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Customer Def|ned Serv|ce Standards

Expected Service
Customer Driven Service
Designs & Standards
Company Perceptions
of Consumer Expectation
Perceived Service
Customer
Company
GA 1
GA 2
Service DeIivery
ExternaI Communications
to Customer
GA 3
GA 4
Company
CusLomers Lmployees
ersonal Selllng
Servlce encounLers
Servlcescape
AdverLlslng
Sales romoLlon
ubllc relaLlons
ulrecL MarkeLlng
verLlcal CommunlcaLlons
PorlzonLal CommunlcaLlons
Maklng
romlses
Lnabllng
romlses
keeplng
romlses
nterna| Market|ng
Lxterna| Market|ng Commun|cat|on
nteract|ve Market|ng
nadequate Management of Service Promises
nadequate Management of Customer Expectations
nadequate Customer Education
nadequate nternal Marketing Communications
kL? 8LASCnS lC8 SL8vlCL CCMMunlCA1lCn 8C8LLMS
oal
uellvery
greaLer Lhan
or equal Lo
promlses
Manage
lnLernal
MarkeLlng
Communlca
Llon
Manage
cusLomer
expecLaLlons
Manage
Servlce
promlses
lmprove
CusLomer
LducaLlon
anage InternaI arketing Communication
anage Service Promises
anage Customer Expectations
Improve Customer Education
lCu8 CA1CC8lLS Cl S18A1LlLS 1C MA1CP SL8vlCL
8CMlSLS Wl1P uLLlvL8?
anage InternaI arketing Communication
Create cross functional teams
Teams which interact with different departments.
Create effective vertical communication
Daily / Weekly / Monthly reviews & meetings,
Create effective horizontal communication
Company newsletters & Magazines, internal promotional campaign, mails
etc.
Align back office personnel with external customers
Regular visits, Assisting the BS, Answering the queries of customer
Manage Service Promise
Create Effective Services Advertising
Coordinate External communication
Make Realistic Promises
Offer Service Guarantees
Servlces belng lnLanglble Mr 8anwarl MlLLal auLhor of
!ournal of servlce 8esearch lnsLlLuLed Lhe Lheory of
lncorporeal exlsLence"
1 lncorporeal exlsLence
2 AbsLracLness
3 enerallLy versus speclflclLy
4 non search ablllLy
3 MenLal lmpalpablllLy
Manage Service Promise
8esearch conducLed by Mr MaLLlla concluded as follows
1 use narraLlves Lo demonsLraLe Lhe servlce experlence
2 resenL vlvld lnformaLlon
3 use lnLeracLlve lmagery
4 locus on Lhe Langlbles
3 leaLure servlce employees ln communlcaLlon
6 romlse whaL ls posslble
7 Lncourage wordofmouLh communlcaLlon
8 leaLure servlce cusLomers
9 use LransformaLlonal adverLlslng
Manage CusLomer LxpecLaLlons
Offer Choices
Create tiered value offerings
Communicate criteria for service effectiveness
Negotiate unrealistic expectations
mprove Customer Education
Teach customers to avoid peak demand
periods & seek slow periods
Clarify expectations after the sale
Confirm performance to standards
Prepare customers for the service process
Cffer Cholces
CreaLe Llered value offerlngs
CommunlcaLe crlLerla for servlce effecLlveness
negoLlaLe unreallsLlc expecLaLlons
oal uellvery greaLer Lhan or equal Lo promlses
1each cusLomers Lo avold peak demand perlods seek slow perlods
Clarlfy expecLaLlons afLer Lhe sale
Conflrm performance Lo sLandards
repare cusLomers for Lhe servlce process
oal uellvery greaLer Lhan or equal Lo promlses
CreaLe cross funcLlonal Leams
Allgn back offlce personnel wlLh exLernal cusLomers
CreaLe effecLlve horlzonLal communlcaLlon
CreaLe effecLlve verLlcal communlcaLlon
oal uellvery greaLer Lhan or equal Lo promlses
CreaLe effecLlve servlces adverLlslng
CoordlnaLe exLernal communlcaLlon
Make reallsLlc promlses
Cffer servlce guaranLees
oal uellvery greaLer Lhan or equal Lo promlses

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