How Customers Perceive Service

Customers perceive service in terms of the quality of the service and the satisfaction they derive from the overall experience. A company puts its image on the line even in the most casual of encounters with customers. Whenever an employee comes into contact with a customer (internal or external), he or she creates an impression that can determine whether or not the customer will continue to do business with the organisation. Each meeting or encounter is a vital moment to win or lose business, based on how the company is perceived in terms of service and quality.

Click here to view a video that explains the five steps to improve customer satisfaction.

Customer Expectation Factors

Four factors shape customer expectations. Let us identify them in terms of an example...

You have planned a weekend away at a luxurious guest lodge in Mpumalanga. The following will probably influence the expectations of your stay and the service at this lodge:

Explicit service promises - what you read about the lodge; what is promised in the lodge’s advertising material.

Implicit service promises - what the chalets at the lodge look like; the appearance of the staff at the lodge; the rates charged.

Word of mouth - what friends, colleagues or family have told you about the lodge; other people’s personal experiences at the lodge, which they have shared with you.

Experience - maybe you stayed at the same lodge a couple of years ago and the memories of that experience shape your new expectations.

So what is the bottom line? As service providers, we are responsible for living up to those expectations!

Service is Only as Good as the Customer’s Perception

It does not matter how well we think we’re doing. Customer perception of service is the only measurement that counts. Based on recent surveys, these are our customers’ top complaints:

• Promises are not delivered.
• Service was rude and inefficient.
• Feeling of being victimised by the business or operation.
• Delays and long waits.
• Lack of communication between parties and duties.
• Questionable business integrity or honesty.
• Feelings of being dismissed or discounted by the person.