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Key Factors Leading to Provider Gap 2

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Service Standards
The type of service standards that close provider gap 2 are customer defined standards. Customer defined standards are measures based on customer requirements that are visible to and measured by customers rather than on company concerns such as productivity or efficiency. some components of service can be subject to standards, others are more difficult which ones are more likely to be subjected to standards?

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Service Standards
most service standards are company defined

CustomerDefined Standards CompanyDefined Standards

SOURCES Customer Expectations Customer Process Blueprint Customer Experience Observations SOURCES Productivity Implications Cost Implications Company Process Blueprint Company View of Quality

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Standards
HARD STANDARDS AND MEASURES
Things that can be counted, timed, or observed through audits (time, numbers of events)

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Hard Measures/Standards
these are things that can be counted, timed, or otherwise measured often involves automatic data capture tend to be more functional and objective customer expects these: on-time, errorfree, responsive, call-backs, lost calls, etc. hard to argue with these

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Examples of Hard Customer-Defined Standards

Customer Service Report Card for Puget Sound Energy

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Counting
Not everything that counts can be counted...and not everything that can be counted, counts.
Albert Einstein

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Standards

SOFT STANDARDS AND MEASURES

Opinion-based measures that cannot be observed and must be collected by talking to customers (perceptions, beliefs)

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Soft Measures/Standards
more difficult to capture data, requires research; more judgmental, subjective relates more to the interpersonal and softer side of service delivery how we treat the customer tone of voice, seem to care, knowledgeable, helpful, courteous, able to contact them, etc.

Examples of Soft Customer-Defined Standards

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What Customers Expect: Getting to Actionable Steps

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Process for Setting Customer-Defined Standards

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Importance/Performance Matrix

Example of Customer-Defined Service Standards at Circuit City

Initial Sales Contact with Circuit City in Store
act in a professional and courteous manner ask customer what he or she is looking for
offer to be available when needed if customer not ready

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ask customer several questions about specific needs or wants educate the customer about products in category explain the differences between products (such as TVs) that customer is considering be honest about options and price

Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.

Example of Customer-Defined Service Standards at Circuit City

Checkout at Circuit City in Store

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act in a professional and courteous manner probe customer to assure that product meets needs and reduce any anxiety and uncertainty that the customer might feel explain the warranty service that accompanies the product using what is known about the customer, explain the Circuit City customer service agreements that extend the warranty explain the differences between CSA options, being sure to relate them to what the customer needs encourage purchase, and fully explain how to implement CSA
Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.

Example of Customer-Defined Service Standards at Circuit City

Post-sale Follow Up

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telephone customer within next 7 days to ask how TV is operating ask if client is ready to schedule first service if client is ready, establish date for first service send out postcard one week in advance of first service call to remind customer and explain what needs to be done

Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.

Example of Customer-Defined Service Standards at Circuit City

Annual Follow Up

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send customers reminder cards that they have either used the service or are due for a service call two weeks after mailing card, call customers who have used service and assure that they are satisfied both with product and service call each customer who has not used the service and schedule a maintenance check-up where service provider goes to home and checks and tunes television
Adapted from: John R. DiJulius III (2005), Secret Service, Hidden Systems That Deliver Unforgettable Customer Service.

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Hard and Soft Service Standards at Ford

Appointment available within one day of customers requested service day Write-up begins within four minutes Service needs are courteously identified, accurately recorded on repair order and verified with customer Service status provided within one minute of inquiry Vehicle serviced right on first visit Vehicle ready at agreed-upon time Thorough explanation given of work done, coverage and charges