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CUSTOMER MOMENTS OF TRUTH,

SERVICE ENCOUNTERS&

SERVICE QUALITY

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CUSTOMER MOMENTS OF TRUTH (continued..)

Internet era brought the third one:ZERO MOMENT OF TRUTH (ZMOT)*

* Conceptualized by Jim Lecinzski @ Google

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Each SERVICE ENCOUNTER in customer journey is a

Moment of Truth.

At each MOT a decision is madeby the customer tocontinue or discontinue interacting with a company.

SERVICE ENCOUNTERS & MOMENTS OF TRUTH

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SERVICE ENCOUNTERS & MOMENTS OF TRUTH(Continued..)

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How a marketer interacts with the customers at Moments ofTruthscan significantly increase (or decrease) the long-term viability of that customer relationship.

Momentsof Truth

FrontlineEmployee

Customers

Find Win

KeepGrowBUSINESS GROWTH = MAXIMISING MOMENTS OF TRUTH

SERVICE ENCOUNTERS & MOMENTS OF TRUTH(Continued..)

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Responsiveness

Assurance

Competence,

Courtesy

Credibility Security

Tangibles

Empathy Access

Communication

Understanding of customer

Reliability

DIMENSIONS OF SERVICE QUALITY

SERVIQUAL

These dimensions areCornerstone of one of the

primary service quality

framework called

SERVIQUAL

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CONCEPTUAL MODEL OF SERVICEQUALITY

Word-of-Mouth

CommunicationsPersonal Needs Past Experience

Expected Service

Perceived Service

Service

Delivery

External

Communications

to Customers

Service Quality

Specs

Management

Perceptions of

Customer Expectations

CUSTOMER

PROVIDER

Gap 1

Gap 2

Gap 3

Gap 4

Gap 5

Social Media Inputs

Parsuraman, Zeithaml and Berry

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WHAT ARE THE SERVCE QUALITY GAPS?

Gap 1: The difference between management perceptions of

what customers expect and what customers really do expect

Gap 2: The difference between management perceptions andservice quality specifications - the standards gap

Gap 3: The difference between service quality specificationsand actual service delivery - are standards consistently met?

Gap 4: The difference between service delivery and what is

communicated externally - are promises made consistentlyfulfilled?

Gap 5: The difference between customers expectation ofservice and customers perception of service experienced

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REASONS FOR THE GAPS

GAP 1 Not knowing what customers expect

GAP 2 Wrong service quality standards

GAP 3 Service performance gap

GAP 4 Promises do not match actual delivery

GAP 5 Variance between customer perception andexpectations

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REASONS FOR THE GAPS (Continued.)

GAP 1 - Not knowing what customers expect

Lack of a marketing orientation

Inadequate upward communication (from contactstaff to management)

Too many levels of management

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GAP 2 - Wrong service quality standards

Inadequate commitment to service quality

Lack of perception of feasibility - it cannot be done Inadequate task standardization

Absence of goal setting

REASONS FOR THE GAPS (Continued.)

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GAP 3 - Service Performance Gap

Role ambiguity and ole conflict - unsure of what yourremit is and how it fits with others

Poor employee or technology fit - the wrong personor system for the job

Inappropriate supervisory control or lack of perceivedcontrol - too much or too little control

Lack of teamwork

REASONS FOR THE GAPS (Continued.)

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GAP 4 - Promises in variance to Actual Delivery

Inadequate horizontal communication - betweendepartments or services

Propensity to overpromise

REASONS FOR THE GAPS (Continued.)

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Gap 5: The difference between what customers expectof a service and what they actually receive

Expectations are made up of past experience, word-of-mouth and needs/wants of customers

Measurement is on the basis of two sets of statements ingroups according to the five key service dimensions

Subjective judgements

Often times coloured by end-of-the-service-journeyencounters (check-out/ problem in arranging for a taxi /altering service)

REASONS FOR THE GAPS (Continued.)

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EXTENDED SERVICE QUALITY GAP MODEL

Customerexperiencerelative to expectations

Advertising andsales promises

Customer interpretation

of communications

1. Knowledge Gap

2. Standards

Gap

3. DeliveryGap

5. PerceptionsGap

7. Service Gap

Customer needsand expectations

Management definitionof these needs

Translation into

design/delivery specs

Execution ofdesign/deliveryspecs

Customer perceptionsof product execution

6. InterpretationGap

4. I.C.Gap

MANAGEMENT

CUSTOMER

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Questions | Comments | Feedback

We will follow it up in the next class