Prepared by:

RUBEN R. DE ASIS, M.Ed- English

 What is Strategic Planning?

• Reflects how a company plans to function and grow

over a significant period of time
• It is based on a mission/vision statement, stated core
values, and goals.
• Includes all the steps an organization needs to take in
order to get where it needs to be.
 Benefits to Strategic Planning:
• Allows a company to be proactive
• Determines the allocation of resources
• Measure where it is and how it has progressed toward
the objectives
Strategic Planning Frameworks

specific objectives
Actions/ action plans
Details resources
evaluative process
 Gap Planning

• Allows an organization to identify where it is

now and where it would like to be at some point
in the future.
 The Objectives of Gap Analysis
• To learn where improvement is needed in areas such as
employee engagement, customer satisfaction, profitability,
efficiency, product quality, etc.
• To determine where there is a weakness in any business area.
• Support stakeholders and managers as they make decisions.
• Learn where to prioritize resources.
• Provide a reality check where assumptions and reality may
conflict.
• Determine whether the objectives of a project have been met or
not and why.
Gap Analysis will often focus on one or more
of the following perspectives
• Organization
• Business direction
• Business Processes
• Technology
 GAP ANALYSIS PROCESS

Step 1: Describe General Area

Step 2: Identify Specific Improvement Areas

Step 3: Determine Targets

Step 4: Determine Current State

Step 5: Determine Action Steps

Step 1: Describe the General Area
Area Under Consideration:
Desired
AreaState
Under Consideration:
Desired State
1. Customer Satisfaction Rate = 99%
2. Repair Time = 12 days
Gap Analysis
We are investigating the customer satisfaction of faulty goods returned within
warranty. We are not considering customer satisfaction outside of warranty, nor the
satisfaction
Gapof customers
Analysisat the point of sale.
Current State Action Steps
We are investigating the customer satisfaction of faulty goods returned within
warranty. We are not considering customer satisfaction outside of warranty, nor
the satisfaction of customers at the point of sale.
Current State Action Steps
1.1 Benchmark current Customer
1. Customer Satisfaction Rate = Satisfaction
unknown 1.2 Rewiew findings.
2. Repair Time = 16 days 2.1 Implement new Repair system.
2.2 Train staff to use new system.
Step 2: Identify Specific Improvement Areas

Area Under Consideration:
Desired State
Gap Analysis
We are investigating the customer satisfaction of faulty goods returned within
warranty. We are not considering customer satisfaction outside of warranty, nor the
satisfaction of customers at the point of sale.
Current State Action Steps

1. Customer Satisfaction Rate

2. Repair Time
Step 3: Determine Targets
Area Under Consideration:
Desired State
1. Customer Satisfaction Rate = 99%
2. Repair Time = 12 days
Gap Analysis
We are investigating the customer satisfaction of faulty goods returned within
warranty. We are not considering customer satisfaction outside of warranty, nor the
satisfaction of customers at the point of sale.
Current State Action Steps
Step 4: Determine Current State
Area Under Consideration:
Desired State
1. Customer Satisfaction Rate = 99%
2. Repair Time = 12 days
Gap Analysis
We are investigating the customer satisfaction of faulty goods returned within
warranty. We are not considering customer satisfaction outside of warranty, nor the
satisfaction of customers at the point of sale.
Current State Action Steps
1. Customer Satisfaction Rate =
unknown
2. Repair Time = 16 days
Step 5: Determine Action Steps
Area Under Consideration:
Desired State
1. Customer Satisfaction Rate = 99%
2. Repair Time = 12 days
Gap Analysis
We are investigating the customer satisfaction of faulty goods returned within
warranty. We are not considering customer satisfaction outside of warranty, nor the
satisfaction of customers at the point of sale.
Current State Action Steps
1.1 Benchmark current Customer
1. Customer Satisfaction Rate = Satisfaction
unknown 1.2 Rewiew findings.
2. Repair Time = 16 days 2.1 Implement new Repair system.
2.2 Train staff to use new system.
 Gap Analysis
Investigating the recent poverty incidence (2019) in comparison to the long term
Area Under Consideration: vision of the Philippines as reflected in Ambisyon Natin 2040
Desired State Current State Action Steps
Providing adequate jobs
priority to health, education and housing
Zero poverty incidence (20.08%) 23.1 million eliminate corruption
affordable government services
eliminate corruption
peace and security
 Different methods to Conduct GAP
Analysis
 (Gap Model of Service Quality) SERVQUAL

 ISO 9001:2000

 SAGA(Self Assessment Gap Analysis)

 Two Dimensional Analysis

Gap Model of Service
Quality
 Gap Model of Service Quality
• is a framework which can help us to understand
customer satisfaction.
• shows the five major satisfaction gaps that
organizations must address when seeking to meet
customer expectations.
• first proposed by A. Parasuraman, Valarie Zeithaml,
and Leonard L. Berry in 1985.
SERVQUAL
Categories:

