‘A business absolutely devoted to service will have only one worry about profits. They will be embarrassingly large.’
– Henry Ford, American industrial engineer
Customer focus pays off
Good service means that you exceed customer expectations. You achieve this with a consistent service system and by being customer-oriented throughout the entire business process. Always keep the customer in mind, in all the choices you make regarding your organisation.
At least as important is that your employees are satisfied, they are the face of your organisation. Their involvement and commitment will motivate them to keep improving their work. And therefore also to provide better service, so that customer satisfaction and loyalty increase.
The TED-talk ‘Why we need to treat our employees as thoughtfully as our customers’ by Diana Dosik elaborates on this.
The Service-Profit Chain model from James Heskett demonstrates this relationship: committed employees, greater customer satisfaction, the basis of a healthy company. But that is not always so easy to achieve.
- How are the expectations of your customers created?
- What exactly are those expectations and how do you influence them?
- What is your current service system?
- How do you change, improve or innovate the service that your team provides?
- How do you keep the service at the desired level?
- What is the reason that your customer will also choose for you next time?
We are happy to work with you to find out what the strengths of your service are and where there is room for improvement. We have designed a special assessment for this, which makes it crystal clear where your chances and opportunities lie.
Insight through the © iInnovate Service Assessment
From our experience in the service sector, we have been able to develop a particularly effective assessment. The assessment has already been applied to various projects, with excellent results. From the reorganisation of a construction company to the establishment of a catering company.
Our effective method provides insight into how you can increase customer satisfaction and loyalty and improve your business processes. In the © iInnovate Service Assessment we combine a number of components, which together provide a detailed picture of the current service of your company.
With the assessment, we test all aspects that influence the service. The assessment consists of four core elements, one for each of the influencing phases:
1. The Abstract
By The Abstract we mean the parts of a company that do not directly connect a customer to the service or product, but that nevertheless contribute to the creation of expectations, consciously or unconsciously. These components are important, because you can easily lose them at this stage of the relationship with the customer.
We investigate issues such as the website, search results, social media, advertisements, banners and online customer reviews. Among other things, by using online tools that give an indication as to what the feeling is that the customer gets from your company, product or service. We describe the initial expectations and experiences that the customer has that are currently in the orientation phase of the customer journey.
2. The Context
The Context covers all matters that support the service of your company but that do not have a direct effect on the delivery of your service or product. This part of the report shows how your client’s expectations are influenced before the services are delivered.
In The Context we deal with aspects such as the environment and accessibility of the company, customer focus and attention to detail in the internal and external environment of the service location. In short, what is the first impression? Very important to consider, because these are the final steps of the consideration phase and the first steps of the purchasing phase of the customer journey.
3. The System
The System is the most important part of service, which revolves around the delivery of your service or product itself. It is primarily the way you deliver that determines whether you meet your client’s expectations, or not. Human interaction between the company and the customer plays a major role in this.
The operational process is also part of The System. It affects the customer almost as much as the human interaction itself. The System includes all agreements – Standard Operating Procedures (SOPs) – regarding how you will deliver your product or service. In The System we also look at the tools (and technology) that are used to make the service system possible.
Matters that we include in this part of the Service Assessment Report include awakened expectations, communication and interaction, and the influencing factors of the service experience. We describe whether customer expectations are met or perhaps even exceeded. And whether the first steps in customer retention have been taken adequately. The System plays a role in the final phase of purchase and in the service part of the customer journey.
4. Customer retention
Ensuring that your customers remain loyal to you, even after delivery, that is customer retention. It is at least as important as the service or the product itself. Have you managed to retain your customers? This indicates that they are satisfied and it offers the opportunity to receive feedback.
In this part of the assessment, issues such as market position, added value, competitive prices and loyalty programs are assessed from the customer’s perspective. This is how you find out to what extent you as a company realise customer loyalty through the service you have provided. Customer retention is related to the loyalty phase of the customer journey.
The findings of the © iInnovate Service Assessment are presented in a clear and concise report. In the conclusion you will find a summary with a SWOT analysis. So that the strengths, weaknesses, opportunities and threats of your service process are clear to you. With the recommendations of the comprehensive assessment, you can take further steps yourself to improve, change and innovate the service that your company offers.
Do you need further support? Then we would like to schedule a consultation in which we will go through the suggestions and possibilities that emerge from the Service Assessment Report, in detail. This consultation often leads to a concrete, personalised action plan, which we can then (help) implement.
Then contact us, without obligation, via
+31 (0)6 52 85 24 85 or [email protected].