Closing the Customer Gap

Closing the Customer Gap Case: FINTRA – the Finnish Institute for International Trade

- Nadja Gustafsson -

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CONTENTS: 1. INTRODUCTION (executive summary) .................................................................................... 3 2. CLOSING THE CUSTOMER GAP: ............................................................................................ 4 Case FINTRA – the Finnish Institute for International Trade .................................................... 4

2.1 Introduction to FINTRA....................................................................................................... 4 2.2 The Diary of the Encounters with FINTRA........................................................................ 5 2.3 FINTRA: SERVQUAL Model Analysis of the Service Quality ......................................... 6 2.4 Closing Provider Gap 4. ................................................................................................... 12

3. CONCLUDING REMARKS ....................................................................................................... 13



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1. INTRODUCTION (executive summary)

This paper is devoted to the analysis of the Finnish Institute for International Trade (FINTRA) customer strategy with the help of the Customer Satisfaction Gaps Model studied during the course “Marketing of Services” given at HANKEN – the Swedish School of Economics this autumn 2003. The actual assignment assumes at least 5 encounters with a service provide, during which a student is supposed to keep a diary about each encounter in order to give a thorough description of the service provider’s customer strategy and evaluate it focusing on 1 or 2 gaps from the gaps model (see Figure 1).

Expected Service

Perceived Service

Service Delivery

Customer-Driven Service Designs and Standards

Company Perceptions of Consumer Expectations

CUSTOMER

COMPANY

External Communications

To Customers

Customer Gap

Gap 3

Gap 2

Gap 4

Gap 1

Figure 1: Gaps Model The Gaps Model outlines the potential roadblocks that hinder a service organization’s ability to close the gap between the customer’s expectations and perceived service. For a better understanding of the steps companies can take to measure service satisfaction, the key potential gaps are presented in the gaps model: Gap 1: not knowing what customers expect Gap 2: not selecting the right service standards Gap 3: not delivering the service standards Gap 4: not matching performance to promises



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My communication with FINTRA started already in spring 2003 when I got interested in their educational programs and applied for one. At that time I browsed the official website of FINTRA (http://www.fintra.fi) and my first introduction to this educational establishment produced a very positive impression on me and my perceptions about the quality of their service was very high. I also hear from some acquaintances of mine about FINTRA and their experience was highly motivating for me. I had 8 encounters with FINTRA so far: Encounter 1: The introductory meeting held in spring 2003 Encounter 2: Discussing the study contract and tailoring the study program Encounter 3: The English language testing and tailoring the language training Encounter 4: Training module 1: International Marketing Encounter 5: Training module 2: International Negotiation Skills Encounter 6: French language course Encounter 7: Training module 3: Strategic Customer Management Encounter 8: Training module 4: Brand Management This paper describes the services provided to me, service quality performed and its analysis with the help of the SERVQUAL model. Finally, the customer service strategy of FINTRA is analyzed focusing on the Gap 4 from the Gaps model. The conclusions regarding the overall perception of this service provide are made in the concluding part of this study.

2. CLOSING THE CUSTOMER GAP:

Case FINTRA – the Finnish Institute for International Trade

2.1 Introduction to FINTRA FINTRA is a Finland’s leading international business trainer with the latest expertise in the field, result-oriented, interactive learning environment, experienced instructors and trainers, and hands-on, targeted approach to training.

For more than four decades FINTRA has identified and followed trends in world trade and has analyzed the training needs of industry and commerce. This know-how enables FINTRA to provide in-depth training for business leaders and those in business.



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It provides a vast variety of training programs both ready made and tailored ones to satisfy the best possible way the needs of its customers. FINTRA operates not only in Finland, but internationally providing training to different customers abroad.

FINTRA carefully monitors the quality of its programs, publications and services. In a recent study of 34 Finnish training organizations, FINTRA was ranked number one for the quality of its programs.

More information regarding training and educational programs could be obtained from the official website of FINTRA: http://www.fintra.fi.

2.2 The Diary of the Encounters with FINTRA

The diary of my encounters with this service provide with brief description of services performed is presented in the table 1:

Table 1. The Diary of Encounters with the Service Provider – FINTRA.

Encounter � Description of Services Provided Encounter 1: The introductory meeting

During this introductory meeting the participants including me received a full range of information regarding the possible study options, tuition fees. The atmosphere during the meeting was extremely friendly and very motivating. The information itself was presented in a very accurate and structured way, so that in the end of the meeting, when we were asked if there are any questions, I actually could not come up with any, simply because everything was already explained. In my opinion this says a lot about the professionalism of the employees and their profound experience.

