5 tips for creating positive, share-worthy service experiences

January 19, 2017
Posted by in Brain bites: 2 min insights
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In a recent study, we found that people are just as likely to share a positive experience (48%) with your service as a negative one (51%) when looking across all channels.

So it’s clear that providing a positive service experience encourages people to share it, whether that’s in conversation with family/friends/colleagues on social media channels (i.e. Facebook, Twitter) or writing a review or email.


Respondents likelihood to share experiences by channel

So how exactly do you ensure that you are providing a ‘shareworthy’ positive experience?

One of the keys to providing quality service is to ensure that customers’ expectations are met, and to do that you need an accurate understanding of what those expectations are!

In 1985 Parasuraman developed the service experience gap model, which enabled organisations to understand the disparity between their customers’ expectations of a service and their perceptions of a service having used it.

The model bridges the gap, between customer expectations and perceptions, down into 4 key gaps:

  • The knowledge gap – between customers’ expectations and managements’ perceptions of those expectations
  • The policy gap – between management perceptions of customer expectations and service quality specifications
  • The delivery gap – between service quality specifications and what is actually being delivered
  • The communications gap – between what is being delivered and how this is communicated (through price, brand, advertising, sales calls etc.)

5 tips for creating a positive, shareable experience for your customers:

  1. Do user research and keep doing research. Customer expectations change, make sure you know what they are, don’t make assumptions
  2. Translate research findings into actionable policies and specifications, don’t let research gather dust
  3. Consistently deliver in-line with your research-informed policies, otherwise they are useless
  4. However you communicate with customers and prospects, don’t over-promise
  5. Beware of over-delivering on customers’ expectations – there is a point at which this ceases to be an unexpected delighter and instead sets a new bar of expectation.

Want to learn more?

 

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