The Four Circles of Service

The Generic Service relates to what is generally done in the industry, e.g. a bank offers a basic savings account as a service product.

The Expected Service refers to the very minimum that the customer requires e.g. in the case of the savings account, they will require that the bank give them a safe place to leave their money, easy access to their money and some reward for savings.

Augmented Service is defined as doing it more, doing it better, or doing it faster than anyone else. In the case of the savings account, it would be the different “add-on’s” that the banks offer to attract customers and can be e.g. on negotiating lower bank charges, having more ATM machines available, etc.

Potential Service is defined as what makes you unique or different. This is often closely linked with Augmented Service. A bank that offers a “no bank fees” approach to a savings account will automatically set itself apart from its competitors.

You should review your Circles of Service every 90 days.