Service Quality Audit

PolyTaste 2008: Service Audit

Robert Hartman May, 2008

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Agenda
• • • • • • • What is a Service Audit? Dimensions of Service Guest Touch Points Event Environment Moments of Truth Observable Standards Audit Results
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1

What is a Service Audit?
• A Formal Study of Actual Service Performance
– Based on Observable Standards – Performed by Disinterested Observers – Qualitative
• Gathers Impressions • Characterizes Guest Experience

– Quantitative
• Gathers Data • Reports Operations & Performance
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Dimensions of Service
(Training) (Systems)

Personal
High Low

Procedural

High

Quality Service Friendly Zoo

Factory

Low

Freezer

Adapted from: Quality Service by William B. Martin, a Collins School Alumnus
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Procedural Service Elements
• • • • • • • Timeliness Incremental Flow Anticipation Communication Accommodation Organization and Supervision Unobtrusiveness
Also From: Quality Service
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Personal Service Elements
• • • • • • • • Attitude: Appearance and Demeanor Attitude: Tone of Voice Tactfulness Name Recognition Attentiveness Guidance Selling Skills Gracious Problem Solving
Also From: Quality Service
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3

Guest Touch Points
Guest Contacts Initiated by the Team • Pre-Event Marketing • Pre-Event Sales & Registration • Arrival • Entrance
– On-Site Ticket Sales – On-Site Registration & Orientation – Credential Check
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Guest Touch Points (cont’d)
• Live Interaction
– On-Site Activities & Entertainment
• Agenda/Scheduling • Timing

– On-Site Promotions
• For on-site Activities and Venues (esp. Revenue Generators including Vendors) • For Future Events

– On-Site Venues
– Logistics and Ambience (discussed in detail in a later slide)
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4

Guest Touch Points (cont’d)
• Exit (Say Thank You!) • Departure • Follow-Up

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On-Site Venues
• • • • • • • • Food Service (and nonalcoholic beverages) Wine Service (and alcohol) On-Stage Performance Live Auction Silent Auction Merchandise