Page 81 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes Customer service standards must be set and they must be met

Any performance by a company, product or service depends on the expectations of the
customer being defined as well as the delivery being up to the expectations so that there
is satisfaction and delight.

Hence, my strong recommendation is: ‘Customer service standards must be set. Customer
service standards must be met.’
This is important because the expectations of the customers are growing by leaps and
bounds. Indian customers have become world-class customers who want world-class
products and world-class services. Companies which do not respect the Indian customer
are rejected by the customer. Hence it is important to make sure that the customer service
standards are set and met.

There are two types of customer service standards. One type is what I call the internal
customer service standard. The second type is what I call the external customer service
standard. Both these are important to ensure customer satisfaction. The external customer
service standard is visible to the external customer and is a commitment and promise that
the company makes to its external customers.
The internal customer standard is an internal working norm which has to be completed so
that the external standard can be met.

For instance, if in a restaurant there is a norm set that the food will be served within 20
minutes of the order being placed, this is the setting of an external customer standard.
However, to meet this external customer standard, it is important to set an internal standard
for the kitchen so that the food is prepared and ready within 15 minutes, and the external
standard is met taking into account five minutes of serving time.
The reason why meticulous planning is needed for customer service standards to be set
and met is that if there are no specified or measurable norms there is bound to be a delay
or error leading to customer dissatisfaction.
One would notice that after buying a computer or even an air-conditioner the delivery is
made on time but not the installation. This reflects that external and internal customer
service standards for installation were not set and therefore not met.
Customer service standards are reflections of the soul of any brand or company. If you want
to give regular and sustained delight to customers make sure you follow my Brand Mantra
– ‘Customer service standards must be set! Customer service standards must be met.’
Source: thehindubusinessline.com

4.3.2 Influencing Customer Perceptions

A customer’s purchase decision of a particular service largely depends on his perceptions of the
service. Therefore, it is necessary for service organisations to know the factors that influence
customer perceptions. Based on these factors, service organisations should develop strategies to
influence customer perceptions and achieve higher levels of customer satisfaction. The following
strategies will help service organisations influence customer perceptions:

Enhance Customer Satisfaction through Service Encounters

Service organisations should understand that service encounters play a crucial role in satisfying
or dissatisfying customers. To increase the satisfaction level of customers during service
encounters, service organisations should innovate ways of delivering their service. Further,
service organisations should train their employees on ways to recover from a service failure,

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