Encounter 2: Discussing the study contract and tailoring the study program

That was also a very positive experience. The study plan was developed for me in a very effective and pleasantly fast way. The actual writing and signing the study contract was done in a very professional way.

Encounter 3: The English language testing and tailoring the language training

The study program, which I was offered, includes obligatory foreign language training. And in order to evaluate the level of my English language skills I was tested with the help of quite thorough Business English language test. Although the test was developed for Finnish native speaker and I had to translate different tasks from Finnish into English (note: my mother tongue is Russian, though I speak and write in Finnish rather fluently), which I can mention as a little inconvenient personally for me. After the test has been evaluated I got a very high score and was offered to pick another language for study purposes. I was offered to chose between a basic course in Swedish and a special activating French language course. I picked the French language course, since I have a very good command of both written and spoken Swedish. After 2 days from the day I informed about my decision I received by e-mail an invitation, which included a detailed course schedule.



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Encounter 4: Training module 1: International Marketing

This was the first actual study experience and I was impressed by the high quality of training, its interactive learning environment. The lecturer was an English native speaker, very professional and the content of this training module was really interesting. The lecturer performed the training in a such a way that the whole day was not only very educational in regard with the subject being lectured but also it was a lot of fun at the same time! Plus to the training we received very good educational materials in the form of handouts and books on the subject. And also it is worth mentioning that in the beginning of the day we were provided with coffee, tea, sandwiches and some cookies as well, which I found quite nice.

Encounter 5: Training module 2: International Negotiation Skills

The experience was similar to the previous day. Very high quality of training and distributed study materials. This training also included the evaluation of our international negotiation skills with the help of group assignment especially developed by Harvard Business School for testing purposes. That was quite a difficult assignment but within only 1 hour of carrying it out and then final discussions and analyzing mistakes we made, I learnt more than I ever did before about international negations.

Encounter 6: French language course

That was an exciting experience. The course is given in a group of 6 persons. The objective of the course is to activate the knowledge, which might have been forgotten and to learn how to converse on different casual and business type occasions. There is used a special methodic for this intensive learning, which includes meditation, usage of Mozart music in order to enhance the memory ability. After 2 days training I was already able to make small talks and discuss usual topics like weather, walking roots, tell briefly about myself, my hobbies, my house, friends and family.

Encounter 7: Training module 3: Strategic Customer Management

This training module was also given by a highly experienced professional in the field. Though this time the training was given in Finnish and what was a little disturbing for me personally is the mixture of Finnish and English language terminology, which happens actually quite often I assume during lectures on such subjects. We were provided with very good study materials and books. Were also given a home assignment, which I received the permission to write in English (lucky me!).

Encounter 8: Training module 4: Brand Management

The training was also given in Finnish as the previous one by professionals in this field. All “students” were provided with comprehensive study materials and a book. We were also provided with the list of other relevant literature on the subject and Internet links, where one can obtain information as well.

2.3 FINTRA: SERVQUAL Model Analysis of the Service Quality

My analysis of the Service Quality is made with the help of the SERVQUAL model and it sums up all 8 encounters, which I had with the service provider so far.

RELIABILITY – ability to perform the promised service dependably and accurately.



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During all my 8 encounters with FINTRA the service was always performed on an exceptionally high level. Always according the schedule I was provided with in advance and with professionalism which I value so much as most of people do.

ASSURANCE – knowledge and courtesy of employees and their ability to convey trust and confidence.

In my experience with FINTRA I was really impressed not only by the knowledge, courtesy and professionalism of its employees, but also by a very motivating and a very international atmosphere, which is quite important for me personally since I am a foreigner.

TANGIBLES – physical facilities, equipment, and appearance of personnel.

The building and its interior decoration is very relaxing and pleasant at FINTRA. Personnel have a very appropriate business like style of clothing. In order to present this service quality dimension I decided to take some photos during one training day. The photos with brief descriptions are presented below:

1. The Reception Hall:

Picture 1. The reception hall has an info desk, very friendly and helpful clerk.

Picture 2. Right at the entrance one finds a board with the information on today’s courses and their locations.



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Picture 3. The entrance hall is also provided with the exhibition of published at FINTRA study books. FINTRA has its own material and books’ production.

2. Rest Facilities for the Customers

Picture 4. There is a self-service wardrobe in the reception hall.

