1. Gaps Model of Service Quality
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2. Customer-Defined Service Standards
Chapter 9
Customer-Defined Service Standards
Factors Necessary for Appropriate Service Standards
Types of Customer-Defined Service Standards
Development of Customer-Defined Service Standards
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3. Objectives for Chapter 9: Customer-Defined Service Standards
Distinguish between company-defined and customer-defined service standards.
Differentiate among “hard” and “soft” customer-defined standards and one-time fixes.
Explain the critical role of the service encounter sequence in developing customer-defined standards.
Illustrate how to translate customer expectations into behaviors and actions that are definable, repeatable, and actionable.
Explain the process of developing customer-defined service standards.
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4. FedEx Service Quality Indicator (SQI)
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5. Factors Necessary for Appropriate Service Standards
Standardization of service behaviors and actions
Standardization usually implies a nonvarying sequential process similar to the production of goods
Customization usually refers to some level of adaptation or tailoring of the process to the individual customer
Formal service targets and goals
Setting specific targets for individual behaviors and actions; for example, the customer service standards set by Puget Sound Energy and shown in Figure 9.1.
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6. Customer Service Report Card for Puget Sound Energy
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7. Service Standards Customer-Defined Standards Company-Defined Standards
Standards are based on the most important customer
expectations and reflect the customer’s view of these expectations.
Customer-Defined Standards
SOURCES
Customer Expectations
Customer Process Blueprint
Customer Experience Observations
SOURCES
Productivity Implications
Cost Implications
Company Process Blueprint
Company View of Quality
Company-Defined Standards
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8. Counting…
“Not everything that counts can be counted...and not everything that can be counted, counts.”
Albert Einstein
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9. Standards… HARD STANDARDS AND MEASURES SOFT STANDARDS AND MEASURES
Things that can be counted, timed,
or observed through audits (time,
numbers of events)
SOFT STANDARDS AND MEASURES
Opinion-based measures that cannot
be observed and must be collected by
talking to customers (perceptions, beliefs)
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10. Exhibit 9.1: Examples of Hard Customer-Defined Standards
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11. Exhibit 9.2: Examples of Soft Customer-Defined Standards
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12. Process for Setting Customer-Defined Standards
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13. What Customers Expect: Getting to Actionable Steps
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14. Linkage between Soft Measures and Hard Measures for Speed of Complaint Handling
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15. Responsiveness Standards at Zappos.com
Respond to 80 percent of all incoming calls within 20 seconds
Respond to all messages in less than four hours
Respond to live (online) chats in less than 10 seconds.
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16. Soft Standards at Toyota in Japan
Standards for salespeople patterned after samurai behaviors:
Assume the samurai warrior’s “waiting position” by leaning five to ten degrees forward when a customer is looking at a car
Stand with left hand over right, fingers together and thumbs interlocked, as the samurais did to show they were not about to draw their swords
Display the “Lexus Face,” a closed-mouth smile intended to put customers at ease
Samurai warrior
“waiting position”
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17. More Soft Standards at Toyota in Japan
Standards for salespeople patterned after samurai behaviors:
When serving coffee or tea, kneel on the floor with both feet together and both knees on the ground
Bow more deeply to a customer who has purchased a car than a casual window shopper 
Stand about two arms’ lengths from customers when they are looking at a car and come in closer when closing a deal
Point with all five fingers to a car door’s handle, right hand followed by left, then gracefully open the door with both hands 
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18. Hard and Soft Service Standards at Ford
Appointment available within one day of customer’s requested service day
Write-up begins within four minutes
Service needs are courteously identified, accurately recorded on repair order and verified with customer
Service status provided within one minute of inquiry
Vehicle serviced right on first visit
Vehicle ready at agreed-upon time
Thorough explanation given of work done, coverage and charges
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19. Standards at Four Seasons
Seven Service Culture Standards
Core Worldwide Service Operating Standards
Smile
Eye
Recognition
Voice
Informed
Clean
Everyone
Reservations
Hotel Arrival
Messages and Paging
Guest Room Evening Service
Breakfast
Room
Exceptions are permitted if
they make local sense
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