Discouraging Abuse and Opportunistic Customer Behavior
Addressing the Challenge of Jaycustomers
Jaycustomer: A customer who behaves in a thoughtless or abusive fashion, causing
problems for the firm, its employees, and other customers
More potential for mischief in service businesses, especially when many customers are
No company wants an ongoing relationship with an abusive customer. There are seven types of Jaycustomers: The Cheat and Thief
1.The Cheat: thinks of various way to cheat the firm.
2.The Thief: He/she has no intention of paying for goods,but out to steal or pay less services lend themselves to clever schemes to avoid payment
e.g., bypassing electricity meters, circumventing TV cables, riding free on public transportation
Firms must take preventive actions
against thieves, but make allowances
for honest but absent-minded
Seven Types of Jaycustomers: The Rulebreaker
Many services need to establish rules to guide customers safely through the service
Government agencies may impose rules for health and safety reasons
Some rules protect other customers from dangerous behavior
e.g. ski patrollers issue warnings to reckless skiers by attaching orange stickers on their lift.
•Expresses resentment, abuses service employees verbally or even physically
•Confrontations between customers and service employees can easily escalate
•Firms should ensure employees have skills to deal with difficult situations in a public place.
Machine-based instructions: The company can use some machine based
instructions to teach the customer about the services so that the customers can
know about the services that the company provides.
Customers as Co-Producers: Levels of Participation in Service
Low – Employees and systems do all the work
Medium – Customer inputs required to assist provider
Provide needed information, instructions
Make personal effort
May share physical possessions
High – Customer works actively with provider to co-produce the service
As mobile industry is high customer involvement because the customer have to take the
service by themselves so at GP customer involvement is very high. The customer will
bye the connection and they will activate the SIM by themselves then they have to make
the phone call by them self. Most the service of the GP the customer have to take my
Service Firms as Teachers: Well-trained Customers Perform Better
Firms must teach customers roles as co-producers of service: The GP have to
teach the customer how to call or how to take the services. Sometimes they have to
open outlet only to teach the customer in somewhere or contacting over the phone call.
The Grameenphone gives the instruction to the customer to take the services by calling
at different numbers.
Customers need to know how to achieve best results: Sometimes the customer
need to know some information about the services to have the best services. Customer
need to know the way of using services so that they can extract the full benefits of
Education can be provided through:
Brochures: The service companies provides some brochures or catalog where
some information is given for the customer that can educate them in using the
services . From the brochures a customer can know how to use the services
products and how to extracts the full benefits of services. GP provides brochures
with the SIM connection or some brochures are given to the customer about the
services, from where the customer can know how to activate the SIM and how to
have the information about the different customer services or promotion.