Pictures 5 & 6. There is a special rest place right near the reception hall provided with fresh newspapers and magazines. One can also browse through the study books and different marketing materials, which are placed right nearby this rest facility.

Pictures 7 & 8. There is always coffee and tea with some cookies available free of charge for the customers and visitors.



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Picture 9. The corridor (ground floor), where most of the study rooms are located.

Pictures 10 & 11. Rest facilities on the first floor. The language training takes place on the first floor. The rooms for the language training are equipped with very comfortable armchairs and all necessary modern equipment.



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Pictures 12 & 13. Some more rest facilities for visitors and customers. There are many of this kind of nice and comfortable places with a self-service coffee and tea counter nearby. On the right hand side there is a telephone service also available free of charge.

3. Cafeteria for the Customers / Visitors and the Personnel.

Pictures 14, 15 & 16. The Amica Cafeteria is located on the 5th floor and is actually quite small in order to serve many customers at a time. But FINTRA solves this problem by carefully scheduling the lunch time for its customers, so that each group has enough space and time to eat comfortably without long queuing. Food is always good and served in a form of a “Swedish Table”. Interior of this place I found quite appealing as well.



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4. Study Facilities.

Picture 17. The study room is well equipped, spacey, and light with all necessary equipment for interactive training.

Picture 18. My study place. We all are provided with name badges and name table tags.

EMPATHY – caring, individualized attention the firm provides its customers.

I can give several examples of a really individualized approach FINTRA provides to its customers:

1. I had questions regarding my evaluation results after the course “International Negotiation Skills” and requested some explanations from the program’s coordinator. I sent the request by e-mail and within 2 days I received a reply from the Lecturer himself, giving me the full explanation (A4 size) of the evaluation procedure and the letter also included his well-defined opinion about my personal strengths and certain points, which he recommended me to work on in regard to my negotiation skills.

2. FINTRA has a so-called “Virtual Learning Environment”, Internet-based personalized services for its students. Everyone is provided promptly with a username and password sent by e-mail in order to have full access via Internet to the study resources, current information about the schedule, study materials and assisting information. I find this very convenient, effective and time saving tool.

3. I also noticed that employees greet and smile to every person inside the building even if they actually do not know this customer.

RESPONSIVENESS – willingness to help customers and provide prompt service.

There has been mentioned already several times earlier about the promptness of services FINTRA provides to its customers. And I can only add here that I have never received this effective and professional respond to the customer’s needs before.



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2.4 Closing Provider Gap 4.

Promises made by companies through its advertising, sale force and other communications may raise customer expectations. If communications set up unrealistic expectations for customers, the actual experiences will be disappointing. One prevalent area this can happen in is the initial meeting and adjustment period. It is important for closing the Gap 4 that the marketing person set up realistic expectations abut how the process will flow, and that the company has a clear program of integrating, so to speak, a new prospect into the company to keep the fresh positive impression about the company as high as possible through the purchase process.

I choose to analyze the customer strategy of FINTRA focusing on Gap 4 from the Gaps model. We did not talk so much about this particular gap during the classes, so I thought that it would be interesting to study this gap furthermore using some practical and positive example.

My first interaction with FINTRA company happened via Internet. And I wasn’t really pessimistic about the promises and statements about their services made on the website, but I was (like probably majority would agree with me) very optimistic…

And to my surprise I found out through these so far 8 major encounters with FINTRA that everything they promise and say about their service is true and the reality actually exceeded my expectations.

FINTRA states its mission and goal as follows:

MISSION: FINTRA develops and promotes the expertise of companies and individuals in international business.

GOAL: A more qualified person and a more competitive company

Why choose FINTRA?

• extensive experience • broad perspective on business and internationalization • continuous product development • quality follow-up and customer satisfaction • experienced international staff and trainers • modern training methods • material and publications production • strong support groups • high-class global network • excellent gateway location

All these promises I experienced myself in action. Regarding the goal FINTRA identifies, I can say that I really gained a lot of new knowledge within a very short time period, a very valuable knowledge, which I could apply successfully in my work and work related activities.



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3. CONCLUDING REMARKS

This rather brief and possibly to a certain extent subjective analysis of the Customer Service Strategy at FINTRA – the Finnish Institute for International Trade is an example, which demonstrates an excellent approach toward closing the Customer Satisfaction Gap. As a customer of this company I am very much satisfied with the quality of services it provides.

I hope that this diary and my analysis would be found relevant, informative and of interest.

Documents

Closing the Customer Gap