Variability: friend and foe in the service industry
In the manufacturing world, variability can destroy. It is the enemy of quality. If a product purchased today differs from the same product brought last week, the company making it can kiss the customer goodbye.
In the service landscape, however, particularly in the hospitality industry, variability is a double-edged sword. It cuts both ways. On the one hand, denial of any variability can drive the customer away – like a restaurant refusing to replace a ‘topping’ in the dessert because the ‘system does not allow it’ or some similar excuse. On the other hand, too much variability runs the risk of been labeled as ‘lacking consistency’. Both situations can harm the business.
Even amongst various service operations, variability can be perceived differently. Say for instance, the norm for delivering perishables ordered online from the nearby supermarket is within 24 hours. Any deviations (delays) from that norm will likely push the boundaries of customer tolerance.
Things can differ in a restaurant though. When in a hurry, the customer will want to have his food served quickly – where any delay is met with an unforgiving response. The very same customer on another day may want to spend time over his/her meal, and will not make any fuss when the service provided is at a leisurely pace.
In the manufacturing context, the variability factor can by and large, arise in the product-line. In the customer service context, variability is a two-faced hydra. It can appear not only in the service offered, but can also be introduced by the customer. Variability in service quality is under the operator’s control. Variability in a way the customer presents it to the operator… is harder to master.
Key attributes that reliably indicate good service include speed, accuracy, accessibility and efficiency – with a dash of friendliness. Nevertheless, like ‘beauty is in the eye of the beholder’ – where the perception of beauty is subjective (what one person finds beautiful another may not), good service lies in the eyes of the individual customer. Not only would a customer care more for one attribute over another, he/she will also experience and judge each in a distinctively different manner. For example, time perception, as in speed of service is very subjective. Out of two customers that receive the identical service, one may term it ‘quick’ and the other ‘laid-back’.
Unfortunately, not much is known or very little is done to train managers in hospitality on how to deal with the challenge posed by the variability factor, effectively. Most of the time, those in the industry seem to blindly follow the operations theory in the manufacturing context…and that’s a big mistake. Managers need to identify problems and design appropriate interventions so as to reduce the impact of variability if the business is to remain competitive.
Ilzaf Keefahs- is a freelance writer who enjoys focusing on hospitality related matters that he is passionate about, and likes to share his views with hoteliers and customers alike. He delves into the heart of hospitality to figure out both customer service and consumer trends that impact the industry.
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