The Three Dimensions of Customer Service
On my last posting, I discussed how Positive Defining Moments (PDM’s) builds customer loyalty. But how exactly can your company constantly be creating PDM’s? Well we need to look into your service interactions to determine exactly where PDM’s can be created.
All service interactions occur within Three Dimensions of Service. They are the following:
- The Human Dimension - This dimension tends to the emotional needs of both the customer and the service provider. Every customer needs respect, understanding and individual attention. Your company’s skills in the Human Dimension help you meet those needs. Sometimes it can be a cheerful hello, other times by defusing an angry outburst. Your company has human needs as well during a service interaction, such as courtesy and recognition of your expertise.
- The Business Dimension - This dimension tends to the practical needs of a transaction. A business need prompts a customer to seek your company’s product or service. When your company meets these needs quickly and fully, you are helping to create PDM’s. Your company also has business needs, such accurate information to fulfill a client’s request that your company must meet during every transaction. Balancing both these needs, your customer’s and your company’s, is a key challenge of achieving Stellar Service.
- The Hidden Dimension -Much of your service transaction is hidden from your customers. Your standard procedures, the interactions between you and your employees, even your company’s capacity are all invisible to your customers. Your company’s skills “behind the scenes” support your performance with your customers. But you also need to be aware that your customer’s hidden dimension, such as events or attitudes unknown to you, can affect a service interaction.
It takes skills in all three dimensions of service to create PDM’s. Your company can’t control all aspects of the Business or Hidden Dimensions. But you do have much more control over what happens in the Human Dimension. This is where your company has the greatest opportunity to create PDM’s. It is highly recommended to ALWAYS start and end every service interaction in the Human Dimension. A simple “hello, how are you doing” to start the transaction and a “have a great day” to end the transaction will go a long way. Too many companies put most of their effort in the Business Dimension or discuss way too much of the Hidden Dimension with their customers. It is in the Human Dimension where your company can definitely differentiate themselves from your competitors.
In order for your company to continue creating PDM’s, you need to know what your customers are looking for in a service you provide. In my next post, I will discuss the Four Qualities Customers Seek in every service transaction.
