Is Your Service Advantage?
what is the Service Advantage? Let's examine that
question from two perspectives.
The advantage to your organization of having
service that customers find distinctive.
Just what it is that creates outstanding service
in the customer's mind.
the last ten years, a number of organizations
have studied customer behavior and quality service.
Their findings show the importance of customer
service in winning and keeping customers. Let's
take a look at some of the research
to John Franco, former president of Xerox Learning
Systems, eight of the top ten reasons customers
give for buying a specific product or service
have to do with the delivery of customer service.
Things like responsiveness, technical knowledge
or skill, and professional attitude.
Airways' found that friendly staff was twice as
important as operational factors, like food service
and speed of check-in, for generating goodwill
with their customers.
Strategic Planning Institute found that companies
considered to be service leaders can charge 10%
more for their products or service than average
companies. They also tend to grow twice as fast
and are 10 times more profitable than companies
at the bottom of the service ranking.
when 600 senior executives were asked what would
be the most critical factor in the success of
their business the top answer was service quality.
service also has an effect.
Corporation study found that 7 out of 10 customers
said they left a business because of poor service
- not price or quality.
when the Small Business Administration asked sales
people why customers stopped buying, their response
was because prices were too high. Yet, when the
customers were asked, "Why did you stop doing
business with a particular company?," only
9% even mentioned price. 68% said it was because
of indifferent treatment by an employee.
there is an advantage to having a distinctive
level of quality service. Yet, more than 50% of
customers rank the service they receive as "only
fair" or "poor."
Just what is quality service to the customer?
makes it distinctive ? When it comes to defining
quality service the only perception that really
counts is the customer's, because it's the only
one that will determine their decisions -their
decision on whether to continue to do business
with you or not.
discover how customers define quality service-let's
use your own experiences as customers. All of
us have been customers somewhere and experienced
good service and poor service. Let's use those
experiences to begin defining quality service.
start by examining situations where you as the
customer have experienced quality service.
of an experience where you were the customer and
someplace you did business created a positive
impression on you. They created a service advantage
in how they treated you.
Personal Positive Customer Experience