• Physical Facilities , equipment and appearance of

Tangible personnel

• Ability to perform promised Service dependably

Reliability and accurately

• Willingness to help Customer and provide prompt

Responsiveness service
 • Knowledge and courtesy of the employees and their
Assurance ability to inspire trust and Confidence

• Caring individualized attention the Firm Provides its

Empathy Customers

What do we do with this survey

•Administer the survey to customer and the company
The results will show difference in perceptions between
•Customers
•Employees
•Management
 Customer Customer
Expectation
Gap 5
Gap Customer
Perception
Model
of Company Gap 4 External
Service Gap Service Delivery
Communications
1
Quality Gap 3
Service Delivery
Policies
Gap 2
Understanding of
Customer needs
 Customer Customer
Expectation
• Gap 1:
Knowledge Gap
Customer
Perception

Company External
Gap Service Delivery
Communications
1

Service Delivery
Policies

Understanding of
Customer needs
 Customer Customer
Expectation
Gap 2:
The Policy Gap Customer
Perception

Company External
Gap Service Delivery
Communications
1

Service Delivery
Policies
Gap 2
Understanding of
Customer needs
 Customer Customer
Expectation
Gap 3:
The Delivery Gap Customer
Perception

Company External
Gap Service Delivery
Communications
1
Gap 3
Service Delivery
Policies
Gap 2
Understanding of
Customer needs
 Customer Customer
Expectation
Gap 4:
Communication Customer
Gap Perception

Company Gap 4 External

Gap Service Delivery
Communications
1
Gap 3
Service Delivery
Policies
Gap 2
Understanding of
Customer needs
 Customer Customer
Expectation
Gap 5:
Gap 5
The Customer Customer
Gap Perception

Company Gap 4 External

Gap Service Delivery
Communications
1
Gap 3
Service Delivery
Policies
Gap 2
Understanding of
Customer needs
 Using the Model to Address Gaps
Gap 1: The Knowledge Gap
Close this gap by learning what customers expect. Options to
consider include:
• Using customer research.
• Increasing interactions between management and customers.
• Increasing interactions between management and service staff.
• Act on other customer insights you receive once validated.
Gap 2: The Policy Gap
Close this gap by creating the right service quality standards.
Options to consider include:
• Ensure a good proportion of senior management remuneration
is aligned to service quality.
• Set, communicate and reinforce quality standards.
• Set measurable service quality goals.
• Train managers to be service quality leaders.
• Update policies regularly.
• Reward staff for the achievement of quality goals.
Gap 3: The Delivery Gap
Close this gap by ensuring that performance meets set standards.
Options to consider include:
• Train employees.
• Empower employees.
• Provide the right technology, tools, and equipment.
• Focus on internal marketing.
• Take steps to retain high-performing employees.
Gap 4: The Communication Gap
Close this gap by ensuring the product or service delivered
matches and promises made. Options to consider include:
• Getting employee input to your advertising campaigns.
• Use reality advertising by using real customers, real reviews,
and real employees etc.
• Ensure advertising campaigns are signed off by the operations
team.
• Manage customer expectations realistically.
Gap 5: The Customer Gap
• This gap can only be closed by closing the other four gaps in
the model. Once this is done then customer expectations and
customer perceptions should align.
 How Can this data Obtained From ServQual
Can be used?
•  We can assess service quality from customer‘s perspective
•  We can track customer expectation and perceptions over time and the
discrepancies between them
•  We can compare a set of servqual scores against those of competitors
or best practice examples
•  We can compare the expectation and perception of different customer
groups
 SAGA-Self Assessment Gap Analysis
•  Rather then sending out a survey as in SurvQual, SAGA is a process
used to take a close look at an organization’s operations.
•  In SAGA a Company/Process/Approach is Analysed using the
Baldrige criteria and the Gaps are found out .
•  What is Baldrige Criteria?
Baldrige Assessment Criteria
Categories:
• Leadership
• Strategic planning
• Customer focus
• Measurement, analysis, and knowledge management
• Workforce focus
• Process management
• Results
 Gap Analysis in ISO 9001
•  ISO (International Organization for Standardization)
is the world's largest developer and publisher of
International Standards.
•  Identifying the GAPS with reference to the
Standards provided by ISO and Finding out solutions
To Fill them.
•  The ISO 9000 family of standards relate to quality
management systems
 How To Do a Gap Analysis For ISO 9001

• Assign (or hire) someone to oversee the gap analysis

• Create (or purchase) a gap analysis checklist
• Schedule the gap analysis
• Conduct the gap analysis
• Examine the results of the gap analysis
• Set up your plan for improving your quality management system
Summary:
• A Gap Analysis is a simple
tool which is used by
organizations to raise their
performance level.
• It can help an organization
identify
where they want to get to,
where they are now, and
how to get there.
Frameworks for Gap
Analysis