9.3 THE STRATEGIST IN YOU: Five Ways to Measure Service

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(SHORT NOTES FROM STRATEGY TOOLS:

Manufacturing and Operations at http://www.mindtools.com)

 

The RATER Model created by professors Valarie Zeithaml, A. Parasuraman, and Leonard Berry, was published in their 1990 book, "Delivering Quality Service."  The model highlights 5 areas customers generally consider to be important when they use a service:

1.     Reliability

- ability to provide the service promised consistently, accurately, and on time.

2.    Assurance

- knowledge, skills, and credibility of staff;

- their ability to use this expertise to inspire trust and confidence.

3.    Tangibles

- physical evidence of the service provided.

4.    Empathy

- relationship between employees and customers.

5.    Responsiveness

- ability to provide a quick, high quality service to customers.

A good way to use the RATER Model is by carrying out a Gap Analysis using the 5 dimensions.  Gap Analysis is done by identifying the following in each of the 5 areas in the RATER model:

·         Future state – the "place" you want to be to provide exceptional service.

·         Current situation – how you currently provide your service.

·         Next Actions – how you'll move from your current situation to your future state.

RELEVANT CONSIDERATIONS TO TAKE INTO ACCOUNT WHEN CARYING OUT GAP ANALYSISI USING RATER MODEL
Reliability	1.     level of promised service provided to the customers 2.    reliability and robustness of systems and processes 3.    consistency and timeliness of service delivery 4.    services provided across all service channels (including online) 5.    any other way to improve the quality of service
Assurance	1.     skills and knowledge needed for staff to deliver a good service, across all channels 2.    further training or development needed 3.    staff inspire trust in customers 4.    safe and secure service
Tangibles	1.     evidence of your service 2.    attractive and appropriate for customers 3.    FAQs are useful, comprehensive, and up to date 4.    other channels if customers’ questions haven't been answered, or if the website is broken 5.    handling queries and feedback through Twitter, Facebook, LinkedIn and other online services 6.    physical or virtual evidence fit with organization's brand
Empathy	1.     build good relationships 2.    show empathy 3.    communication is clear and timely 4.    genuinely care about customer needs 5.    able to see things from a customer's point-of-view
Responsiveness	1.     provide a prompt service 2.    easy to access 3.    manage complaints and feedback appropriately 4.    always willing and able to help customers 5.    resolve customer issues and problems satisfactorily, in good time, across all service channels

It’s important to talk to the customers to fully understand their experiences and expectations.  Tools such as Customer Experience Mapping can be used where you can't talk to customers directly.  Reverse Brainstorming is use to explore possible service improvements while Benchmarking is use to compare the performance with similar organizations or services.