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Module 1: Striving for Service Excellence

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Improving Service Quality and Productivity - Part 1

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MODULE OVERVIEW

Explain relationships between service quality, productivity and profitability
Be familiar with different perspectives of service quality
Demonstrate how to use the Gaps Model for diagnosing and addressing service quality problems
Differentiate between hard and soft measures of service quality
Explain common objectives of effective customer feedback systems

WHAT IS SERVICE QUALITY?

Quality can mean different things to people according to the context.
Common perspectives on quality include the manufacturing-based approach.
It Is primarily concerned with engineering and manufacturing practices and typically means delivery against measurable standards within certain tolerance levels

THE GAPS MODEL

Knowledge Gap: Difference between what senior management believes expect and what customers actually need and expect
Policy Gap: Difference between management understanding of customers and service standards they set for service delivery
Delivery Gap: Difference between specified service standards and service delivery teams actual performance on these standards
Communication Gap: Difference between what company communicates and what customer understand and subsequently experiences
Perceptions Gap: Difference between what is actually delivered and what customers feel they received
Service Quality Gap: Difference between what customers expect to receive and their perception of service that is actually delivered.

CONCLUSION

We started our discussion with the relationships between Service productivity and profitability
Demonstrated how to use the Gaps model for diagnosing and addressing service quality problems.
Soft and hard service quality measures were also defined.
Finally, key objectives of effective customer feedback systems deliberated upon.