MODULE 3

Improving Service Quality and

Productivity
CONT
ENTS
Have you experienced poor
service quality?
The Service Quality–Productivity–
Profit Triangle
 What is service quality?

1 2 3

Common perspectives on Service quality from the user’s
quality include the perspective as a high standard
manufacturing-based of performance that
approach consistently meets or exceeds
customer expectations.
Service quality can be difficult
to manage, even when failures
are tangible in nature.
Identifying and Correcting Service
Quality Problems
The Gap Model
 Key Ways to Close the Gaps in
Service Quality

Do you have a proposed solution to

Gap no. 1: The Knowledge Gap?
Key Ways to Close the Gaps in
Service Quality
 Key Ways to Close the Gaps in
Service Quality

Do you have a proposed solution to

Gap no. 2: The Policy Gap?
Key Ways to Close the Gaps in
Service Quality
 Key Ways to Close the Gaps in
Service Quality

Do you have a proposed solution to

Gap no. 3: The Delivery Gap?
Key Ways to Close the Gaps in
Service Quality
Key Ways to Close the Gaps in
Service Quality
 Key Ways to Close the Gaps in
Service Quality

Do you have a proposed solution to

Gap no. 4: The Communications Gap?
Key Ways to Close the Gaps in
Service Quality
Key Ways to Close the Gaps in
Service Quality
 Key Ways to Close the Gaps in
Service Quality

Do you have a proposed solution to

Gap no. 5: The Perception Gap?
Key Ways to Close the Gaps in
Service Quality
 Key Ways to Close the Gaps in
Service Quality

Do you have a proposed solution to

Gap no. 6: The Service Gap?
Key Ways to Close the Gaps in
Service Quality
 Key Objectives of Effective
Customer Feedback Systems

Assessment and Benchmarking of

Service Quality and Performance.
01

Customer-Driven Learning Creating a Customer-Oriented

and Improvements.
02 03
Service Culture.
Use a Mix of Customer
Feedback Collection Tools

Total market surveys and annual

surveys
Total market surveys and annual surveys
typically measure satisfaction with all
major customer service processes and
products.
Use a Mix of Customer
Feedback Collection Tools

Transactional surveys

Transactional surveys, also called

intercept surveys, are typically
conducted after customers have
completed a specific transaction.
Use a Mix of Customer
Feedback Collection Tools

Service Feedback Cards, Online

and Mobile Messages
These powerful and inexpensive tools
involve providing customers the
opportunity to use feedback cards,
online forms, e-mail, text messaging, or
apps to provide feedback, typically to a
central customer feedback unit.
Use a Mix of Customer
Feedback Collection Tools

Mystery Shopping

Service businesses often use “mystery

shoppers” to determine whether front-
line staff displays desired behaviors.
Use a Mix of Customer
Feedback Collection Tools

Unsolicited Customer Feedback

Customer complaints, compliments, and

suggestions can be transformed into a
stream of information that can be used
to monitor quality and highlight
necessary improvements to the service
design and delivery.
Use a Mix of Customer
Feedback Collection Tools

Focus Group Discussions and

Service Reviews
Both tools give specific insights on potential
service improvements and ideas. Typically,
focus groups are organized by key customer
segments or user groups to drill down on the
needs of these users. Service reviews are in-
depth, one-on-one interviews that are usually
conducted once a year with a firm’s most
valuable customers.
Use a Mix of Customer
Feedback Collection Tools

Online Reviews and Discussions

User-generated content and data can

increasingly provide rich insights into the
quality perceptions of a firm and its
competitors. They also show how these
comparisons vary over time at an
increasingly granular attribute and
temporal level.
Strengths and weaknesses of key customer feedback collection tools
Root Cause Analysis: The Fishbone Diagram
Pareto Analysis
Blueprinting—A Powerful Tool for Identifying Fail Points
 MODULE 3
Improving Service Quality and
Productivity