and on those attributes and characteristics of the leader ...

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