Gap 2

Questions and Answers

What is the first step in building a service blueprint?

Identify the customer segment

Add evidence of service at each customer action step

Identify the process to be blueprinted (correct)

Map the process from the customer's point of view

What are hard customer-defined standards characterized by?

They are informal and flexible.

They are subjective and based on feelings.

They rely on personal judgment.

They are measurable and quantifiable. (correct)

Which step is not part of setting customer-defined standards?

Establish company-wide regulations on service behavior (correct)

Provide feedback about performance for employees

Develop measurements for established standards

Track measures against established standards

Which of the following best defines physical evidence in service blueprinting?

The physical aspects of the organization's facilities Signup and view all the answers

What is the purpose of linking contact activities to needed support functions in a service blueprint?

To ensure seamless customer experience Signup and view all the answers

What aspect is included in the step of mapping the process from the customer’s perspective?

Documenting customer interactions and feedback Signup and view all the answers

What primarily causes service gap two?

Disparity between customer-driven designs and management perceptions Signup and view all the answers

Which is an example of a factor contributing to service gap two?

Vague, undefined service designs Signup and view all the answers

What is an essential step in setting customer-defined standards?

Translating customer expectations into behaviors/actions Signup and view all the answers

What type of research includes evaluating the service encounter sequence?

Process checkpoint evaluations Signup and view all the answers

In a servqual survey, how many service attributes are examined?

21 Signup and view all the answers

Which of the following is NOT included in the objectives of customer research?

Discover new service delivery methods Signup and view all the answers

Which of the following describes inappropriate physical evidence and servicescape?

Failure to align the physical environment with service quality Signup and view all the answers

What is the main goal of conducting qualitative research in service delivery assessment?

Identify specific customer preferences and feelings Signup and view all the answers

Study Notes

Service Design and Standards Gap

Service gap two arises from discrepancies between customer-driven service designs and management's perceptions of customer expectations.
Poor service design may lead to services that are vague or undefined.
Absence of customer-driven standards indicates a lack of process management focused on customer requirements.
Inappropriate physical evidence and servicescape can hinder customer satisfaction when tangible aspects do not meet expectations.

Process of Setting Customer-Defined Standards

Identify existing or desired service encounter sequences to align services with customer interactions.
Translate customer expectations into specific behaviors and actions to create applicable standards.
Determine appropriate standards and develop measurable metrics to evaluate performance.
Establish target levels for these standards to set benchmarks for success.
Continuously track measures against standards to ensure ongoing improvement.
Provide feedback about performance to employees, fostering a culture of excellence.
Regularly update target levels and measures based on performance data and evolving customer expectations.

Customer Listening and Research

Engaging with customers through research can uncover their requirements and expectations.
Research objectives include monitoring performance, assessing company performance, identifying gaps between customer expectations and perceptions, and gauging the effectiveness of service changes.
Qualitative and quantitative methods should be employed for comprehensive insights.

Types of Research

Utilization of Servqual surveys to measure service quality across 21 attributes, focusing on reliability, responsiveness, assurance, empathy, and tangibles.
Conducting trailer calls and post-transaction surveys for immediate feedback.
Organizing service expectation meetings and reviews for proactive management.
Applying process checkpoint evaluations to ensure consistent service delivery.
Implementing market-oriented ethnography to understand customer behaviors and needs.

Service Blueprinting

Service blueprinting is utilized to visually map customer experiences and service systems.
Steps to build a service blueprint include:
- Identifying the process to be blueprinted.
- Determining the customer segment involved.
- Mapping the process from the customer's perspective.
- Charting employee actions and/or technology interactions during customer engagement.
- Connecting contact activities with necessary support functions.
- Adding tangible evidence of service at each step of the customer action process.

Appropriate Service Standards

Establishing standardized service behaviors and actions along with formal targets and goals.
Differentiating between hard customer-defined standards that are measurable and soft standards that are subjective and cannot be easily quantified.

Description

This quiz explores Service Gap Two, which highlights the disparity between customer-driven service designs and management perceptions of customer expectations. It examines factors such as poor service design, absence of customer-driven standards, and inappropriate physical evidence that contribute to this gap.