Understanding how customers think and feel is the key to effective service, according to an article in this month's issue of Harvard Business Review by Richard B. Chase, professor of operations management at the University of Southern California's Marshall School of Business in Los Angeles, and associate professor Sriram Dasu. Chase spoke with Computerworld's Kathleen Melymuka about how the design of service-oriented IT systems can benefit from innovations in behavioral science. You may make it through quickly and not make errors, but the process may not leave you feeling that you had a pleasant experience.
People anchor on the last part of a service encounter in their recollections.
While it is critical to reach a threshold level of good performance at the start, it is even more important to finish strong. When I purchase a book from Amazon, fireworks should go off. In your article, you say that it's important to get the bad news out of the way early during a help desk or customer service call. People prefer positive trends in their service encounters. They also fear the unknown.