Managlng cusLomer relaLlonshlp

undersLandlng SL8CuAL model

@he Caps model
JhaL are Lhe SL8vCuAL Caps?
W Gap 1 @he dlfference beLween managemenL
percepLlons of whaL cusLomers expecL and
whaL cusLomers really do expecL
W Gap 2 @he dlfference beLween managemenL
percepLlons and servlce quallLy speclflcaLlons
Lhe sLandards gap
JhaL are Lhe SL8vCuAL Caps?
W Gap 3 @he dlfference beLween servlce quallLy
speclflcaLlons and acLual servlce dellvery are
sLandards conslsLenLly meL?
W Gap 4 @he dlfference beLween servlce
dellvery and whaL ls communlcaLed exLernally
are promlses made conslsLenLly fulfllled?
JhaL are Lhe SL8vCuAL Caps?
W Gap S @he dlfference beLween whaL
cusLomers expecL of a servlce and whaL Lhey
acLually recelve
expecLaLlons are made up of pasL experlence
wordofmouLh and needs/wanLs of cusLomers
measuremenL ls on Lhe basls of Lwo seLs of
sLaLemenLs ln groups accordlng Lo Lhe flve key
servlce dlmenslons
@he llve key Servlce ulmenslons
W 1ANGI8LLS Lhe appearance of physlcal
faclllLles equlpmenL personnel and
lnformaLlon maLerlal
W kLLIA8ILI1 Lhe ablllLy Lo perform Lhe servlce
accuraLely and dependably
W kLSCNSIVLNLSS Lhe wllllngness Lo help
cusLomers and provlde a prompL servlce
@he llve key Servlce ulmenslons
W ASSUkANCL a comblnaLlon of Lhe followlng
ompeLence havlng Lhe requlslLe skllls and
knowledge
ourLesy pollLeness respecL conslderaLlon
and frlendllness of conLacL sLaff
redlblllLy LrusLworLhlness bellevablllLy and
honesLy of sLaff
SecurlLy freedom from danger rlsk or doubL
@he llve key Servlce ulmenslons
W LMA1n a comblnaLlon of Lhe followlng
Access (physlcal and soclal) approachablllLy
and ease of conLacL
ommunlcaLlon keeplng cusLomers lnformed
ln a language Lhey undersLand and really
llsLenlng Lo Lhem
undersLandlng Lhe cusLomer maklng Lhe
efforL Lo geL Lo know cusLomers and Lhelr
speclflc needs
Lxerclse Lo
ldenLlfy Servlce ALLrlbuLes
ln groups of four choose a servlces lndusLry and spend 13 mlnuLes bralnsLormlng
speclflc requlremenLs of cusLomers ln each of Lhe flve servlce quallLy dlmenslons
8e certoin the requirements ref/ect the customers point of view
ke||ab|||ty
Assurance
1ang|b|es
Lmpathy
kespons|veness
rov|d|ng serv|ce as prom|sed
Dependab|||ty |n hand||ng customers' serv|ce
prob|ems
erform|ng serv|ces r|ght the f|rst t|me
rov|d|ng serv|ces at the prom|sed t|me
Ma|nta|n|ng errorfree records
keep|ng customers |nformed as to when
serv|ces w||| be performed
rompt serv|ce to customers
W||||ngness to he|p customers
kead|ness to respond to customers'
requests
kLLIA8ILI1
kLSCNSIVLNLSS
Lmp|oyees who |nst||| conf|dence |n customers
Mak|ng customers fee| safe |n the|r transact|ons
Lmp|oyees who are cons|stent|y courteous
Lmp|oyees who have the know|edge to answer
customer quest|ons
ASSUkANCL
G|v|ng customers |nd|v|dua| attent|on
Lmp|oyees who dea| w|th customers |n a car|ng
fash|on
nav|ng the customer's best |nterest at heart
Lmp|oyees who understand the needs of the|r
customers
Conven|ent bus|ness hours
LMA1n
Modern equ|pment
V|sua||y appea||ng fac|||t|es
Lmp|oyees who have a neat profess|ona|
appearance
V|sua||y appea||ng mater|a|s assoc|ated w|th
the serv|ce
1ANGI8LLS
SL8vCuAL ALLrlbuLes
8easons for Lhe Caps
W CA 1 noL knowlng whaL cusLomers expecL
W CA 2 @he wrong servlce quallLy sLandards
W CA 3 @he servlce performance gap
W CA 4 Jhen promlses do noL maLch acLual
dellvery
W CA 3 @he dlfference beLween cusLomer
percepLlon and expecLaLlon
8easons for Lhe Caps
W GA 1 noL knowlng whaL cusLomers expecL
lack of a markeLlng orlenLaLlon
lnadequaLe upward communlcaLlon (from
conLacL sLaff Lo managemenL)
Loo many levels of managemenL
8easons for Lhe Caps
W GA 2 Lhe wrong servlce quallLy sLandards
lnadequaLe commlLmenL Lo servlce quallLy
lack of percepLlon of feaslblllLy lL cannoL be
done
lnadequaLe Lask sLandardlzaLlon
Lhe absence of goal seLLlng
8easons for Lhe Caps
W CA 2 Lhe wrong servlce quallLy sLandards
lnadequaLe commlLmenL Lo servlce quallLy
lack of percepLlon of feaslblllLy lL cannoL be
done
lnadequaLe Lask sLandardlzaLlon
Lhe absence of goal seLLlng
8easons for Lhe Caps
W GA 3 Lhe servlce performance gap
role amblgulLy and role confllcL unsure of
whaL your remlL ls and how lL flLs wlLh oLhers
poor employee or Lechnology flL Lhe wrong
person or sysLem for Lhe [ob
lnapproprlaLe supervlsory conLrol or lack of
percelved conLrol Loo much or Loo llLLle
conLrol
lack of Leamwork
8easons for Lhe Caps
W GA 4 when promlses made do noL maLch
acLual dellvery
lnadequaLe horlzonLal communlcaLlon
beLween deparLmenLs or servlces
a propenslLy Lo overpromlse
SL8vCuAL uaLa Pow useful ls lL?
W Je can assess servlce quallLy from Lhe
cusLomer's perspecLlve
W Je can Lrack cusLomer expecLaLlons and
percepLlons over Llme and Lhe dlscrepancles
beLween Lhem
W Je can compare a seL of SL8vCuAL scores
agalnsL Lhose of compeLlLors or besL pracLlce
examples
SL8vCuAL uaLa Pow useful ls lL?
W Je can compare Lhe expecLaLlons and
percepLlons of dlfferenL cusLomer groups Lhls
ls parLlcularly useful ln Lhe publlc secLor
W Je can assess Lhe expecLaLlons and
percepLlons of lnLernal cusLomers eg oLher
deparLmenLs or servlces we deal wlLh