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.

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 your expectations of your stay and the service at this lodge...

Explicit service promises - what you read about the lodge; what are 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.

Past 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 to live 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.
• Feelings 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.

The Service Formula

How do you provide service beyond expectations?

Preparation: Customers expect you to know your products and services and how to get things done. They want to deal with people who know policies and procedures, how to operate equipment and systems and where to go for more information or help with a problem. You want to be seen as a professional, ready and able to handle a variety of situations in order to meet and exceed customers’ needs. Preparation is of the utmost importance.

Interaction: It’s important to find out what the customer needs and make sure you satisfy those needs. Customers want to receive the right product or service, but they also want to be treated with respect. Interaction skills help you to satisfy both needs.

Follow through: Not all interactions end when your call with the customer ends. Customers expect you to keep your promises and they like to be kept informed. They appreciate unexpected follow-through, a follow-up note or a phone call to check for satisfaction. You need to follow-through to the organisation, too. As the primary contact with the customer, you are the eyes and ears of your organisation. You need to provide important customer and product information to other people and departments within the organisation.

Lecturer Broadcast

Click here to view an explanation about excellence in customer service.

Klik hier om na ‘n verduideliking van uitnemendheid in kliëntediens te luister.

Explanation by Lecturer Johan Kleingeld from Edge Consulting, expert on customer services.