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Chapter 18. Essential Tools > Customer Considerations

Customer Considerations

Remembering that it is the customer who ultimately defines and evaluates the quality of a product or service, it is useful to examine the flowcharted process from the customer’s perspective. Customers of service businesses in particular may play many different roles in the process and have unique vantage points that should not be overlooked. Here are three customer functions that are particularly relevant:

Interaction with employees, e.g., to place an order, to request information

Waiting before, during, or after service, e.g., waiting for a table at a restaurant, waiting for food to be prepared, waiting to pay the cashier after the meal

Active participation in the creation of the service, e.g., preparing salad at a restaurant’s salad bar, pumping gasoline at a self-service gas station, or finding the needed merchandise at a retail store


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