Four Qualities Customers Seek
In my previous post, I discussed the Three Dimensions of Service where Positive Defining Moments (PDM’s) can be created. I will now discuss how more PDM’s can be created by knowing exactly what customers are looking for in every service interaction.
Regardless of what product, industry or type of service your company provides, customers consistently value and expect four major qualities in the service they receive. Delivering on these four expectations is critical in creating PDM’s. These four qualities are referred to as the STAR Qualities and are listed below:
- Seamless - The ability your company has to manage service factors that are invisible to the customer. Customers want to take advantage of all the services your company offers. However, they want one point of contact and do not want to speak with numerous people or worry about all the details. They expect your company (or an employee at your company) to coordinate events on their behalf.
- Trustworthy - The ability your company has to provide what was promised, dependably and accurately. Customers want to feel they are in capable hands and whatever promises were made are absolutely kept. Although they may want things to go right the first time, they EXPECT a service breakdown to be resolved quickly and thoroughly.
- Attentive - The ability your company has to provide caring and individual attention to customers. Customers want to be acknowledged quickly and politely, and to be treated with respect. They simply what your company to welcome the opportunity to serve them.
- Resourceful - The ability your company has to provide prompt service and creative solutions. Customers want a flexible approach to service. They expect you to meet and handle their requests or needs in prompt and creative ways.
These qualities define what most customers value in your company’s service. Customers want service that is Seamless, Trustworthy, Attentive and Resourceful. When your company provides service that exemplifies the STAR qualities, your company is creating PDM’s. As you can see, the STAR qualities go hand-in-hand with the Three Dimensions of Service. Seamless falls in the Hidden dimension, Trustworthy mostly falls in the Business dimension, Attentive in the Human dimension, while Resourceful embodies all three dimensions. By delivering STAR quality services, your company has an opportunity to create PDM’s every single day.
However, how do you know if your company actually created a PDM? Well you won’t always know. But you need to know that customers grade your service, and your company, during every single service interaction. On my next post, I will discuss How Customers Grade Service.
2 Comments 