Chapter 10 – Customer-Defined Service Standards
Factors Necessary for Appropriate Service Standards
Standardization of Service Behaviors and Actions
Translation of customer expectations into service standards depends on he degree to which tasks
can be standardized. Service tasks are routine and specific rules and standards can be easily established.
Service standardization can take 3 forms:
1. Substitution of technology for personal contact (Automatic teller, car washes)
2. Improvement in work methods (Salad bar)
3. Combination of the two
Standardization reduces Gap 2. It ensures that the most critical elements of a service are performed as
expected by customers, not that every action in a service is executed in a uniform matter.
Formal Service Targets and Goals – Specific targets for individual behaviors.
Customer- Not Company-Defined Standards
Company defined standards are not typically successful in driving behaviors that close Gap 2. Companies
must set customer defined standards based on customer requirements.
Types of Customer-Defined Service Standards
Two major types of customer-defined service standards are: Hard & Soft.
Hard Customer-Defined Standards
Things hat can be counted, timed or observed through audits. Reliability is the single most
important concern of service customers. Hard service standards are set to ensure promptness with which
companies deliver products, handle complaints, answer questions, and arrive for repair calls.
Soft Customer-Defined Standards
Those that must be documented using perceptual data. They are opinion based and cannot be
directly observed. Collected by talking to customers, employees, or others.
Technology, policy, or procedure changes that address customer requirements. These fixes are
often accomplished by technology.
Development of Customer-Defined Service Standards
Basing Standards on the Service Encounter Sequence