Presentation on

Customer Expectation & Perception

Subject : CRM

Presented by
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What are Customer Expectations?
Factors Influencing Customer Expectations
of Services
Sources of Desired Services Expectation
• Personal Needs
• Personal Service Philosophy
• Derived Service Expectations

Sources of Adequate Services Expectations

• Perceived Service Alternatives
• Situational Factors
• Predicted Services
Sources of Both Desired and
Predicted Service Expectation

Explicit Service Promises

Implicit Service Promises

Word-of-mouth communication

Past Experience
Customer Perceptions
Customer Perception is based upon

i. Service Delivery

ii. Service Quality

iii. Customer Satisfaction

Factor that influence
Customer Perceptions
 Service Encounter-Quality of services through
interaction with service provider
 Service Evidence
a) Personnel
b) Process
c) Physical Environment
 Image
 Price
Types of Services Encounters
 Remote Encounters e.g: ATM machine,

voice mail

 Phone Encounters

 Face to Face Encounters

Strategies for influencing Customer
Perceptions
 Enhance customer satisfaction through service
encounter
 Reflect evidence of service
 Communication and create realistic image
 Enhance Customer perceptions of Quality and value
through pricing
Customer Expectations &
Perceptions
Satisfaction is the level of a customer felt state resulting
from comparing a product or service’s perceived
performance standard against customer’s expectations.

Satisfaction levels of customer is change when

a) Change in customer’s expectations
b) Performance of service provider
Thank You