個案資料

Service Excellence in Organizations, Eight Key Steps to Follow and Achieve It, is a two-volume book published by Business Expert Press in 2019 and written by Fiona Urquhart, who leads Durham University's MBA module on service excellence and has consulted for an array of service and manufacturing organizations. Volume I deals with the basic tenets of service excellence, while Volume II suggests mechanisms, tools, and techniques to help embed to excellence as the foundation of value that the organization delivers. Both contain practical examples used by well-known companies; both also contain a self-assessment diagnostic tool that enables organizations to identify where they have built significant strengths in terms of service excellence and where opportunities to enhance their operations exist. In the first volume, the fourth chapter explores the importance for consumers to be able to trust the brands that they buy. It examines the role of trust in the decision-making process, in building loyalty, and its role in customer relationship marketing into the future, as customers become more involved in the development, production, and feedback of services, as well as marketing communications around services. It also considers how business processes support trust in the relationship and deliver the brand promise. Finally, It challenges companies to ask for feedback, deal with it constructively, rather than being defensive about it-own it and do something with it.

• Change management
• Customer profitability
• Design thinking
• Service quality
• Customer relationship management
• Service management
• Customer satisfaction
• Customer analysis