Last week we began our month-long series on Customer Service by defining customer satisfaction. This week, we are going to look at what your customer’s really want.
1) RELIABILITY. Providing what was promised to your customer dependably and accurately.
e.g. When the repairman gives you a window of 9 am and 12 pm, does he show up during that time frame?
2) RESPONSIVENESS. Willingness to help your customer promptly.
e.g. When you call the front desk at a hotel to request more towels, are the towels brought to your room within a reasonable amount of time?
3) ASSURANCE. Knowledge and courtesy shown to your customer AND your ability to convey trust, competence, and confidence.
e.g. When you call your insurance company with a question, are they able to find the answer you are looking for?
4) EMPATHY. Degree of caring and individual attention shown to your customers.
e.g. When you go to the pediatrician and are carrying your baby, the baby carrier, the diaper bag etc., does someone from the office open the door for you?
5) TANGIBLES. Physical facilities, equipment, and personal appearance.
e.g. When you use the restroom at a restaurant, is it clean and stocked?
If you are not meeting or exceeding your customer’s expectations in any of the five areas, you likely have dissatisfied customers…
*Source: Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of quality.