Service Business Plan: How To Demonstrate Service Quality
Questions associated with the quality of the service you provide must be answered to create a successful business plan
. These questions include: How will service quality be measured? What controls will be in place to insure that quality is maintained?
Before answering those questions, you must decide what aspects of service quality will provide competitive advantage for your company. Five aspects of service quality were identified by the researchers Parasuraman, Zeithaml, and Berry as part of of SERVQUAL, a service quality assessment tool. These aspects are reliability, responsiveness, assurance, empathy, and tangibles.
Reliability
Reliability is the consistency and dependability of the service performance. A reliable service is done accurately the first time and a reliable firm keeps its promises to customers. By confirming customer instructions by email or in writing rather than simply on the phone, a service firm can help to be sure orders can be carried out reliably.
Responsiveness
Responsiveness is the measure of how readily employees provide service. This includes answering customer questions and filling their orders quickly (in a short time) and promptly (soon after they are initiated). Insuring that staff is adequate for the highest volumes of customers may lead to extra cost for times when those staff are idle, but a reputation for quick service and short waits may increase revenues.
Assurance
Assurance is shown by demonstrating that the company and its employees are knowledgeable and competent at what they do. Assurance leads customers to find the company trustworthy, believable, and honest. Marketing can go far to create assurance by documenting the credentials of the company and training of its employees, but employees must exemplify their comfortable knowledge with the firms services whenever called on by a customer.
Empathy
Empathy is demonstrated when service employees give individual attention and show an effort to understand the particular needs of a customer. A story of Zappos shoe online store, famous for its customer service, described an employee who not only refunded an order for a recently deceased customer when requested by a family member, but went on to send flowers for the funeral. Empathy means never forgetting that people like to work with companies that treat them like human beings (and companies that have human beings for employees).
Tangibles
Tangibles includes everything physical that the company needs to perform its service. This includes cleanliness and aesthetics of the locations, marketing, products, tools, and even other customers in the facility. A restaurant that seriously enforces its jacket and tie requirement for male diners, even by lending them out, is one which takes the tangible aspect of the customer experience seriously.
by: Eric Powers
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