Excellence in customer service is the objective of all organisations wishing to
ID: 326161 • Letter: E
Question
Excellence in customer service is the objective of all organisations wishing to be successful. However, there is often a gap between customer expectations and management perceptions of customer expectations. Organisations often fail to get close to their customers and correctly read their expectations.
Other reasons for customer service problems include:
1. not listening to or collecting information from customers
2. poor, or no, focus on the actual design of processes to turn identified customer needs into products and services
3. gaps between what the organisation intends to produce for its customers and what its systems do actually produce
4. gaps between what the system is intended to deliver for customers and what it actually does deliver
5. cost constraints, or failure to set and meet realistic performance standards, which affect what the organisation can actually deliver
6. poor staff attitudes, training levels and working materials
7. gaps between what salespeople promise and the actual service or product quality
(Zeithaml, ParasuramanBerry 1990)
Comment, in approximately 2,000 words, on these statements.
Explanation / Answer
Customer expectation is something has dynamic nature. It may varies from class of people, occasion of service, kind of service etc. The compamnies usually make flaws in service design due to lack of facilities, systems, lack of capable resources, inadequate training etc.
Some areas where generally the gaps can be seen are Collecting the right information from the customers. The staffs may underestimate the requirement or scope at times and finally customers will get disatisifed . The service delivery systems may not be able to capture the required information correctly and it is designed for suboptimal way of delivery. Sometimes there is atrade of between quality of delivery and cost involved. If management is too much focusing on investment related concerns then it is difficult to adapt with the required changes. Every service oriented systems should be agile and adaptive in nature so that they can respond quickly with the changing requirement. Service design should be in such a way that it should be able to incorporate the required changes and should be competitive in nature. The promise of delivery, quality of delivery, communication channels everything shoudl be aloigned properly to meet the customer expectation. Colloborative effort is needed in service design where all employees should understand the requirement of customers and needs to be proactive.
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