Types of Service

Three types of activities need to be carried out successfully for a service to succeed:

External service - where promises are made to customers via traditional marketing activities such as advertising, sales and special promotions.

Interactive service - where promises are to be kept during the “moment of truth” or when the customer interacts with the organisation and the service is produced and consumed.

Internal service - where promises are enabled by equipping the frontline service providers with the necessary skills, abilities, tools and motivation to deliver.

To improve customer service, we need to focus primarily on internal and interactive service, to fulfil those promises made in the external service.