Defining Service
By Claire Belilos
Before we go to the
outside world to advertise our product and service, we should do
some introspection and decide exactly what it is we have to
offer. Today, there is much stress on quality service ... but
what exactly do we mean by "service"?
The term service evokes
different interpretations and connotations, depending on the
user - Is it the way a company or a clerk answers your
questions? - Is it the way the product is delivered? Is it the
way a company stands by its guarantees and warranties? Is it the
way a complaint is registered and resolved? Is it the way the
product can be used? Is it the behaviour and attitude of the
employees? What exactly is service? Before we promise to the
customer something that is subject to so many interpretations,
maybe we should clarify this term to ourselves.
We can begin by
sub-dividing the service concept into four main categories:
A. The product
itself
B. The quality and
service attributes that back the product
C. The employee as
a product
D. The intangible
service.
In order to win and
maintain customers, we must know exactly what we are selling and
what we can promise. We cannot materialize our market
positioning without thoroughly analyzing and preparing our
specific class of product and service. We should not make
promises unless we are well organized to realize them. Today's
customer is a more discerning and demanding customer : What we
offer the customer is what the customer expects.
A. The customer expects
the product to:
answer customer
needs
be priced
reasonably
have an
aesthetic/attractive appearance
B. The product should be
backed by the following quality and service attributes. The
customer expects the product to be:
available
durable/fresh
easy to use
easy to locate
safe
accompanied by
clear operating instructions/clear explanations
subject to an
uncomplicated refund policy
offer good value
(value as being the quality of the product and the service in
relation to the price paid)
and carry:
additional gimmicks
and bonuses
guarantees and
warrantees.
C. Customers regard
employees as our product, from whom they expect the following
qualifications:
broad general
knowledge
know-how
people skills
technical skills
competition
awareness
positive attitude
involvement
motivation
loyalty
team-spirit
initiative
ingenuity
punctuality
sense of
responsibility
professional
presentation
cultured language
sense of ethics
salesmanship.
D. The intangible service
is as important to the customer as the product itself. It is
experienced the moment it is delivered - before, during, or
after a sale. It cannot be recalled. It is the most difficult to
define, but for practical purposes we can categorize it as
follows:
attention to the
customer
courtesy
an atmosphere of
hospitality
employee's
knowledge of the product
helpfulness /
assistance to customers
an interest in
customers' opinions and feedback
complaints
resolution
company policies
that work for customers and not against them
order and
cleanliness.
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