Listening to Customer Requirements

8/3/2019 Listening to Customer Requirements

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Prof. Rushen Chahal

LISTENING TO CUSTOMER

REQUIREMENTS



Provider GAP 1Provider GAP 1

Company

Perceptions of Consumer Expectations

ExpectedService

CUSTOMER

COMPANY

GAP 1

Part 2 Opener



UNDERSTANDING

CUSTOMER EXPECTATIONS AND

PERCEPTIONS THROUGH MARKETING RESEARCH



Understanding Customer Expectations

and Perceptions through Marketing Research

Present the types of and guidelines for marketing

research in services

Show the ways that marketing research information

can and should be used for services Describe the strategies by which companies can

facilitate interaction and communication between

management and customers

Present ways that companies can and do facilitateinteraction between contact people and

management



Common Research Objectives

for Services To identify dissatisfied customers

To discover customer requirements or expectations

To monitor and track service performance

To assess overall company performance compared tocompetition

To assess gaps between customer expectations andperceptions

To gauge effectiveness of changes in service

To appraise service performance of individuals andteams for rewards

To determine expectations for a new service

To monitor changing expectations in an industry

To forecast future expectations



Figure 5-1

Criteria for An Effective Services

Research Program

Research

Objectives

Includes

Perceptions

and

Expectationsof

Customers

Includes

Measures

of

Loyalty orBehavioral

Intentions

IncludesStatisticalValidity

When Necessary

MeasuresPriorities

or Importance

Occurs

with

Appropriate

Frequency



Portfolio of Services Research

Customer ComplaintSolicitation

³Relationship´ Surveys

Post-Transaction Surveys

Customer Focus Groups

³Mystery Shopping´ of

Service Providers

Employee Surveys

Lost Customer Research

Identify dissatisfied customers to attempt recovery;identify most common categories of service failure for remedial action

Obtain customer feedback while service experience is stillfresh; act on feedback quickly if negative patterns develop

Use as input for quantitative surveys; provide a forumfor customers to suggest service-improvement ideas

Assess company¶s service performance compared tocompetitors; identify service-improvement priorities; trackservice improvement over time

Measure individual employee service behaviors for use incoaching, training, performance evaluation, recognition andrewards; identify systemic strengths and weaknesses inservice

Measure internal service quality; identify employee-perceived obstacles to improve service; trackemployee morale and attitudes

Determine the reasons why customers defect

Research Objective Type of Research

Future Expectations ResearchTo forecast future expectations of customersTo develop and test new service ideas



Stages in the Research Process

Stage 1 : Define Problem

Stage 2 : Develop Measurement Strategy

Stage 3 : Implement Research Program Stage 4 : Collect and Tabulate Data

Stage 5 : Interpret and Analyze Findings

Stage 6 : Report Findings



Figure 5Figure 5--55

Service Quality PerceptionsService Quality Perceptions

Relative to Zones of ToleranceRelative to Zones of Toleranceby Dimensionsby Dimensions

Retail Chain

9

8

7

6

5

4

3

2

1

0Reliability Responsiveness Assurance Empathy Tangibles

OO OO

Zone of Tolerance S.Q. PerceptionO

O



Service Quality PerceptionsService Quality Perceptions

Relative to Zones of Tolerance byRelative to Zones of Tolerance by

DimensionsDimensions

Computer Manufacturer

10

8

6

4

2

0

Reliability Responsiveness Assurance Empathy Tangibles

OOO O

O

Zone of Tolerance S.Q. PerceptionO



Figure 5-6

Importance/Performance Matrix

HIGH

HIGH

LOW

Performance

I m p o r t a n c e

Attributes to Improve Attributes to Maintain

High

Leverage

Attributes to De-emphasize Attributes to Maintain

Low

Leverage

Documents

Listening to Customer Requirements