CUSTOMER MOMENTS OF TRUTH, SERVICE ENCOUNTERS & SERVICE QUALITY

CUSTOMER MOMENTS OF TRUTH

A moment of truth is when an interaction occurs between a customer and an organization that can leave a lasting positive or negative impression on a customer
Concept proposed by Jan Carlzon, Former CEO of Scandinavian Airlines System (SAS)

CUSTOMER MOMENTS OF TRUTH (continued..)

Internet era brought the third one:

ZERO MOMENT OF TRUTH (ZMOT)*

* Conceptualized by Jim Lecinzski @ Google

SERVICE ENCOUNTERS & MOMENTS OF TRUTH

Each SERVICE ENCOUNTER in customer journey is a Moment of Truth. At each MOT a decision is made by the customer to continue or discontinue interacting with a company.

SERVICE ENCOUNTERS & MOMENTS OF TRUTH

(Continued..)

SERVICE ENCOUNTERS & MOMENTS OF TRUTH

(Continued..)

Find
Frontline Employee Moments of Truth Customers

Win

Grow

Keep

BUSINESS GROWTH = MAXIMISING MOMENTS OF TRUTH

How a marketer interacts with the customers at Moments of Truths can significantly increase (or decrease) the longterm viability of that customer relationship.

DIMENSIONS OF SERVICE QUALITY

Responsiveness Assurance
Competence, Courtesy Credibility Security

SERVIQUAL

Tangibles Empathy
Access Communication Understanding of customer

These dimensions are Cornerstone of one of the primary service quality framework called SERVIQUAL

Reliability

CONCEPTUAL MODEL OF SERVICE QUALITY

CUSTOMER Word-of-Mouth Communications Social Media Inputs Personal Needs Past Experience

Expected Service Gap 5 Perceived Service

PROVIDER
Gap 3 Gap 1 Gap 2

Gap 4 External Communications to Customers Service Quality Specs Service Delivery Management Perceptions of Customer Expectations

Parsuraman, Zeithaml and Berry

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 and service quality specifications - the standards gap Gap 3: The difference between service quality specifications and actual service delivery - are standards consistently met? Gap 4: The difference between service delivery and what is communicated externally - are promises made consistently fulfilled? Gap 5: The difference between customers expectation of service and customers perception of service experienced

REASONS FOR THE GAPS

GAP 1

Not knowing what customers expect Wrong service quality standards Service performance gap Promises do not match actual delivery Variance between customer perception and expectations

GAP 2

GAP 3

GAP 4

GAP 5

REASONS FOR THE GAPS (Continued.)

GAP 1 - Not knowing what customers expect

Lack of a marketing orientation Inadequate upward communication (from contact staff to management) Too many levels of management

REASONS FOR THE GAPS (Continued.)

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.)

GAP 3 - Service Performance Gap

Role ambiguity and ole conflict - unsure of what your remit is and how it fits with others Poor employee or technology fit - the wrong person or system for the job Inappropriate supervisory control or lack of perceived control - too much or too little control Lack of teamwork

REASONS FOR THE GAPS (Continued.)

GAP 4 - Promises in variance to Actual Delivery

Inadequate horizontal communication - between departments or services Propensity to overpromise

REASONS FOR THE GAPS (Continued.)

Gap 5: The difference between what customers expect of a service and what they actually receive
Expectations are made up of past experience, word-ofmouth and needs/wants of customers Measurement is on the basis of two sets of statements in groups according to the five key service dimensions Subjective judgements Often times coloured by end-of-the-service-journey encounters (check-out/ problem in arranging for a taxi / altering service)

EXTENDED SERVICE QUALITY GAP MODEL

Customer needs and expectations

CUSTOMER

1. Knowledge Gap
Management definition of these needs

MANAGEMENT

Translation into design/delivery specs

2. Standards Gap

3. Delivery Gap 4. I.C.Gap Execution of

design/delivery specs

Advertising and sales promises

5. Perceptions Gap Customer perceptions

of product execution

6. Interpretation Gap Customer interpretation

of communications

7.

Service Gap
Customer relative to expectations experience

Questions | Comments | Feedback

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