the past few years, I have observed that more
& more customers are complaining "Service
quality of our suppliers has to improve drastically'.
Whereas the suppliers respond by stating "Our
service is the best in the industry". I have
come across this situation for all three type
of organizations, providing either pure 'product'
or only service or mix of product & service
as their customer offering.
an organization can claim to be a 100% 'product'
provider, there is always an element of service.
In fact in the present competitive market situation
with ever rising customer expectations', no organization
can ignore 'service'. In fact wrapping 'service'
element around the 'tangible product' will improve
profitability & customer loyalty .
digging deeper & asking 'critical questions',
I find four fundamental areas of misunderstanding
between the organization & its customers.
Customer expectation & organizations' understanding
of those expectations.
Organization's understanding & the standards
set by the organization.
Standards set by the organization & its actual
delivery of the service.
Actual delivery of the service & the implicit/explicit
promise made during external communication (Offer
letter / advt / sales presentation etc).
gap of expectations resulting from the above 4
stages is the overall gap organization needs to
customer expectations, especially with growing
competition & customer needs, is one the critical
issue organizations' are facing today. Customer
compares the service received with the what was
expected, while arriving at perception of satisfaction.
is experienced that at least every 6 months organization
need to relook at their service standards.
products (& pricing ) become similar between
the competitors, it's only the service & quality
of service that makes the difference.