The approach towards customer service delivery can play a big role in your business success. There are plenty of ways to handle customer service delivery, but the strategies behind them can be broadly described as high-contact services and low-contact services.
In high contact, service entails interactions throughout service delivery between customers and the organization. The customer’s exposure to the service provider takes on physical and tangible nature. When a customer visits the facility where service is delivered, If they enter the service “factory” something that rarely happens in a manufacturing environment. Viewed from this perspective, a motel is a lodging factory, a hospital is a health treatment factory, an airline is a flying transportation factory, and a restaurant is a food service factory. Because these industries mainly focus on “processing” people rather than inanimate the objects, the marketing challenge is to make the experience appealing to customers in the physical environment and their interactions with service executives. During the course of service delivery, customers are usually exposed to many physical clues about the organization the exterior and interior of its building, equipment, furnishings, appearance, and behavior of service personnel and even other customers.
Low-Contact Services are generally the opposite end of the spectrum, low-contact services involve little, if any, physical contact between customers and service providers or executives. In most cases, the contact takes place at arm’s length through the medium of the Internet or physical distribution channels. It is a fast-growing trend in today’s more convenience-oriented society. Many high-contact and medium-contact services are being transformed into low-contact services why? because to more convenient for the customers. Nowadays customers are conducting their insurance or banking transactions by mail, telephone, and the Internet or research and purchase a host of information-based services by visiting web sites rather than bricks-and-mortar facilities (traditional stores).
Nowadays service industries are offering customers a choice of delivery systems featuring different levels of contact.