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Alberto

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Submitted By coco426
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8/17/2012

The Laws of Service Businesses
1. Products are consumed: services are experienced. 2. It ain’t what you do, it’s the way that you do it: that’s what gets results.
3. If it’s done in the back room, it’s a product: If it’s done in the front room it’s a service.
4. People don’t care how much you know until they know how much you care.
5. Satisfaction = perception minus expectation.

6. Every customer interaction is a mini-play, with roles and a script: Some improvisation and ad-libs are allowed, but only the best actors can pull them off.
7. When there’s a problem, separate the complainer from the complaint: They both need handling.
8. Service the client/customer as well as the assignment.
9. Pick one or two dimensions of service and do those better than anyone else and you’ll have a natural market of those who agree that the dimensions you chose are the most important ones.
10. Your best efforts to raise service level should be at the beginning of the service encounter: Create a halo effect.
“Start as you mean to continue.” First impressions count.

11. Anything can be standardized, and there’s usually a big market for it. McDonald’s makes more money than the finest restaurant.
12. In the backroom you measure: In the front room you judge (and you have to be there to do it).
13. There is a triangle formed between the firm, the service provider on the front line, and the customer. The bond between the customer and the service provider is the strongest: the other two links need constant management attention. 14. Quality (and “good service”) is in the eye of the beholder:
Not everybody defines it the same way.

16. Talk in the customer’s language, not yours. Both the engineer and the gentleman want to know what the garage did, but they speak different languages.
17. Never underestimate the symbolic significance of

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