Customer Defined Service Standards

by : ravi soni

GAP 2

It is the gap between company perceptions of consumer expectations & customer expectation of service from the company.

REASON FOR THIS GAP : Not having the right service quality design & standards
by : ravi soni

MEANING

Setting of service standard in such a way which ultimately meets consumers expectation is known as customer

defined service standards

these standards are measured or set by customer only

by : ravi soni

DELIVERING OF SERVICES BY COMPANY

The process of delivering services are divided into three part :

ADJUSTING

STRUCTURING

MONITORING

STRUCTURE THE SERVICES TO BE DELIVERED TO CUSTOMER

ADJUSTMENT OF SERVICES ACCORDING TO CUSTOMER EXPECTATION COMPANY TRY TO FULLFIL GAP 2

MONITORING OF DELIVERED SERVICES WHICH INCLUDES CUSTOMER FEEDBACK

by : ravi soni

Customer not companydefined standards

Company Defined-

Internal- Productivity, Efficiency, Costs or technical quality. Customer Defined

Requirements that are visible and measured by consumers.

by : ravi soni

Types of Customer-Defined Service Standards

Hard Standards things that can be counted, timed, or observed through audits. (time, numbers of events) Soft Standards Opinion-based measures that cannot be observed and must be collected by talking to customers (perceptions, beliefs)
by : ravi soni

Hard and Soft Service Standards example in maruti

Hard standard Soft standard

1 .Appointment available within one day of customers requested service day 2 . Service status provided within one minute of inquiry 3 . Vehicle serviced right on first visit 4 . Vehicle ready at agreed-upon time

5 . Service needs are courteously identified, accurately recorded on repair order and verified with customer 6 . Thorough explanation given of work done coverage and charges

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ONE TIME FIXES

ONE TIME FIXES are technology, policy, or procedure changes according to need and customer requirement For example :
McDonalds single waiting line because of huge crowd
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Process for Setting Customer-Defined Standards

1. Identify existing or desired service encounter sequence 2. Translate customer expectations into behaviors/actions 3. Select behaviors/actions for standards 4. Set hard or soft standards Measure by audits or operating data 5. Develop feedback mechanisms 6. Establish measures and target levels 7. Track measures against standards 8. Provide feedback about performance to employees 9. Update target levels and measures

Hard

Soft

Measure by transactionbased surveys

by : ravi soni

1- Identify Existing or Desired Service EncounterSequence: it is when the customer interacts with the service or product for the first time. 2- Translate Customer Expectations Into behaviors/actions customer expectations are translated into concrete behaviour actions with each encounter. 3- Select actions for standards: Standards are based on behaviors and actions that are very important for the customers. standards cover performance that need to be improved or maintained Standards are accepted by employees. Standards are challenging but realistic

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4- Set Hard or Soft Standards: companies are biased towards hard standard. First establish a soft standard. 5- Develop Feedback Mechanisms: Hard standards involve mechanical counts or technology enabled measurements Soft standards- employee monitoring through customer feedback.

by : ravi soni

6- Establish measures and target levels:companies can relate levels of customer satisfaction with actual performance of a behavior .Eg: Airline waiting line. 7- Track measure against standards: -Figuring out what goes wrong and prevent it from happening again. 8- Provide feedback about performance to employees: - Communication of performance on its service quality to its employees to identify and correct problems.

by : ravi soni

Thank you

by : ravi soni